壽險從業人員對獎勵旅遊需求動機、地點考量與滿意度之相關研究

Correlative Study on The Demand Motivation, Consideration of Places and Satisfaction of The Life Insurance Employees Towards The Incentive Tourism

劉玲君(Ling-Chun Liu)

指導教授 ： 黃榮鵬

國立高雄餐旅大學/觀光學院/旅遊管理研究所在職專班/碩士(2013年)

https://doi.org/10.6825/NKUHT.2013.00041

摘要

獎勵旅遊已成為台灣旅遊市場不可忽視的一部份，近幾年台灣對獎勵旅遊所帶來的效益也越來越重視，加上台灣位於絕佳的交通樞紐地理位置及兩岸直航的增班，獎勵旅遊所能選擇的地點也就更多，如能掌握企業獎勵旅遊市場趨勢，可期待開拓更多的商機。因此本研究分析其獎勵旅遊的需求與動機、獎勵旅遊地點選擇以及參與獎勵旅遊後，對獎勵旅遊地點之滿意度的相互影響與關係，瞭解壽險從業人員對參加獎勵旅遊後的模式相關信息與個人屬性，期待本研究能與提供壽險業經營者與旅行業者參考之依據，建立更多更完整的相關資源，專業地承辦獎勵旅遊並達到企業所期盼的價值。
　　本研究採取量化研究設計，分析工具運用SPSS統計軟體進行信度分析、描述性統計分析、因素分析、單因子變異數分析與相關分析等分析方法，探討壽險從業人員對獎勵旅遊之需求動機與地點選擇及滿意度的相關研究。以紙本問卷調查方式，發放對象為參加過獎勵旅遊的壽險業者。
　　本研究結果顯示：壽險業者舉辦獎勵旅遊動機以提高員工福利為最先考量，在地點考量因素則以提供安全的旅遊環境最優先，在獎勵旅遊後之滿意度以當地旅館的住宿條件最為滿意，而三者構面也呈現正顯著相關。以單因子變異數分析且進行LSD事後檢定得知，教育程度在需求動機的提高員工福利、創新管理能力、提昇經營績效皆有顯著差異，過去參加獎勵旅遊的次數在需求動機的創新管理能力有顯著差異，過去參加獎勵旅遊的天數在需求動機的提高員工福利、創新管理能力以及地點考量的旅遊環境當中皆有顯著差異。因此本研究建議旅遊業者應加強提昇獎勵旅遊的滿意度，成立專業的企業獎勵旅遊專案部門，幫助企業達到真正的獎勵效果，亦可拓展商機、穩定客源。

關鍵字

獎勵旅遊 ； 獎勵旅遊動機 ； 旅遊地點 ； 滿意度

並列摘要

The incentive tourism has become one part which the travel market in Taiwan should not ignore. For recent years, Taiwan puts more and more emphasis on the effects which the incentive tourism makes. On top of that, Taiwan is situated at the excellent geographical location of the traffic hinge and the non-stop cross-Straits flights increase, so the places of choice for the incentive tourism turn out more. If one can grasp the tendency of market in the business incentive tourism, it is anticipated that more business opportunities can be explored. Accordingly, this study analyzes the interactive influence and correlation of the demand for and motivations behind the incentive tourism, choice of tourism places and one’s satisfaction towards the places of tourism after he/she participates in the incentive tourism and understands the model-related information and personal properties after the life insurance employees take part in the incentive tourism. We expect that this study can provide the life insurance employers and the travel dealers with a basis to which they can refer and build up more numerous and more complete related resources for them to host the incentive tourism in a professional way and attain to the value which the enterprises look forward to.
This study adopts the design of the quantitative research. The SPSS statistical software is applied as the analysis tool to undertake such analyses as the reliability, descriptive statistics, factor, one-way ANOVA and correlation. These methods of analysis aim to investigate the motivations behind the demand of the life insurance employees for the incentive tourism, their choice of places and their satisfaction. It is conducted by way of the paper questionnaire survey, the subjects for release of which are those life insurance employees who have ever participated in the incentive tourism.
The results of this study indicate: the motivation behind the life insurance employer’s hosting of the incentive tourism takes into the first priority account raising the employee’s benefits; in consideration of the factor of places, the first priority is put on the provision of a safe tourism environment; in respect of the satisfaction after participation in the incentive tourism, the most satisfactory part rests with the accommodation conditions of the local hotels. The facets of these three factors assume the significant positive correlation. With the analysis of the one-way ANOVA and the post-hoc test of LSD, it is obtained that the educational degree results in the significant difference among the promotion of the employee’s benefits, the innovative management ability and the enhancement of the operation performance in connection with the demand motivation. The number of times of participation in the incentive tourism in the past bears the significant difference on the innovative management ability of the demand motivation. The days of participation in the incentive tourism in the past leads to the striking difference on all the promotion of the employee’s benefits and the innovative management ability in the aspect of the demand motivation and the travel environment in the consideration of the places. As such, we suggest in this study that the travel dealers should put more emphasis on the upgrading of the satisfaction of the incentive tourism and set up the professional department of the enterprise incentive tourism project to assist the enterprise in achieving the real incentive effects and further expanding the business opportunities and stabilizing the sources of clients.

並列關鍵字

Incentive Tourism ； Motivation of the Incentive Tourism ； Traveling Place ； Satisfaction

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