Kano遊程設計品質要素與顧客價值關係之研究--以歐洲團體全備旅遊為例--

The Study of Relationship between KanoTour’s Itinerary Programming Elements and Customer Value –A Case Study of Europe Group Inclusive Tour-

林家妃(Chia-Fei Lin)

指導教授 ： 沈進成

國立高雄餐旅大學/餐旅學院/旅遊管理研究所在職專班/碩士(2009年)

https://doi.org/10.6825/NKUHT.2009.00042

摘要

在旅遊產業市場日益競爭，遊客需求越多樣化的環境下，旅遊業遊程產品必須符合產品個人化與大量客製化、同時兼備產品/服務廣度與深度。旅遊業者除了提供高品質的服務外，如果能夠瞭解團體全備式旅遊的遊程設計要素在不同的目標市場的滿意度影響程度，再依照市場需求設計不同的旅遊產品，設計出符合新顧客價值的團體全備式旅遊產品，以滿足消費大眾的選擇，創造出可大量生產的客制化團體全備旅遊遊程，一方面能滿足新市場的需求，一方面能創造亮眼銷售成績。
本研究以業者和遊客為對象，探討遊程設計要素是否具有Kano二維品質要素特性：魅力要素、當然要素、一維要素、無差異要素、反轉要素等五大要素，進而討論不同設計要素中與顧客價值的差異性，並依照品質改善指標，提供旅遊業者在遊程設計上的品質改善建議。經過文獻回顧，提出遊程設計要素類型，及顧客價值類型，設計出問卷；發放問卷給過去參加過歐洲團體全備旅遊的遊客及具有歐洲團體全備旅遊操作經驗的業者，進行影響關係之研究。總共發放遊客260份問卷，有效回收253份，有效回收率97%；業者90份問卷，有效回收84份，有效回收率93.5%。
本研究發現如下：
1. 旅遊業者與遊客的遊程設計要素具有二維品質要素之特性。
2. 旅遊業者與遊客的遊程設計要素二維品質歸類大部分呈現顯著差異。
3. 旅遊業者遊程設計品質要素與顧客價值具有差異性。
4. 遊客遊程設計品質要素與顧客價值具有差異性。

關鍵字

團體全備旅遊 ； 遊程設計要素 ； 顧客價值 ； kano二維品質理論

並列摘要

Nowaday, in the competive tourism market, tourist require various demands, travel product must be matched with personalization and numerous product of customerization, product/service has both wideness and deepness. Except providing high quality service, if travel agency can realize how group inclusive tour’s itinerary programming elements affect the satisfaction in different target market, then programing group inclusive tour by market demand to match new customer’s value and satisfy customer’s choice, further create numerous productable customerized group inclusive travel product, once satisfy new market demand, the other create good sales performance.
Travel agency and customer both are matrixes in this study, it reserches if group inclusive tour’s itinerary programming elements qualify of Kano two-dimension quality element’s character: attractive quality、must-be quality、one-dimensional quality、indifferent quality、reverse quality, further discuss the difference between 5 quality elements and customer values, according to quality improved indicator, provide group inclusive tour’s itinerary program’s improving suggestion. Through literature review, propose group inclusive tour’s itinerary programming elements and customer value type, design questionnaire；research the affective relation and questionnaire with customers who had participated Europe group inclusive tour and travel agency who has Europe group inclusive tour operating experience by face to face. Total 260 customer’s questionnaires were reclaimed 253 effective questionnaires, 97% reclaim percentage；total 90 travel agency’s questionnaires were reclaimed 84 effective questionnaires, 93.5% reclaim percentage.
The results of study as followed:
1. Travel agency and customer’s tour’s itinerary programming elements are
both qualify to Kano two-dimension quality element’s characters.
2. Travel agency and customer’s tour’s itinerary programming elements’
two-dimension category mostly display obviously different.
3. Travel agency ’s tour’s itinerary programming elements are obviously different to customer value.
4. Customer’s tour’s itinerary programming elements are obviously different to customer value.

並列關鍵字

Group inclusive tour ； Tour programing element ； Customer value ； Kano two-dimension quality theropy

參考文獻

陳俊宇（2008）。特殊主題旅遊顧客價值拓展模式之研究-以安藤忠雄之旅為例。未出版碩士論文，國立高雄餐旅學院，高雄。

Babin, B. J., Darden, W. R., & Griffin, M. (1994). Measuring hedonic and utilitarian shopping value. Journal of Consumer Research, 20(4), 644-656.

Batra, R., & Olli, T.A. (1991). Measuring the hedonic and utilitarian sources of consumer attitudes. Marketing Letters, 2(2), 159-170.

Hall, M., & Weiler, B. (1992). Introduction : What’s special about special interest tourism. London : Belhaven Press.

Holbrook, M. B. (1994). The nature of customer value: An axiology of services in the consumption experience. In T. R. Roland, & R. L. Oliver (Eds.), Service quality: New directions in theory and practice (pp.21-71). Newbury Park, CA: Sage.