旅行業者對國際觀光旅館企業形象整體評價之研究

A Study on the Overall Evaluation of the Corporate Image of International Tourist Hotels by Taipei Inbound Travel Agents

許惠美(Hui-Mei Hsu) ； 陳思倫(Sz-Reng Chen)

《觀光研究學報》 8卷2期 (2002/12) Pp. 1-17

https://doi.org/10.6267/JTLS.2002.8(2)1

摘要

本研究目的在瞭解台北市經營來華旅客之國內旅遊業務的旅行業者對十一家大型國際觀光旅館企業形象要素的整體評價。各要素之整體評價為其重要程度乘上滿意程度。本研究採問卷調查法，針對六十二家經營來華旅客之國內旅遊業務的旅行業者發出170份問卷，共收回有效問卷143份，問卷回收率為84.12%。
在問卷調查中先擬出三十一個影響國際觀光旅館企業形象要素做為各國際觀光旅館企業形象之評價，研究結果發現，各飯店在各要素的整體評價之高低及利用因子分析所得出之共同因素的數目與內涵上有所差異，以及利用逐步迴歸分析所得出之影響各飯店整體評價的顯著要素亦不盡相同。

關鍵字

經營來華旅客之國內旅遊業務的旅行業 ； 國際觀光旅館 ； 企業形象 ； 整體評價 ； 因子分析 ； 逐步迴歸分析

並列摘要

The major purposes of the study are to investigate the overall evaluation of thirty one corporate image variables of the eleven international tourist hotels by inbound business travel agents in Taipei city, and examine with corporate image variables significantly influence the overall evaluation scores of individual international tourist hotels. The level of importance times satisfaction level is the overall evaluation. One hundred and seventy questionnaires were delivered to seventy five inbound business travel agents and among them one hundred and forty three questionnaires are valid and used in the subsequent analysis.
The major findings are as the followings. Different overall evaluation scores of individual corporate image variables in the factor analysis, different numbers and structures of common factors derived from thirty one corporate image variables, and different corporate image variables significantly influencing the overall evaluation scores in the stepwise regression analysis of individual international tourist hotels are found.

並列關鍵字

Inbound Business Travel Agent ； International Tourist Hotel ； Corporate Image ； Overall Evaluation ； Factor Analysis ； Stepwise Regression Analysis

參考文獻

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