本研究旨在探討遊客對奢華旅遊態度、產品要素與顧客價值影響的關係。為達上述目的,本研究以「奢華旅遊態度 產品要素與顧客價值影響關係之研究調查問卷」為工具,於2012年4月10起到5月10日止,以中華民國旅行品質保障協會所公布之歐洲 中東線 南非團體費用參考標準為對象 請同業在曾經參加過的旅客填答問卷,總共發放200份問卷,有效回收184份,問卷回收率為92%。資料分析以SPSS12.0統計軟體進行描述性統計分析、問卷效度與信度分析、集群分析、單因子變異數分析、線性結構方程模式。結果發現:1.奢華旅遊態度對產品要素有顯著正向的影響關係;2.奢華旅遊態度對顧客價值有顯著正向影響關係;3.產品要素對顧客價值有顯著正向影響。
This study aimed to explore the relation to the luxury tour attitude、the products factor and the impact of customer value. To achieve the above purpose, This study regards the questionnaire of the research about the relation to the luxury tour attitude、the products factor and impact of customer value as a tool. In 2012, from 10 April to 10 May, the reference standard of the Europe in the Middle East line of South Africa group cost announced by the ROC Travel Quality Assurance Association as the object, requesting the same trade have had participated it to complete the questionnaire. It provided in a total of 200 questionnaires were collected from 184, the response rate was 92%. The data analysis described by SPSS12.0 statistical software to conduct statistical analysis, questionnaire validity and reliability analysis, cluster analysis, single factor analysis of variance, linear structural equation model. It was found that (1) the luxury tour attitude has a significant positive influence upon the products factor;(2) the luxury tour attitude has significant positive influence on the customer value; (3) the products factor has a significant positive impact on the customer value.