獎勵旅遊在台灣地區的蓬勃發展,其中又以壽險業舉辦獎勵旅遊次數最頻繁,經驗最豐富,規模也最大。旅遊業者如何承辦壽險業之獎勵旅遊,及其關鍵成功因素為何,即為管理者之重要課題,亦是本研究立意探討之主題。本研究為探索性質化研究;首先使用文獻回顧法整理中外近期有關壽險業獎勵旅遊之相關文獻,接著以質性研究法中深度訪談與參與觀察兩種方法並用,歸納彙整出壽險業獎勵旅遊之關鍵成功因素。深度訪談對象先以二家旅遊業專司獎勵旅遊之負責人,從前導測試中獲得題項並修正題綱,再向台灣地區四家各具特色的壽險業主辦獎勵旅遊之主管為對象進行訪談。參與觀察法則實地前往澳洲黃金海岸及歐洲參與真實的壽險業獎勵旅遊,以旅遊業工作人員身份取得產業界一手資料,並與被獎勵者廣泛訪談,獲知其感受及需求,以提供業界作為舉辦獎勵旅遊之參考。經兩類資料交互比對分析後發現,台灣地區壽險業獎勵旅遊之關鍵成功因素相當眾多,可歸納為以下五者: 一、 舉辦流程之順暢合理。二、經費預算之規劃運用。三、 舉辦地點之資源評估。四、 承辦旅行社之選擇考量。五、 創意巧思之推陳出新。經本研究發現,以上五者條件必須兼備,方能成就一完整的獎勵旅遊,達到壽險業激勵士氣、提昇績效的目的。本研究之貢獻在於研究者同時亦是實務工作者,結合親身經歷提出研究建議:一、旅遊業需力求專業提昇並主導。二、參與者需兼顧精神層面之學習。三、壽險業需擴大參與並著重品質。
The incentive travel has expanded rapidly in Taiwan’s market, especially in the insurance industry. This work considers the significant challenges for the travel management, which include the study of the key factors of the successful handling the insurance industry’s incentive travel. This study is an exploration research; firstly using the method of case study to put together the recent internal and external literatures related to the incentive travel of the insurance industry, followed by using the qualitative research method, both in the in- depth interviewing and involves in observation to draw a conclusion of key success factors of insurance industry’s incentive travel. The research starts with two elect incentive travel superintendents of different travel agents and conducts the in-depth interviewing. From the interview, the topic outline and the revised topic are acquired. Moreover, the superintendents in charge of organizing the incentive travel of four different Taiwan’s most significant insurance brands are interviewed. To obtain the correct information, the participation of the insurance industry’s incentive travel in Gold Coast Australia and Europe is designed to learn the real needs and fees backs of the laureates. This research shows that all the five factors must be combined to achieve the completeness of incentive travel in order to accomplish the aims of incentive and increase the sales performance. There are many key success factors in incentive travel of insurance industry in Taiwan’s market after alternant analysis the outcomes from those two methods. Five major factors to sum up those outcomes: 1. Reasonable rundown. 2. Budget control. 3. Location selection. 4. Contractor’s specialty. 5. Grand creativity.