獎勵旅遊目的與條件評估之研究－以壽險業從業者為例

Research into Factors Influencing Incentive Travel Decisions Made by Life Insurance Companies' Employees

陳嘉隆(Chia-Long Chen)

《觀光研究學報》 8卷2期 (2002/12) Pp. 177-192

https://doi.org/10.6267/JTLS.2002.8(2)11

摘要

獎勵旅遊為台灣地區壽險業者從事獎勵業務員最主要的方式，一年舉辦兩次為最常見，且集中在每年4至6月，旅遊地區以束南亞地區為主，旅遊天數都期望在5-8天。預算經費在一萬至兩萬之間。進一步分析舉辦獎勵旅遊的目的可以分為五項主要目的，如『增加銷售力』、『創新管理能力』、『強化組織力』、『提昇經營績效』與『提高員工福利』等。選擇旅遊地點所考量的三項主要因素，為『當地旅遊環境』、『當地旅遊吸引力』與『當地旅遊資源』等。最後，探討選擇承辦旅行社的考量因素，可以分為，『旅遊整體品質』、『旅行業者形象』與『公司高層決策』等三項。之後，運用ANOVA分析，目的是探討壽險業者個別屬性，分別與『舉辦獎勵旅遊的主要目的』、『選擇獎勵旅遊地點考量因素』與『選擇獎勵旅遊地點考量因素』等三項主要因素分析是否具顯著差異。發現女性比男性顯著重視『創新管理能力』與『當地旅遊吸引力』；年齡分佈36-40歲較25-30歲的顯著重視『當地旅遊資源』；教育程度越高的顯著重視『創新管理能力』與『旅行業者形象』。

關鍵字

旅遊 ； 獎勵旅遊 ； 壽險業

並列摘要

In order to provide incentives for the Life Insurance Companies' employees, travel packages is seemingly the common option. The five main reasons to why travel packages are used as incentives for the Life Insurance Companies' employee are as follow: To increase the sales level, to enhance creative management skills, to improve in organizational skills, to increase productivity and to provide more benefits for the employees. Furthermore, there are three factors to be considered while choosing a most suitable location to travel to. They are the environment, the attractiveness of the location and the resources of the location. Lastly, the travel agency will be taken into consideration. When selecting a travel agency, a number of factors such as the quality of the service provided, the overall image of the travel agency and the top management's considerations about this issue are looked upon. By examining the reasons of having travel package as incentives, the factors influencing the choice of the location and the selection of travel agency, the ANOVA analysis method is used to understand about the different factors that will influence the employees' decision about the travel package. The results show that female employees of the age ranging from thirty-six years old to forty years old are more affected by the enhancement of creative management skills factor and the attractiveness of the location than male employees. Female employees of the age ranging from twenty-five years old to thirty years old are more influenced by the resources of the location. Furthermore, results are shown that the higher the educational level, the more they are influenced by the enhancement creative management skills factor as well as the image of the travel agency.

並列關鍵字

Travel ； incentive Travel ； Life Insurance Industry

參考文獻

Becky, M.(2002).Show them the money.(Sales and Marketing Management, Apr.).

Darryl, H.(2002).Getting the feel for employee rewards.(Canadian HR Reporter, Jan).

Dempsey, K.(1996).All the world`s a stage.(Marketing).

Gitelson, R. J.,Crompton, J. L.(1983).The Planning Horizons and Sources of Information Used by Pleasure Vacationers.Journal of Travel Research.21(3),2-7.

Heung, V. C. S.,Chu, R.(2000).Important Factors Affecting Hong Kong Consumers` Choice of a Travel Agency for All-Inclusive Package Tours.Journal of Travel Research.39,52-59.