運用FAHP與DEMATEL探討台灣旅行社關鍵成功因素

本研究旨在探討影響旅行社關鍵成功因素，透過文獻彙整與專家意見，歸納出四個構面十五個影響因素，並以旅行社專業經理人與觀光休閒領域相關學者為受訪對象，首先運用FAHP法找出各因素指標之權重發現，構面中以「情緒價值」最大，指標則是（B2）客服人員專業的服務與熱忱；又考量各因素間並非完全獨立，且可能具有互相影響與因果關係，故再藉由DEMATEL分析，確認出核心關鍵因素為：（A2）領隊導遊解說能力與專業性、（A5）交通安排安全與舒適性、（C1）各項代辦費用與售價具競爭力、（D2）優良企業品牌形象與（D3）配合政府的政策與要求。整體研究結果希冀提供旅行社參酌，掌握關鍵成功因素，提升核心競爭力，建立永續發展之立基。

關鍵字

旅行社；關鍵成功因素（KSF）；模糊層級分析法（FAHP）；決策實驗室分析法（DEMATEL）

並列摘要

This study is aimed to investigate the critical successful factors for the operation of domestic travel agency. First, we utilize fuzzy analytic hierarchy process (FAHP) method to calculate the respective weighting for different interfaces and indicators, The results indicated that (B2) Professional services and enthusiasm was the most important factor. In addition, by Decision Making Trial & Evaluation Laboratory (DEMATEL), the results show (D2) Company brand image to be the greatest important criterion among all; thus, it should be treated with top priority to boost the travel agencies. The study provided valuable information based on experts' experiences and expected to help the travel agencies on setting priorities for making decision on limited resources.

並列關鍵字

Travel agency ； Key Success Factors ； FAHP ； DEMATEL

參考文獻

Tasi, S. B., Li, G., Wu, C. H., Zeng, Y., & Wang, J. (2016). An empirical research on evaluating banks’ credit assessment of corporate customers. SpringerPlus, 5:2088. DOI 10.1186/s40064-016-3774-0.

Wu, C. H., & Tsai, S. B. (2018). Using DEMATEL-Based ANP Model to Measure the Successful Factors of E-Commerce. Journal of Global Information Management. 26(1), DOI: 10.4018/JGIM.2018010107.

戴有德(2010)。旅行社選擇因素及忠誠度關係之研究一以社會交換前驅物為中介變項。休閒事業研究，8(4) P167-194.