評選會議旅遊承辦旅行社之考量因素研究:以七大臺灣產業公協會組織為例

Selecting Factors of Convention Travel Agency: The Case of the 7 Mega Industrial Unions in Taiwan

李語蓁(Yu-Jhen Li)

指導教授 ： 王國欽

國立臺灣師範大學/運動與休閒學院/餐旅管理與教育研究所/碩士(2013年)

摘要

兩岸經貿交流日趨頻繁，我國與大陸工商團體之會議旅遊成為不可忽視的市場，然而過去缺乏以工商產業的公協會觀點去探討其對會議旅遊之需求因素。本研究以七大臺灣產業公協會為研究對象，並以熟悉兩岸業務之要職人員進行深度訪談。本研究採用內容分析法，其研究結果發現公協會與旅行社之間存在商業關係網絡，旅行社應改變過去經營模式，與企業建立網絡提供售前售後服務，推動臺灣觀光服務業的成長。此外醫療、服務業人才培訓課程、文創產業的推動，是中國現階段來臺學習之重點發展，旅行社藉由建立人脈關係網發展課程規劃能力，與產、學兩方建立合作模式，是未來發展競爭能力的重點項目。
另外，針對旅遊產品規劃，跳脫中國旅客就是要來臺灣阿里山、日月潭的刻板思維，改以規劃具人文歷史背景的深度單點之旅；在7位訪談對象針對旅遊產品各構面重要程度的評分，彈性的交通安排更是工商性質客戶最關注的項目。而在評選旅行社的資訊來源構面，業務人員的效率和專業知識、承辦旅行社的口碑是最為被重視的項目，親友推薦、其他企業與公協會成員推薦、網站資訊三項則是被評定最不重要的評選來源。其他在教育學習構面，研究結果發現在參與會議旅遊中，依據客戶需求訂定需求和企業深度參訪、提供相關參訪或會議資訊是最被重視的三項目；最後，在服務回應構面中，研究發現公協會性質客戶對於品牌口碑、服務人員(包含：導遊、領隊、業務人員)的專業知識、親和力、應變能力是重視的服務項目。
本研究結果可提供學術與實務上進一步之思維與意涵，由於兩岸經貿交流密集的趨勢下，未來專門承辦會議旅遊的旅行社必須更了解這些特殊客戶之需求，可利用本研究結果做為探討會議旅遊旅行社經營模式的改變；同時，本研究結果亦可作為實務上的貢獻，提供會議旅遊承辦旅行社教育業務人員了解客戶需求之來源。

關鍵字

會議旅遊 ； 旅行社 ； 產業公協會 ； 評選因素 ； 組織購買行為

並列摘要

The economic and trade of both sides is getting closer and closer. The convention travel of industrial and commercial associations from Taiwan and China had become an unneglected market. However, there is lack of industrial unions’ viewpoint to explore its convention travel demand factors in the past studies. Content analysis research found out that, relationships of business exists between unions and travel agencies. Travel agencies should change the past business model, establish a network with enterprises to provide better services before and after sales, and promote the Taiwan’s tourism service industry.
Besides that, at this moment, priority developments of China come to Taiwan to study and learn in several sections, which including medical, training courses of service personnel, promotion of cultural and creative industries.
Travel agencies should develop the ability of courses planning through the establishment of network relationships with other business and enterprises. Build up a cooperation mode with both industry and academic is the main project to develop the competitiveness in the future. In part of tourism products planning, travel agencies should get rid of the stereotyped thinking which China tourists wish to go Taiwan's Alishan and Sun Moon Lake. Change to a journey full with cultural and historical background. 7 key position interviewees rated for the importance level of each
dimension of travel products. Results found that the flexibility of transport arrangement is the most concerned part for industrial and commercial customers.
For the dimension in selective the information sources of travel agencies, the efficiency and expertise of agents and sales, and the reputation of travel agencies is the
most important part. While recommend from friends and relatives, from other enterprises or members of union, and information from websites were three factors which rated at
unimportant sources selection.
In dimension of learning and teaching, results found that the most important part for convention travel is set the demand based on customer’s needs, to arrange a depth visit of enterprise, and provide information of visit and convention. Lastly, in the dimension of service responses, research found that union customers are concern in travel agencies’ reputation of brand, and the ability of expertise, affinity, resourceful and fast react of
tour guide, tour leader and agents.
The results of this study provide further thinking and construction to both academic and practical. The frequently exchanges of economic and trade between both sides is
becoming a trend. For the travel agencies which specialized in convention travel, there must have a better understanding of the needs of these special customers. The results of this study can be use by travel agencies to explore the convention travel and changes on business model. At the same time, the results of this study can also be used as a practical contribution, and provide a source to travel agencies to educate the staff in understand on
customer’s needs.

並列關鍵字

convention travel ； travel agency ； industrial unions ； selecting factors ； organizational buying behavior

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