團客對旅遊業服務創新、觀光偏好、心流體驗對品牌忠誠度影響之探討

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團客對旅遊業服務創新、觀光偏好、心流體驗對品牌忠誠度影響之探討

A Study on Travel Vistor Serivce Innovation, Tourism Preference, Flow Experience , and Brand Loyalty for Travel Agent

陳佳伶 , Masters　　Advisor：楊文廣;柳立偉　　

繁體中文

品牌忠誠度；心流體驗；觀光偏好；服務創新； Flow Experience ； Tourism Preference ； Service Innovation ； Brand Loyalty

Abstract │ Reference (145) │ Times Cited (1) │ Altmetrics

Abstract 〈TOP〉

Parallel Abstract 〈TOP〉

Along with the changes of the investment environment, service industry now has become the main economic of the developed country in the global economic. However, due to the changes of the economic environment and the transparent on tourist information, consumers participate in traveling activities has increased in Taiwan society. In order to reach sustainable management, service innovation is one of the key elements to increase the competitiveness. Therefore, this study is focus on reaching “Can consumers’ identification the service innovation which provides by travel agents?” In this study, we can get to know the differences between Service Innovation, Tourism Preference, Flow Experience and Brand Loyalty which effects on tourists of different demographic variables. And this study could be travel service developer’s reference when they are planning a brand new travel service or to adjust the content of the service. Furthermore, the study is to discuss tourism preference, travel visitors’ flow experience and brand loyalty effects on tourist industry. 
For the purpose of the above study, the main object of this study includes the consumers who was made up Lion Travel packages and was placed the order from the newly sales channel. This study surveyed people by using questionnaires, issued a total of 450 copies, 412 questionnaires were recovered. To deduct from those questionnaires with missing personal information or incomplete questionnaires, 401were effective questionnaires, and the effective recovery questionnaires rate were 97%. 
Then according to the needs of research purposes, this study were analyzed to process the data by Descriptive Statistics, Independent-Samples t Test, One-way ANOVA, Confirmatory Factor Analysis (CFA) . To analyze through LISREL model, the result of the study were shown as below:
1)	Part of service innovation, flow experience, tourism preference and brand loyalty were notable by using the model of different demographic on travel visitors.
2)	Travel agents’ service Innovation were a notable for flow experience.
3)	Travel agents’ service Innovation were a notable for tourism preference.
4)	Travel visitors’ flow experience were a notable for tourism preference.
5)	Travel visitors’ tourism preference were a notable for its brand loyalty.
6)	Travel visitors’ flow experience were a notable for its brand loyalty.
7)	Travel agents’ service innovation were a notable for its brand loyalty.

Reference ( 145 ) 〈TOP〉

朱瑞淵、陳梅君（2010）。自行車參與者深度休閒與遊憩專門化之研究－以美利達單車消遙遊爲例。智慧科技與應用統計學報，8(1)， 55-67。
連結：
何雍慶、莊世杰、黃柏棟（2012）。服務創新的程度會影響購買意願嗎？。全球商業經營管理學報，(4)， 37-52。
連結：
吳松齡（2003）。休閒產業經營管理。臺北市：揚智文化事業股份有限公司。
連結：
李君如（2005）。臺灣旅行業研究之發展回顧與評析。觀光研究學報，11(2)， 113-134。
連結：
周榮賢（Jung-Hsien Chou）、張弘毅（Hong-I Chang）、張世明（Shih-Ming Chang）（2013）。KKBOX使用者參與動機及關係品質對其顧客忠誠度之影響。資訊傳播研究，3(2)， 95-116。doi:10.6144/JIC.2013.0302.06
連結：

Times Cited (1) 〈TOP〉

陳敬啟(2015)。民眾對旅遊業品牌形象、旅遊知覺價值對再購意願影響之研究。朝陽科技大學休閒事業管理系學位論文。2015。1-70。

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