廠商參與國際旅展之目標、功能與績效滿意度之相關研究：以航空公司及旅行社觀點為例

回顧過去文獻，商展一直爲企業重要的行銷組合工具之一，然而鮮少論文深入研究比較不同產業問參加單一商展認知之差異性。本研究乃結合商展理論與實務，建構多面向的分析模式，藉由航空公司與旅行社互爲供應商與代理商之連動業績銷售關係與認知，衡量二種產業同時參加國際旅展之目標、功能與績效滿意度相關研究。根據「2008年台北國際旅展」參展廠商中，航空公司14家、旅行社45家，進行問卷調查。結果分析顯示二種產業參加國際旅展目標之「市場資訊收集目標」有顯著差異性，在參加國際旅展功能之「訓練旅遊銷售員工」及「招募新的旅遊經銷商」等二個題項，具有顯著的差異，在參加國際旅展績效滿意度之「銷售旅遊產品（增加業績）」、「提高企業形象／知名度」、「訓練旅遊銷售員工」及「提高員工士氣」等四個題項，具有顯著的差異。同時，期待本研究之結果，提供航空公司與旅行社管理階層，未來參加國際旅展時之決策、制定策略行動之參考依據，確認參加國際旅展更臻完善。

關鍵字

旅展；商展；航空公司；旅行社

並列摘要

Trade fairs are one of the most important components in firm marketing mix; however, little analysis has been done via a comparison research on trade fairs across industry sectors. This paper develops a multidimensional analysis model to measure objectives, functions, and satisfaction of performance measurement of international travel fair (ITF). Since travel agencies have always played a key role in the delegation of airline sales, this comparative study is to identify the different perspectives between exhibitors, suppliers (airlines) and key distribution channels (travel agencies) participating in ITF. The sampling frame of the survey is constructed with the 14 carriers and 45 travel agencies attending at ”2008 Taipei Travel Fair”. The significant difference between the two businesses, airlines and travel agencies, lies in ”gaining access to market information” regarding to travel fair objectives while the noticeable differences lie in ”training personal selling job roles” and ”recruit and develop the appropriate distribution channels” regarding to travel fair functions . There are four more distinct differences lie in ”selling achievements”, ”image maintenance and enhancement”, ”training personal selling job roles” and ”employee morale enhancement” regarding the satisfaction of performance of travel fair between the two businesses. It is hoped that the above research findings will help the two industry sectors improve managerial decision making, and take specific actions to achieve a successful trade fair in the future.