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題名:海外旅遊代理商評選模式之建構與應用
作者:陳玟妤 引用關係
作者(外文):Wen-Yu Chen
校院名稱:銘傳大學
系所名稱:管理研究所博士班
指導教授:林進財
李 銓
學位類別:博士
出版日期:2008
主題關鍵詞:服務品質重要事件法團體套裝旅遊理想解類似度偏好順序評估法海外旅遊代理商網路層級分析法TOPSISANPCITservice qualitytravel intermediaryGPT
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亞洲地區旅行社面臨著21世紀高競爭壓力的海外旅遊市場,且多數倚賴海外旅遊代理商,安排與執行亞洲國家遊客盛行之團體套裝旅遊(GPT)行程與內容。因此,從旅行社管理者與第一線服務人員之觀點,探討海外旅遊代理商之評選準則並建立評選模式,對旅行社經營者而言是重要課題。在組織購買行為理論中,本文是第一個以服務性產業為主來探討代理商評選之研究,首先運用重要事件法(CIT)萃取36位旅行社產品經理與36位領隊之觀點建立評選準則,結合網路層級分析法(ANP)與理想解類似度偏好順序評估法(TOPSIS)建構出海外旅遊代理商之評選模式,再以個案驗證之。本文研究結果將有助於海外旅遊代理商服務品質之提升,並提供國內旅行社經營者擬定海外旅遊代理商評選政策之參考。
Asian travel industry, in terms of outbound travel markets, has been confronting the global accelerating competition in 21st century. Regarding to the outbound travels, the incumbent travel intermediaries (destination tour operators), and the ultimate front-liners of group package tours (GPT) provisions is accordingly essential. In previous studies, the concept of supplier selection is mainly discussed in the organization buying behavior. However, they did not examine the specific issues addressed in the present research. Therefore, the purpose of the study is to integrative the opinions of product managers and tour leaders, and further focus on the travel intermediaries’ evaluation criteria considered in their evaluating process. Assessment dimensions and criteria were collected from 36 senior product managers and 36 tour leaders using critical incident technique (CIT). Additionally, using the analytic network process approach (ANP) to calculate overall weights further integrates the technique for order preference by similarity to ideal solution (TOPSIS) via the insights of host travel agency. Research results objectively enable the Asian travel agencies to evaluate the sustained travel intermediary as well as elaborating the service performance and quality.
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二、中文部分
1. 交通部觀光局,「中華民國九十五年國人出國旅遊消費及動向調查報告」,台北:交通部觀光局,民國96年。
2. 曹勝雄、曾國雄、張德儀,「旅行業組織購買選擇行為之研究-羅吉特模式之應用」,管理與系統,第4卷第2期,頁127-146,民國86年。new window
3. 鄧振源,「計畫評估-方法與應用」,基隆市:運籌規劃與管理研究中心,第二版,民國93年。
 
 
 
 
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