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題名:日本、臺灣、大陸三地境外團體旅遊發展差異之比較研究
作者:林毓珊
作者(外文):Yu-Shan-Lin
校院名稱:中國文化大學
系所名稱:國際企業管理研究所
指導教授:謝安田
學位類別:博士
出版日期:2008
主題關鍵詞:團體套裝旅遊旅遊發展比較研究group package tourtravel developmentcomparative study
原始連結:連回原系統網址new window
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本研究主要藉由蒐集日本、臺灣及中國大陸旅行社的境外團體旅遊產品,經由內容分析法將文字轉為量化的資料,進一步分析解構三地的目前的團體套裝旅遊(group package tour, GPT)產品設計並分析比較。
本研究三地各選定5家主要旅行社,共計有15家旅行社為研究樣本,藉由編碼員訓練及編碼表的設計,將一整年度各個線別的團體旅遊產品量化分析,日本有效分析樣本為4,232種產品(出團量38,852團、臺灣為5,932種產品(出團量102,040團)及中國大陸1,312種產品(出團量7,579團),有效樣本共計為11,476種產品。
研究結果發現三地在GPT產品的行程設計上有顯著差異;旅遊距離、旅遊目的地國所處的觀光發展階段,對於三地GPT產品設計有干擾作用,研究結果希望能補充既有團體旅遊發展模式理論的不足,並提供給旅行業者參考。
In many Asian countries such as Japan, Korea, Hong Kong, Taiwan, and China, the group package tour (GPT) is one of the main modes of outbound travel. In order to explore the emerging trends of the product design among them, three outbound travel market-Japan, Taiwan, and China were selected for investigation..
By using content analysis, GPT products of 15 well-known travel agents (5 each) were elected to analysis (4,232 kinds of product with 38,852 groups/Japan; 5,953 kinds of product with 102,040 groups/Taiwan; 1,312 kinds of product with 7,579 groups/China). In total, the valid sample products are 11,476.
The findings discovered three countries have significantly difference in GPT product design. Also, travel distance and the developing stage of destination country is a significantly moderator of the GPT product design. The findings of this study would provide useful knowledge to academics and the travel industry.
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