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題名：小費給予制度差異化與旅遊團費競爭
書刊名：觀光休閒學報
作者：鄧瑞兆 引用關係／孔秀琴／李堯賢 引用關係
作者(外文)：Teng, Ruey-jaw／Kung, Sheu-chin／Lee, Yao-hsien
出版日期：2009
卷期：15:2
頁次：頁163-186
主題關鍵詞：小費給予制度；小費全包制；旅遊團費；領隊服務；網路效果；Tipping system；Tip-included system；Tour price；Tour leader service；Network effect
原始連結：連回原系統網址new window
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策略性運用小費給予制度可以成為觀光旅遊業者創造差異化的服務策略。本文建構旅遊經濟模型探討在觀光旅遊產業中，廠商間實施差異化的小費給予制度對廠商利潤，遊客消費者剩餘，以及社會福利的影響。模型的分析結果顯示：(1)廠商策略性地實施與競爭對手差異化的小費給予制度，亦即小費全包制，不但可提高其利潤水準，而且也使競爭對手的利潤水準提高。(2)廠商實施差異化的小費全包制並不一定會造成其遊客付出較高的總旅遊團費。實施小費全包制的廠商策略性地運用小費給予制度並結合領隊服務，以創造具有差異化的服務策略才是其經營競爭力的根本。(3)廠商實施具有差異化的小費給予制度不但可提高遊客的消費者剩餘，同時也可提高社會福利。最後，有關遊客間不同的生活型態屬性，對廠商旅遊團費與利潤水準的影響亦有探討。
Strategically adopted the tipping system created by tourist firms can be the profitable differentiated service strategy. This paper setups a tourism economics model to analyze how the differentiated tipping systems performed by the firms have the effects on firms' profits, tourists' consumer surplus, and social welfare. The results in the study indicate that (1) the firm strategically uses the differentiated tipping system which is different from its rival, that is, all-included tour price, not only can increase its profit, but also increase its rival's profit. (2) the firm exerting the tip-included system is not necessarily leading the tourists to pay higher total tour price. Strategically using differentiated tipping system and jointly with the tour leader's service to establish the differentiated service strategy that is the firm's competitive edge. (3) the firm exerts the differentiated tipping system can increase the tourist's consumer surplus and also increase social welfare. In addition, the tourists' life-style attributes influencing the firm's tour price and profit are also discussed.
期刊論文
1.Akerlof, G. A.(1997)。Social distance and social decisions。Econometrica，65(5)，1005-1027。  new window
2.王美慧、陳瑞龍、葉陳錦(20061200)。民宿旅客之消費行為探討--以花蓮地區為例。戶外遊憩研究，19(4)，1-30。new window  延伸查詢new window
3.林宗賢、劉佳旻(20070900)。溫泉遊客健康生活型態對其心理幸福感的影響。觀光研究學報，13(3)，213-233。new window  延伸查詢new window
4.Leibenstein, Harvey(1950)。Bandwagon, Snob, and Veblen effects in the theory of consumers' demand。Quarterly Journal of Economics，64(2)，183-207。  new window
5.Lynn, M.(2001)。Restaurant tipping and service quality: A tenuous relationship。Cornell Hotel and Restaurant Administration Quarterly，42(1)，14-20。  new window
6.Bodvarsson, O. B.、Gibson, W. A.(1994)。Gratuities and customer appraisal of service: Evidence from Minnesota restaurants。The Journal of Socio-Economics，23(3)，287-302。  new window
7.Lynn, M.、Grassman, A.(1990)。Restaurant tipping: An examination of three 'rational' explanations。Journal of Economic Psychology，11(2)，169-181。  new window
8.Lynn, M.、Graves, J.(1996)。Tipping: An incentive/reward for service?。Journal of Hospitality & Tourism Research，20(1)，1-14。  new window
9.吳宗瓊、劉瓊如(20080800)。旅遊紀念品購買行為的解析與探索--記憶在地特色vs旅遊伴手禮。觀光休閒學報，14(2)，189-212。new window  延伸查詢new window
10.Gerstner, E.、Hess, J. D.、Chu, W.(1993)。Demarketing as a Differentiation Strategy。Marketing Letters，4(1)，49-57。  new window
11.Chu, Wujin、Gerstner, Eitan、Hess, James D.(1995)。Costs and Benefits of Hard-Sell。Journal of Marketing Research，32(1)，97-102。  new window
12.Bernheim, B. Douglas(1994)。A theory of conformity。Journal of Political Economy，102(5)，841-877。  new window
13.王國欽(2006)。銀髮族團體套裝旅遊動機研究。觀光研究學報，12(2)，119-138。  延伸查詢new window
14.吳德晃(2004)。專業表現、服務努力、滿意度與小費之關係。旅遊管理研究，4(1)，39-52。new window  延伸查詢new window
15.李堯賢、呂英瑞、林怡芯、楊琮泰(2007)。競爭性與一致性服務費訂價策略之經濟效率分析：以觀光休閒遊憩產業為例。戶外遊憩研究，20(1)，49-67。new window  延伸查詢new window
16.Azar, O. H.(2003)。The Implications of Tipping for Economics and Management。International Journal of Social Economics，30(10)，1084-1094。  new window
17.Azar, O. H.(2004)。Optimal Monitoring with External Incentives: The Case of Tipping。Southern Economic Journal，71(1)，170-181。  new window
18.Azar, O. H.(2004)。The History of Tipping - From Sixteenth-century England to United States in the 1910S。The Journal of Socio-economics，33(6)，745-764。  new window
19.Becker, G. S.、Murphy, K. M.(1993)。A Simple Theory of Advertising As a Good Or Bad。Quarterly Journal of Economics，108(4)，941-964。  new window
20.Brown, K.(1972)。Puzzles & Problem, Q772。Journal of Political Economy，80(1)，13。  new window
21.Jacob, N. L.、Page, A. N.(1980)。Production, Information Costs and Economic Organization: The Buyer Monitoring Case。American Economic Review，70(3)，476-478。  new window
22.Kahneman, D.、Knetsch, J. L.、Thaler, R. H.(1991)。The Endowment Effect, Loss Aversion, and Status Quo Bias: Anomalies。Journal of Economic Perspectives，5(1)，193-206。  new window
23.Karni, E.、Levin, H.(1994)。Social Attributes and Strategic Equilibrium: A Restaurant Pricing Game。Journal of Political Economy，102(4)，822-840。  new window
24.Schwartz, Z.(1997)。The Economics of Tipping: Tips, Profits and the Market's Demand-supply Equilibrium。Tourism Economics，3(3)，265-279。  new window
25.Shy, O.、Grilo, I.、Thisse, J. F.(2001)。Price Competition When Consumer Behavior Is Characterized by Conformity of Vanity。Journal of Public Economics，80(3)，385-408。  new window
研究報告
1.Sisk, D. E.、Gallick, E. C.(1985)。Tips and Commissions: A Study in Economic Contraction。Washington, DC。  new window
學位論文
1.陳玟妤(2001)。旅行業領隊之平面廣告效果研究(碩士論文)。中國文化大學，臺北。  延伸查詢new window
2.陳俊男(1995)。出國旅遊旅行社供需行為之研究(碩士論文)。國立中山大學，高雄市。  延伸查詢new window
3.廖珮瑜(2003)。旅遊業領隊服務特性對顧客滿意度及忠誠度影響之研究。  延伸查詢new window
4.鄭明松(1994)。國人出國旅遊行為之研究－以臺北市地區居民為例。  延伸查詢new window
圖書
1.Kotler, P.、Bowen, J. T.、Makens, J. C.(2006)。Marketing for Hospitality and Tourism。Pearson Prentice Hall。  new window
2.Veblen, Thorstein B.(1899)。The Theory of the Leisure Class。New York：McMillan。  new window
3.Cheung, Steven N. S.(1969)。The Theory of Share Tenancy。University of Chicago Press。  new window
4.Shy, O.(2008)。How to Price: A Guide to Pricing Techniques and Yield Management。Cambridge：Cambridge University Press。  new window
5.Becker, Gary S.(1991)。A Treatise on the Family。Harvard University Press。  new window
6.嚴長壽(2008)。做自己與別人生命中的天使。做自己與別人生命中的天使。臺北。  延伸查詢new window
7.Azar, O. H.(2003)。Is Future Service a Reason for Tipping? Theory and Evidence。Is Future Service a Reason for Tipping? Theory and Evidence。Israel。  new window
8.Hemenway, D.(1988)。Price and Choices: Microeconomic Vignettes。Price and Choices: Microeconomic Vignettes。Cambridge, MA。  new window
9.Leibenstein, H.(1976)。Beyond Economic Man: A New Foundation for Microeconomics。Cambridge, MA：Harvard University Press。  new window
10.Pencavel, J. H.(1977)。Work Effort, On-the-job Screening, and Alternative Methods of Remuneration。Research in Labor Economics, Vol.1。Greenwich, CT。  new window
11.Swarbrooke, J.、Horner, S.(2007)。Consumer Behavior in Tourism。Consumer Behavior in Tourism。New York, NY。  new window
圖書論文
1.侯錦雄(2007)。休閒遊憩與人生發展。休閒遊憩：理論與實務。臺北：前程文化事業。  延伸查詢new window
 
 
 
 
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