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題名:團體旅遊抱怨行為之研究
作者:汪芷榆 引用關係
作者(外文):Chih-Yu Wang
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:團體旅遊文化特質抱怨行為group travelcultural characteristicscomplaint behavior
原始連結:連回原系統網址new window
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以2006年國人出國型態為分析,參加團體套裝旅遊者,佔全年度出國旅遊總人次之一半以上。然而,近年台灣地區民眾對旅行社整體安排的滿意度明顯逐年下降,這意味著大多數的團體套裝旅遊的消費者對於旅行社所提供的服務品質感到不滿意,進而向旅行社或其他相關單位提出抱怨或申訴。由此觀之,團體旅遊需求呈正面成長,抱怨行為呈負面成長。
再者,不同文化特質之差異,更是進行消費者行為研究時,不可忽略的影響因素之一。國外學者在探討東西文化差異與特質時,慣以集體主義(collectivism)與個人主義(individualism)來區分;然而,國內學者卻指出若以二分法來分類,明顯忽略了中國人的某些特質。故本研究擬結合中國人之家族主義(familism)的文化特質,再從團體旅遊消費者之抱怨態度的角度,深入探討團體旅遊消費者之抱怨行為。本研究係透過便利抽樣的方式,請5年內曾參加過團體旅遊之消費者填答。共計發出550份問卷,去除無效問卷或未填寫完成者,總共有效問卷為463份,回收率為84.2%。
本研究發現,團體旅遊消費者之文化特質傾向與否,與其所選擇之抱怨內容沒有顯著相關;但與所採取之抱怨方式、抱怨強度有顯著相關;消費者抱怨態度高低之不同,其所採取之抱怨方式、抱怨強度亦有顯著相關。
In analyzing people in Taiwan going abroad in the year 2006, those who traveled via group travel are more than half of total numbers of people traveling overseas. However, recently the degree of satisfaction expressed by people in Taiwan region on the whole arrangement made by travel agencies has obviously declined year after year, meaning that most consumers in group package travels are unsatisfactory regarding the service quality provided by travel agency, resulting in many complaints or claims filed toward travel agencies or other relative units. Thus, as the demand for group travel rises positively, complaint behavior would grow in negative direction.
In addition, the difference in cultural characteristic is one influencing factor that cannot be ignored when conducting studies on consumer behavior. Foreign scholars, when exploring eastern and western cultural difference and characteristics, usually ap-ply collectivism and individualism for distinction. However, domestic scholars state that such two-way classification obviously overlooks some characteristics of ethnic Chinese. Therefore, the study aims to integrate issues of cultural characteristics of eth-nic Chinese and then explore in depth the complaint behavior of group travel con-sumers from the viewpoint of group travel consumers’ complaint attitude.
The study is conducted via convenient sampling on consumers that have partici-pated in group travel before. Among 550 questionnaires issued, after deducting invalid or incomplete questionnaires, there are 463 valid ones remaining, consisting 84.2% of returning rate.
Result of the study finds that group travel consumers’ cultural characteristic ten-dency is not significantly related to their chosen content of complaint, but significantly related to their chosen methods and extend of complaint. Consumers’ different degrees of complaining attitude is also significantly related to their chosen methods and extend of complaints.
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