在國際觀光航線方面，航空公司不僅提供單一運送服務方式，大多會與旅遊相關產業業者合作，透過航空公司品牌，推出各式套裝行程旅遊，以開創市場客源並提供旅客更高旅遊服務品質。本研究主要是在探討臺灣至峇里島觀光航線之航空公司套裝旅遊規劃問題，以中華航空公司、長榮航空公司為研究對象，當航空公司可與五星級、三星級與民宿等飯店業者以及旅行社業者合作推出自由行（機加酒）或套裝旅遊（機加酒加行程）之旅遊方案，本研究以敘述性偏好法建立個體旅遊偏好模式，探討受訪者前往峇里島旅遊時之考慮因素，此研究結果可針對航空公司套裝旅遊方案做不同營運策略的規劃，提供航空公司與相關業者參考。

Airlines always provide packaged tour with the strategic alliance of the hotel/travel agency to get more passengers and larger benefits on the international tourism lines. The study is aimed to explore the preferences of trave4ling passengers under the different circumstances of the alliances of airliner, hotel and travel agency. By using of stated preference method, we selected airliner, including two Taiwanese airlines; three levels of hotel/resort, and different types of travel agencies as the attributes (levels). We collect the data from the passengers who traveled from Taiwan to Bali, one of the most famous tourism islands in South-East Asia. The results of the study indicate that airlines packaged tour of strategic alliance can correctly improve the travelers' preference and increase airline's passenger. From the utility of social-economic attribute, like as age, sex and income, we can suggest airlines provide different marketing strategy to the consumers.