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題名：航空公司參與國際旅展之動機、績效滿意度及展後挑戰之研究--以國籍航空／外籍航空公司為例
書刊名：運動休閒餐旅研究
作者：戚令宜／孫建寧／何學庸／廖儀芳
作者(外文)：Chi, Ling-yi／Sun, Chieh-nin／Ho, Shyue-yung／Liao, I-fan
出版日期：2014
卷期：9:4
頁次：頁103-127
主題關鍵詞：旅展；航空公司；動機；滿意度；Travel fair；Airline；Motivations；Performance
原始連結：連回原系統網址new window
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  • 被引用次數被引用次數:期刊(1) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:1
  • 共同引用共同引用:2
  • 點閱點閱:14
回顧過去文獻，有關商展相關之管理或績效評估已逐漸受到不同產業之重視。然而，國際旅展之相關研究似嫌不足。有鑑於此，本研究試以國際旅展為背景，針對廠商參與的動機、績效滿意度與展後挑戰之關聯性進行研究與分析。但考量國際旅展之廠商範圍及行業屬性之不同，參與國際旅展可能產生之營利與非營利動機，皆可能有所不同。因此，本文試以根據過去研究文獻較少論及之國籍航空公司與外籍航空公司作為樣本對象，並經由文獻探討之結果，擬定航空公司參與國際旅展之動機共計11項評量指標、績效滿意度11項評量指標、以及展後挑戰12項評量指標，做為問卷調查表之設計參考，再配合三個假設命題，除進行本研究之分析，亦同時於「2013年台北國際旅展」進行問卷調查作業。經由研究數據資料顯示，兩種不同航空公司（國籍／外籍航空公司）參展動機之認知結果，在命題一部分，國籍／外籍航空公司參與國際旅展之動機，顯示出在兩項指標題項，具有顯著性之差異。在命題二部分，國籍／外籍航空公司參與國際旅展之績效滿意度認知，顯示出在一項指標題項，具有顯著性之差異。在命題三部分，國籍／外籍航空公司參與國際旅展展後挑戰，則未顯示任何顯著性之差異。最後，本研究依據上述之研究結果，針對國籍／外籍航空公司參與國際旅展，提出管理意涵之相關建議，期使航空公司未來參與國際旅展時，能將更具有績效達成之效率性。
According to the literature review, the management and performance of trade shows has gradually received more attention for different industries. However, the shortage of research in international travel fair (ITF) as a sample empowers this paper to furthermore investigate the exhibitors’ motivations, performance and challenges at ITF. Exhibitors participating are from leisure / tourism related businesses, thus they may have different selling or no-selling propensities when participating at a travel fair. This paper focuses on exhibitors selected from Taiwanese-owned and international carriers as a research sample for further analysis. With the literature review, this paper develops 11 evaluation factors in total for exhibitors’ motivations, another 11 evaluation factors in total for exhibitors’ performance, and 12 evaluation factors in total for exhibitors’ challenges. Finally, all these factors are turned into a questionnaire and initiate 3 hypothesizes for further survey. The sample frame of the survey is constructed at ＂2013 Taipei International Travel Fair＂ in October 2013. The results are as follows. For hypothesize 1, two evaluation factors indicates significant differences between Taiwanese-owned and international carriers in motivation sector. For hypothesize 2, only one evaluation factor indicates significant differences between Taiwanese-owned and international carriers in performance sector. As for the hypothesize 3, it shows no significant difference between Taiwanese-owned and international carriers in challenge sector. In the end, this paper is anticipated to offer some managerial suggestions to carriers for the advance and improvement on the effectiveness of travel fair in the future.
期刊論文
1.Gopalakrishna, S.、Lilien, G. L.(1995)。A three-stage model of industrial trade show performance。Marketing Science，14(1)，22-42。  new window
2.Blythe, J.(2002)。Using trade fairs in key account management。Industrial Marketing Management，31(7)，627-635。  new window
3.Bonoma, T. V.(1983)。Get more out of your trade shows。Harvard Business Review，61，75-83。  new window
4.Carman, J. M.(1968)。Evaluation of trade show exhibitions。California Management Review，11(2)，35-44。  new window
5.Cleverdon, R.、Kalisch, A.(2000)。Fair trade in tourism。International Journal of Tourism Research，2(3)，171-187。  new window
6.Herbig, P.、O'Hara, B.、Palumbo, F.(1994)。Measuring trade show effectiveness: an effective exercise?。Industrial Marketing Management，23(2)，165-170。  new window
7.Lee, C. H.、Kim, S. Y.(2008)。Differential effects of determinants on multi-dimensions of trade show performance: By three stages of pre-show, at-show, and post-show activities。Industrial Marketing Management，37(7)，784-796。  new window
8.Li, L. Y.(2007)。Marketing resources and performance of exhibitor firms in trade shows: A contingent resource perspective。Industrial Marketing Management，36(3)，360-370。  new window
9.Rosson, P.、Seringhaus, F. H.(1995)。Visitor and exhibitor interaction at industrial trade fairs。Journal of Business Research，32(1)，81-90。  new window
10.Seringhaus, F. H.、Rosson, P.(1994)。International trade fairs and foreign market involvement: Review and research directions。International Business Review，3(3)，311-329。  new window
11.Seringhaus, F. H.、Rosson, P.(1998)。Management and performance of international trade fair exhibitors: Government stands vs. independent stands。International Marketing Review，15(5)，398-412。  new window
12.William, D. J.、Gopalakrishna, S.、Cox, M. J.(1993)。Trade show guidelines for smaller firms。Industrial Marketing Management，22(4)，265-275。  new window
13.Wu, J.、Lilien, G. L.、Dasgupta, A.(2008)。An exploratory study of trade show formation and diversity。Journal of Business to Business Marketing，15(4)，397-424。  new window
14.Dekimpe, G. M.、Francois, Pierre、Gopalakrishna, Srinath、Van den Bulte, Christophe(1997)。Generalizing about trade show effectiveness: A cross-national comparison。Journal of Marketing，61(4)，55-64。  new window
15.Shoham, Aviv(1999)。Performance in trade shows and exhibitions: A synthesis and directions for future research。Journal of Global Marketing，12(3)，41-57。  new window
16.唐偉展、魏菀玲、王宣喬、黃志偉、楊舒方(2014)。臺北國際觀光博覽會穩健邁向第8屆。旅報，831，24-29。  延伸查詢new window
17.Cavanaugh, S.(1976)。Setting object and evaluating the effectiveness of trade show exhibits。Journal of Marketing，40(10)，100-103。  new window
18.Deepak, C.(2005)。Defining authenticity and its determinants: toward an authenticity flow model。Journal of Travel Research，44(1)，64-73。  new window
19.Marken, G. A.(2004)。Trade show PR. It's time to focus on goal, substance, results。Public Relations Quarterly，49(3)，30-33。  new window
20.Montgomery, J. A.(1987)。Foreign trade fairs as an economic development tool。Economic Development Review，5(1)，40-43。  new window
21.Moorman, C.、Matulich, E.(1993)。A model of consumers' preventive health behaviors: The role of health motivation and health ability。Journal of Consumer Research，20(9)，208-228。  new window
22.Palumbo, F. A.(2008)。Trade show/fair piracy and industrial espionage。Journal of Convention & Event Tourism，9(4)，277-292。  new window
23.Gopalakrishna, S.、Lilien, G. L.、Williams, D. J、Sequeira, K. I.(1995)。Do Trade Shows Pay Off?。Journal of Marketing，59(3)，75-83。  new window
24.Smith, T. M.、Gopalakrishna, S.、Smith, P. M.(2004)。The complementary effect of trade shows on personal selling。International Journal of Research in Marketing，21(1)，61-76。  new window
25.Telfer, D. J.(1999)。Travel technology conference and trade show: moving the travel trade into the next generation。The International Journal of Tourism Research，1(1)，59-61。  new window
26.Yuksel, U.、Voola, R(2010)。Travel trade shows: exploratory study of exhibitors' pereptions。Journal of Business & Industrial Marketing，25(4)，293-300。  new window
27.Tanner, J. F.(2002)。Leveling the playing field: Factors influencing trade show success for small companies。Industrial Marketing Management，31(3)，229-239。  new window
28.何學庸、林金燕、張軒瑄(2009)。廠商參與國際旅展之目標、功能與績效之相關研究：以航空公司與旅行社觀點為例。休閒與遊憩研究，3(2)，101-103。new window  延伸查詢new window
29.Capon, N.、Farley, J. U.、Hoenig, S.(1990)。Determinants of financial performance: A meta-analysis。Management Science，36(10)，1143-1159。  new window
30.Sashi, C. M.、Perretty, J.(1992)。Do Trade Shows Provide Value?。Industrial Marketing Management，21(3)，249-255。  new window
31.Venkatraman, N.、Ramanujam, Vasudevan(1986)。Measurement of Business Performance in Strategy Research: A Comparison of Approaches。Academy of Management Review，11(4)，801-814。  new window
32.Herbig, Paul、Palumbo, Fred、O'Hara, Brad(1996)。Differences in trade show behavior between manufacturers and service-oriented firms。Journal of Professional Services Marketing，14(2)，55-78。  new window
學位論文
1.吳興蘭(2002)。國際展覽行銷策略分析--以交易成本為架構(碩士論文)。國立政治大學。  延伸查詢new window
2.蘇嘉偉(2004)。國際商展的參展動機、行動與績效(碩士論文)。銘傳大學。  延伸查詢new window
圖書
1.Cooper, D. R.(1995)。Business research methods。Chicago：Irwin。  new window
2.Dempsey, P. S.、Gesell, L. E.(1997)。Airline management: Strategies for the 21st century。Ariz：Coast Aire Publications。  new window
3.Steyn, L.、Newton, D.(2004)。IUCN impact assessment report。Pretoria：International Union for Conservation of Nature。  new window
4.WTTC(19970417)。World travel and tourism leaders in job-creation。London：World Travel and Tourism Council。  new window
5.(2013)。臺北國際旅展導覽手冊。臺北：觀光協會。  延伸查詢new window
6.溫月炢(2005)。如何參加國外展覽。臺北：外貿協會。  延伸查詢new window
7.潘清文(1996)。商品銷售策略。臺北：漢宇國際。  延伸查詢new window
8.Abdelghany, A.(2010)。Aviation and tourism。Ashgate Publishing。  new window
9.CEIR(1997)。The power of exhibitions II: success factors among computer/electronics/telecommunications exhibitors。Bethesda MD：center for exhibition industry research。  new window
10.Hanlon, P.(1999)。Global Airline。Oxford：Butterworth-heinemann。  new window
11.Lovelock, C. H.、Patterson, P.(2007)。Services marketing: an Asia Pacific and Australia perspective。Frenchs Forest：Pearson Education Australia。  new window
12.Morrow, S. L.。The art of the show。Texas：IAEM Foundation。  new window
13.Shaw, S.(2004)。Airline Marketing and Management。London：Pitman。  new window
14.Siskind, S.(2005)。Powerful exhibit marketing: the complete guide to successful trade shows, conferences and consumer shows.。Mississauga：John Wiley & Sons Canada Ltd.。  new window
15.Stevens, R. P.(2005)。Trade show and event marketing: plan, promotion, and profit.。Toronto：Thomson/South-Western。  new window
16.Yuksel, U.、Mermod, A. Y.(2004)。Service marketing。Cagaloglu：Beta publishing。  new window
17.Pride, William M.、Ferrell, O. C.(1991)。Marketing: Concepts and Strategies。NJ：Houghton Mifflin Inc.。  new window
18.Sailagyi, A. D. Jr.、Wallance, M. J.(1981)。Management and Performance。New Jersey：Scott, Foresman and Company。  new window
19.Nunnally, Jum C.、Bernstein, Ira H.(1978)。Psychometric Theory。McGraw-Hill。  new window
其他
1.丁威(20121026)。航空/雙體驗長榮航擄獲客戶心。  延伸查詢new window
2.王以慧(20130224)。旅展人氣強強滾！航空、觀光股樂，復航高飛攻漲停，http://news.cnyes.com/Content/20130524/KH7XY2RRTCLHV.shtml。  延伸查詢new window
圖書論文
1.何學庸、梁桂峰、廖慧婷(2006)。離線航空公司業務銷售代理商選擇之探討--以臺灣航空市場為例。2006年中華觀光管理學會暨臺灣休閒與遊憩學會。高雄：國立高雄餐旅學院。  延伸查詢new window
 
 
 
 
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