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    Please use this identifier to cite or link to this item: http://ir.lib.ncu.edu.tw/handle/987654321/65196


    Title: 客群知識、協同規劃對客製化旅遊行程再惠顧的影響
    Authors: 李春卿;QING,LEE CHUN
    Contributors: 企業管理學系
    Keywords: 客製化;客群知識;協同規劃;滿意度;再惠顧;Customization;Customer base of knowledge;Collaborative planning;Satisfaction;Re-patronage
    Date: 2014-07-31
    Issue Date: 2014-10-15 14:43:04 (UTC+8)
    Publisher: 國立中央大學
    Abstract: 隨著人們生活水準的提高,旅遊已成為現代人的一種生活需求,古人云:「讀萬卷書,行萬里路」,旅遊是為了體驗不同的人生歷程,在旅遊途中可以體驗到異於常規生活的人生經歷,接觸到不同的人事物。往往身處在旅途中時你會感覺到時光飛逝之快,彷彿當你還沉浸在那片意猶未盡的歡娛美好旅程中、還未看盡滿城美景之時,回程的鐘聲卻已陣陣在耳畔邊催響起,讓人不得不踏上回程的沉重步伐,所以與其說旅遊是一趟走馬觀花的觀賞體驗,倒不如說那是一次次對生命生活的探尋,探尋著萃取著人生生命的美好,拋開那與日俱增的繁忙工作,輕鬆踏上旅遊的步伐,痛痛快快的去旅一次遊,感受懷抱大自然的美景生活,享受這個世界萬事萬物的美好,讓生命回歸到最原始最純真與最自由自在的初衷真諦,尋求那一次次旅遊所帶給人們的驚喜與頗具生命深度意義之旅,啟發著省思著人生的生命歷程,豐富人生的經驗視野,去獲取體驗美好的旅途生活。

    對於旅遊學術的研究,過去的研究中都是以研究一般民眾的團體旅遊最多;然而近年來隨著國人收入的增高,支出消費需求也隨之被提升,因此生活型態上的不相同,於是對旅遊的需求擇選也不同,由於該趨勢特點,所以本研究特地以「客製化」為主軸,針對金字塔頂端高價位高品質服務的精緻型旅遊進行研究,探討這些購買客製化旅遊行程的旅客對購買後的滿意度與再惠顧意願的影響。
    本研究以問卷調查的方式,針對有參加過「客製化旅遊」的旅客為受試對象,進行發放210份問卷給受試者填答,最後回收到的有效問卷為137份,透過運用統計軟體STATISTICA 6.0版檢定「客製化、熟悉度、購買知識、一般旅遊知識、協同規劃,對購買後的滿意度與再惠顧之間的影響關係」,進行信效度測試、相關性分析、結構方程模式(SEM)的研究檢定。

    最後研究檢定結果顯示:「客製化」與「滿意度」之間無顯著的影響關係;「客製化」與「再惠顧」之間無顯著的影響關係;「購買知識」與「滿意度」之間有顯著的影響關係;「一般旅遊知識」與「滿意度」之間無顯著的影響關係;「協同規劃」與「滿意度」之間有顯著的影響關係;「協同規劃」與「再惠顧」之間無顯著的影響關係;「滿意度」與「再惠顧」之間有顯著的影響關係。
    由於「客製化、購買知識、一般旅遊知識、協同規劃對購買後滿意度與再惠顧的影響關係都不同」。針對此檢定結果,本研究將進一步提出相關的解說,希望透過此研究結果提供給日後旅行業者在「客製化」旅遊行程的安排規劃上可作為參考之用。;Tourism academic research, Past research literature appears most is the general population group travel. However in recent years people′s income increased, Then Consumer spending also increased.Different lifestyle, so travel needs and by choosing different. because of this trend, Therefore this thesis research customization theme. Research on top of the pyramid, high-priced, and high-quality services, such exquisite tourist. Discussion customized passenger travel satisfaction after the purchase and re-patronage effects.

    This study used questionnaires, have participated for“Customized Tours”of travelers test object, 210 questionnaires were issued by the testers to answer. Finally, 137 valid questionnaires received. Using STATISTICA 6.0 software verification“customized、 familiarity、purchase knowledge、general tourism knowledge、collaborative planning、influencing relationship satisfaction after purchase and re-patronage among”. To test the reliability and validity analysis, correlation analysis, structural equation modeling(SEM)analysis.

    Finally, research test results showed that:
    No significant impact between“customization”and“Satisfaction”
    No significant impact between“customization”and“re-patronage”
    “Purchase of knowledge”have a significant impact between“Satisfaction”
    No significant impact between“general tourism knowledge”and“Satisfaction”
    “Collaborative planning”have a significant impact between“Satisfaction”
    “Collaborative planning”and“re-patronage”no significant impact between.
    Have a significant impact between“satisfaction”and“re-patronage”

    Because“customized、buy knowledge、general tourism knowledge、collaborative planning、a significant impact on satisfaction and re-patronage different”. For this test result, this study will make a relevant explanation. Hope to provide travel industry in the future “customized travel”arrangement plan as a reference role.
    Appears in Collections:[企業管理研究所] 博碩士論文

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