| 摘要: | 本研究主要是針對參與過套裝行程之消費者加以研究分析，以了解參與套裝行程之消費者選擇旅行社之選擇因素。將回收之357份問卷以敘述性統計、信度分析、變異數分析（One-Way ANOVA）、因素分析、迴歸分析、集群分析，來探討消費者選擇旅行社之行為。研究結果發現：消費者在選擇旅行社時，其重視為：旅遊行程的安全性，旅行社承諾與客人議定內容的保證(ex.出團日期.行程.飯店…)，旅行社和消費者間的旅遊契約及保險。經集群分析依其選擇行為將市場區隔為三群：「服務承諾型」、「重視遊程型」、「全面重視型」。透過迴歸分析來了解選擇行為及整體滿意度對忠誠度之關係，整體滿意度、遊程安排因素、服務環境因素對忠誠度具影響力，其中整體滿意度與服務環境因素皆為正向影響。忠誠度受到整體滿意度的影響極大，當消費者的滿意度越高，則其忠誠度亦越高。
This study is to analyze factors that influence package tour consumers choosing travel agencies. Totally 357 effective questionnaires are analyzed by, descriptive statistics analysis, reliability analysis, one-way analysis of variance, factor analysis, regression analysis, cluster analysis to study consumers choosing travel agencies. The result of this research reveals that customers attach importance on the following factors while choosing travel agencies: Safety factors, travel agencies’ tour plans (embarking date, schedule, hotels etc.), the traveling agreements and insurance contracts between customers and travel agencies. Via cluster analysis, according to customers’ choice intention, customers can be classified into 3 segments: customers who stress on travel agencies’ services, customers who attach importance to the schedule of the tour or customers who stress on all aspects. Through regression analysis, one can understand the relationship between choosing behaviors, overall satisfaction and loyalty. As well as to understand how the overall satisfaction, traveling schedule and factor of service environment affect the loyalty. The result shows that overall satisfaction and service environment perform positive influences. Overall satisfaction affects greatly on customers’ loyalty, the higher the customers’ satisfying level, the higher the loyalty. |
