本文主要以雲嘉南地區的256家旅行社為對象，探討對於危機認知及發生危機時之緊急應變行為。本研究針對雲嘉南地區旅行社經理人以上職位者進行問卷調查，以普查方式進行，總計回收188份有效問卷。資料分析的方法有描述性統計分析、推論統計、單因子變異數分析、雪費多重檢定、卡方檢定以及信度分析。研究結果發現：1.採甲種旅行社總公司型態小型經營為主、成立10年內以大陸線為主要業務居多。2.鮮少因為旅行社屬性的不同而對危機認知有差異。3.旅行社屬性不同會導致緊急應變行為的差異。4.危機認知與緊急應變行為之間部分有相關顯著差異。5.面對危機時都要尋求外力協助處理。6.大部分認為SARS事件影響營運程度較嚴重。7.對於未來一年影響旅行社生意的頭號大敵以恐怖攻擊事件居多。同時針對三大公協會理事長做專家訪談，與和上述問卷調查做相互交叉比對分析，以求更具說服力。 This study investigated the travel agency for peacetime crisis cognitive and response when an emergent crisis occurs, Which focus on the Yunlin, Chiayi and Tainan area of 256 travel agents. Of this study was to survey and census form, These region of the cloud over travel agency manager positions to collect data, a total of 188 valid questionnaires. Research methods are Descriptive Statistics Analysis, Inferential Statistics, One-way of Analysis of Variance, Scheffe s Posteriori Comparison, Chi-Square Analysis and Reliability Analysis. The results showed: 1. Retail travel agents of small business mainly, set up 10 years in the mainland as the main business lines majority. 2. Very few travel agents because of the different nature of the crisis and cognitive differences. 3. Travel agencies belong to different strain-behavior will lead to the differences. 4.Cognitive crisis and emergency reponse between some significant differences related. 5. Faced with the crisis, we must seek external assistance. 6. That the majority of SARS affected trading was more serious. 7. The terrorist attacks will be the majority affect for tragvel agency business in the coming year. The focus on the three major public chairman of the Associations to do interviews with experts, and with the questionnaire survey done over the cross-cutting analysis, to be more convincing.
