以AHP探討影響綠色旅遊套裝行程之關鍵因素

NHUIR > College of Management > Department of Tourism Management, The M.A. Program of Tourism Management and Leisure Environment Management > Disserations and Theses(M.A. Program in Tourism Management) > Item 987654321/28790

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Title:	以AHP探討影響綠色旅遊套裝行程之關鍵因素
Other Titles:	Use of AHP to Discuss the Key Factors Affecting Green Tourism Package
Authors:	梁軒慈 LIANG, HSUAN-TZU
Contributors:	旅遊管理學系旅遊管理碩士班丁誌魰 TING, CHIH-WEN
Keywords:	層級分析;綠色旅遊;套裝行程 analytic hierarchy process;green tourism;package tour
Date:	2021
Issue Date:	2022-08-16 11:16:11 (UTC+8)
Abstract:	2020年初，因COVID-19疫情逐步加劇，各國陸續封城鎖國、管制出入境及停發觀光簽證等限制，對旅遊觀光業的衝擊甚巨。即使各國疫情控制得宜，但人心的恐懼依舊迅速瀰漫各界，相關業界也經歷大震盪，因各國實施出入境管制，昔日地球村的往來瞬間凍結，連帶衝擊台灣的旅遊觀光、餐飲業等。　　直到2020年中，疫情看似趨緩，經調查發現在台民眾疫情期間仍會搜尋旅遊資訊，且有過半（58%）的旅客認為，在疫情期間雖然無法自在旅遊，依舊正向看待觀光活動不會完全終止，而是發展成後疫情時期的新興旅遊模式。　　本研究運用AHP（Analytic Hierarchy Process，AHP）分析階層程序，透過專家意見歸納出各層級之準則，並整理成問卷兩兩比較，採專家訪談法施發問卷，確定顧客對於綠色旅遊套裝行程的重要因素。　　根據本研究成果顯示，主構面權重排序是導覽服務（0.323）；接下來依序為環境（0.292）、住宿（0.143）、交通（0.131）、餐飲（0.111），次構面權重排序環境生態素養影響最大（整體權重：0.094），其次為旅客對導覽人員的信賴度（整體權重：0.090），第三為自然景觀（整體權重：0.080），第四為永續教育素材（整體權重：0.078），第五為建立旅程解說專業度（整體權重：0.076）環境為影響綠色旅遊套裝行程最大因素，看來在疫情的爆發，環境的影響非常甚大，若能提高週邊或自身園區內的環境及生態品質，便能帶來一波新商機。並依據本研究結果可提供相關旅宿業者參考之用。　　At the start of 2020, countries went into lockdown with various border control measures and suspension of tourist visas due to the COVID-19 pandemic. This has affected the tourism industry severely. Although many countries have the pandemic under control, the fear remains widespread and every industry is still very much shaken by the drastic changes. With the border control measures, the former connectivity in the global village has also been frozen immediately, affecting the tourism and F&B industries in Taiwan.　　The pandemic seemed to have been ebbing by the middle of 2020, and studies had shown that Taiwanese still searched for tourism-related information during the pandemic. More than half (58%) of Taiwanese tourists believed that although they could not travel freely during the pandemic, they were positive that tourism activities will not be halted completely, and a new form of traveling would emerge during the post-pandemic era.　　This study used the analytic hierarchy process (AHP) with the hierarchy in surveys classified based on expert opinions, allowing for comparison. The surveys were given out based on expert interviews to confirm the important factors dictating the choice of green tourism package by consumers.　　The result showed that for the main aspects, the weightage ranking ranked guided tour service (0.323) as the highest, followed by environment (0.292), accommodation (0.143), transportation (0.131), and food and beverage (0,111). For the secondary aspect, the weightage ranking ranked environmental ecology as the highest (overall weightage of 0.094), followed by the trust tourists have for the guide (overall weightage of 0.090), natural scenery (overall weightage of 0.089), educational materials on sustainability (overall weightage of 0.078) and the　professionalism of guided tour (overall weightage of 0.076). This shows that the environment is the major factor in choosing a green package tour. Since the environment is highly affected by the pandemic, if the environment and ecology of the park and/or the surrounding area can be improved, this can bring a new wave of business　opportunities. The results from this study can be used as a reference for companies in the tourism and hotel industry.
Appears in Collections:	[Department of Tourism Management, The M.A. Program of Tourism Management and Leisure Environment Management] Disserations and Theses(M.A. Program in Tourism Management)

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