航空業在觀光行銷內涵中之飛行常客計劃—以台灣地區之航空公司為例

南華大學機構典藏系統 > 本校期刊 > 旅遊管理研究 > Item 987654321/6243

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题名:	航空業在觀光行銷內涵中之飛行常客計劃—以台灣地區之航空公司為例
作者:	楊志義;劉怡君
关键词:	promotional program marketing passenger services
日期:	2002-06-01
上传时间:	2010-12-21 15:33:57 (UTC+8)
出版者:	南華大學旅遊事業經營學系
摘要:	This study was undertaken to firstly provide a better understanding of the general principles of tourism marketing and secondly to examine the effectiveness of the current approaches to marketing in the tourism sector using the airline industry in Taiwan as a model. A common marketing technique widely adopted in the airline industry-Frequent Flyer Programmers (FFPs) have been investigated to explore the characteristics of marketing management in the tourism field, with a particular focus on issues related to the extensive utilization of FFPs by the airline industry.The fundamental rationale for utilizing the concept of FFPs as a major marketing technique has been examined and identified through an extensive literature review and surveys conducted with various tourism agencies in Taiwan. A questionnaire specifically developed for this study has been employed to gather data along with interviews with selected executives of airlines and their partners. The data gathered have been analyzed to provide a comprehensive understanding of the concept of FFPs within the context of marketing in the tourism field. The factors affecting the success and/or failure of the FFPs from the viewpoints of both carriers as well as the passengers, the role of FFP partners, economic implications of the FFPs and the role of technology for effective implementation of FFPs are discussed.The results clearly indicate the importance of FFPs as an effective marketing technique in the airline industry with positive implications for the financial performance of the carriers involved and their partners.
關聯:	旅遊管理研究 2卷1期
显示于类别:	[本校期刊] 旅遊管理研究 [旅遊管理學系(旅遊管理碩士班)] 旅遊管理研究

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