南華大學機構典藏系統:Item 987654321/6286
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    Please use this identifier to cite or link to this item: http://nhuir.nhu.edu.tw/handle/987654321/6286


    Title: 賞鯨價格競爭與差異化贈品策略
    Authors: 李堯賢;何依倫;楊琮泰;呂英瑞
    Keywords: 賞鯨
    價格競爭
    差異化
    贈品策略
    生態旅遊
    Date: 2006-06-01
    Issue Date: 2010-12-21 15:34:45 (UTC+8)
    Publisher: 南華大學旅遊事業經營學系
    Abstract: 本文探討在海洋觀光產業中提供賞鯨生態旅遊活動的廠商採取差異化贈品策略的經濟效益分析。特別是面對遊客有可能在賞鯨生態旅遊中未見到鯨豚的情況而產生失望時，廠商補償遊客的贈品策略要如何決定？本文指出，目前廠商所採取的相同消極贈品策略是不具經濟效率的。本文的分析結果顯示，廠商間採取差異化的贈品策略會緩和廠商間的賞鯨價格競爭以及增加利潤水準。而在遊客失望成本的變異充分大的條件下，廠商採取差異化贈品策略也可增加社會福利。換言之，廠商間採取相異贈品策略是具經濟效率的。
    Relation: 旅遊管理研究
    6卷1期
    Appears in Collections:[The Journals of Nanhua University ] Tourism management research
    [Department of Tourism Management, The M.A. Program of Tourism Management and Leisure Environment Management] Tourism management research

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