Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/23047
標題: Using Dramaturgy Model to Determine the Critical Travel Factors When Delivering Services for Mainland Chinese Tourists in Taiwan and to Formulate the Marketing Strategy of Travel Agencies
以劇場理論探討大陸觀光客在台觀光時之關鍵服務需求與旅行社業者行銷策略之研擬
作者: 林正仁
Lin, Cheng-Jen
關鍵字: http://etds.lib.nchu.edu.tw/etdservice/view_metadata?etdun=U0005-0307200715022400;觀光;大陸觀光客;劇場理論;旅行社業者;灰關聯分析
出版社: 行銷學系所
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摘要: 
大陸觀光客近幾年來,成為在台灣相當受歡迎的旅客,主要原因就是其驚人的消費實力,而且來台人數每年大增,所以如何做大陸觀光客的生意,已經成為最具有吸引力的新商機,而本研究目的主要為探討大陸觀光客來台觀光時之關鍵服務需求。

本研究利用「劇場理論」中:場景、演員、觀眾、表演等四大構面,設計出「大陸觀光客問卷」及「旅行社業者問卷」兩份問卷,分別對大陸觀光客及台灣接待大陸觀光客的133家合法旅行社業者加以調查。透過旅行社業者及帶團導遊的協助,共回收124份大陸觀光客問卷及44家旅行社業者問卷。

問卷回收後,本研究運用灰關聯方法加以分析,得出來台觀光的大陸觀光客認為較重視且關鍵的5項觀光服務需求,其分別為:觀光的安全性是否充足、購買商品的品質良好(無瑕疵、非仿冒品)、觀光景點安排足夠的停留或自由活動時間、服務人員對顧客承諾的達成程度、服務人員不會因為太忙而疏於回應顧客。之後再對回收的大陸觀光客樣本進行集群分析,將其分成3個集群,其分別為年齡、收入中等、重視迅速敏捷性因素的「休閒享樂型觀光客」;年齡、收入較高重視品質因素、清潔因素的「品質追尋型觀光客」;年齡、收入較低重視流程安排與設計因素的「新奇體驗型觀光客」。

Among all the Asian market, mainland China was least affected by the economic downtown. It provides the source of tourism to many countries. In order to fully capture this market, it is important to satisfy the needs of the mainland Chinese tourists. How to do the business of the mainland Chinese tourist already become the most attractive new business opportunity. The purpose of the study aims to determine the critical travel factors when delivering services for mainland Chinese tourists in Taiwan.

Our research will design two kinds of questionnaire by using the “Dramaturgy Model”. One is for the mainland Chinese tourists who travel in Taiwan, the other is for the managers of travel agencies. A total of 124 mainland Chinese tourists and 44 managers of travel agencies were interviewed by questionnaire. (There are 133 legal travel agencies which are allowed to serve the mainland Chinese tourists in Taiwan.) Our research will use the method of Grey Relational Analysis to analyze our questionnaire.

The results indicate the 5 critical travel factors of mainland Chinese tourists are “The safety of the tourism”, “The quality of the special product”, “Enough time to enjoy the scenic spot”, “Commitment by the service provider”, “Responsiveness of the service provider”. And the questionnaire data of mainland Chinese tourists are divided into 3 clusters. One is named “Leisure-enjoying tourists” whose attributes are medium-aged, medium income and responsiveness-oriented. Another is named “Quality-seeking tourists” whose attributes are older age, high income, and quality-oriented. The other is named “Novelty-experiencing tourists” whose attributes are younger age, low income, and novelty-oriented.
URI: http://hdl.handle.net/11455/23047
其他識別: U0005-0307200715022400
Appears in Collections:行銷學系所

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