碩士 / 國立高雄第一科技大學 / 行銷與流通管理所 / 96 / Independent travel is an important and growing sector of worldwide tourism. This study examines what travel benefit was sought by independent travelers in Japan, Koera and Southeast Asia, the extent to which marketing strategy are auctioned by travel agency.
This study focuses on travel benefi toward overseas frequent individual traveler. Through Quality Function Deployment (QFD) and Fuzzy Preference Relation (FPR), to confer which marketing strategy will be carry out first. By using FPR, we can obtains weights and ranks of aspects and attributes for marketing strategy. Through questionnaire survey and analysis, to obtain the factors of customers’ demands that can be used for QFD. After that, travel agency can turn the factors of customers’ demands regarding travel benefit into effective marketing strategy according to different segmentation.
This study chooses Japan, Koera and Southeast Asia as the research subject. The results are as follows: different independent travel has different travel benefit；different area has different marketing strategy. This study travel benefit sought modle, the affiliation by the relative weight calculates, and travel benefit of independent travel and the marketing strategy of travel agency, provides industry the detail information, its helpful to the promotion decision-making quality.
| Identifer | oai:union.ndltd.org:TW/096NKIT5691041 |
| Date | January 2008 |
| Creators | Yu-Ching Li, 李昱慶 |
| Contributors | Tsuen-Ho Hsu, 徐村和 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 98 |
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