碩士 / 銘傳大學 / 觀光研究所碩士在職專班 / 99 / The purpose of this study is to understand factors influencing Taiwan travelers on the selection of a travel agency for outbound honeymoon package tour. The study distributed 5,000 questionnaires to honeymoon tour customers via 1,125 travel agencies by mail and was conducted between March and June, 2010. 712 valid questionnaires from a total of 717 returns were analyzed through SPSS 13.0 for the research hypothesis. The result identified five factors as the key indicators for honeymoon travelers to select travel agency: “the distinguishing features”; “specialization”, “visibility”, “convenience” and “company image”. While the factors for travelers to choose a journey is “comfort”, followed by the “mood of journey”, “quality itinerary”, “attractions’ attractiveness” and “word-of-mouth value”. Through cluster analysis, five groups were categorized to be what travelers chose a travel agency based on. They are “purchase convenience”, “image emphasis”, “specialized service”, “specialization arrangement”, and “advertisement emphasis”. As for the selection of journeys, there are two groups: the “selective type” and “enjoy-at-will type”. Thus, this study also analyzed each cluster and provided specific suggestions to travel industry.
| Identifer | oai:union.ndltd.org:TW/099MCU05571005 |
| Date | January 2010 |
| Creators | Shui-Sung Lin, 林水松 |
| Contributors | John Ta-Ming Wang, 王大明 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 100 |
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