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研究生:唐朝韻
研究生(外文):Chao-yun Tang
論文名稱:領隊執照實用性之初探性研究
論文名稱(外文):An Exploratory Study on Tour Leaders’ License Practicality
指導教授:張瑞奇張瑞奇引用關係
指導教授(外文):Jui-chi Chang
學位類別:碩士
校院名稱:靜宜大學
系所名稱:觀光事業學系研究所
學門:民生學門
學類:觀光休閒學類
論文種類:學術論文
論文出版年:2007/11/
畢業學年度:96
語文別:英文
論文頁數:96
中文關鍵詞:領隊執照考試執照系統工作表現
外文關鍵詞:Tour leaderLicense examLicense systemJob performance.
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在台灣,政府對於領隊執照考試及其系統早已訂定出詳盡之法規,然而許多因素導致旅行社並不遵守這些規則,尤其是對於領隊執照考試及其系統之實用性的疑慮,在理論與實用性之間取得平衡仍然是一大挑戰。本研究之主要目的在於瞭解旅行社與領隊對於目前領隊執照考試及其系統的看法,探討目前制度的實行狀況。並了解由執照領隊與無執照領隊的工作表現究竟是否有所差異。本研究採質性研究,以半結構式訪談8家綜合旅行社及7家甲種旅行社,15為有執照領隊與7位無執照領隊。研究結果顯示「執照」為領隊所須具備的最重要的資格與條件。許多經理人與領隊亦認為目前執照考試制度仍有改善空間,包括職前訓練、換照及執照抽查等部分。本研究之結果顯示出目前領隊執照考試及其制度的潛在問題,並提出改善建議提供政府及其相關部門參考。
Although the post of tour leader is highly regulated by the government of Taiwan, it seems impossible for travel agencies to follow the regulations due to many reasons, particularly the long debate whether the tour leaders’ license exam and the licensing system are practical? It seems that it has not been possible to reach the agreement between tour practitioners and the authorities concerned. The purpose of this study was to examine the tour leaders’ license exam and the licensing system from the travel agency’s and tour leaders’ perspectives. This study also investigated the abilities and qualifications of Taiwanese tour leaders and the differences in performance between the licensed and unlicensed tour leaders. This study adopted qualitative approaches. Semi-structured interviews were used to interview eight consolidated travel agencies and seven Class-A travel agencies, fifteen licensed tour leaders and seven unlicensed tour leaders.

This study reveals the problems of the present tour leaders’ license exam and licensing system and suggests improvements for the government to refer to enhance the tour leaders’ license system and related regulations. The findings of this study showed that the most important qualification and capability for a tour leader is “license”. However, there are potential problems in the licensing system including training programs, license renewal, and inspection of unlicensed tour leaders. Many managerial staff and tour leaders believed that there is room for improvement in the current system. The government may to take notice of this research finding and begin modifying the license system in order to improve the overall qualification of tour leaders.
CHAPTER 1 INTRODUCTION

1.1 Research background 1
1.2 Research motives 3
1.3 Research questions, purposes and contributions 4
1.4 Research delimitations 5
1.5 Definitions 5
1.6 Study procedures 6

CHAPTER 2 LITERATURE REVIEWS

2.1 Travel agencies in Taiwan 8
2.2 Tour leader’s job performance 9
2.3 Tour leader’s license system and exams in Taiwan 13
2.4 Certificate and regulations of tour leaders in foreign
countries 14

CHAPTER 3 METHODLOGY

3.1 Methods for data collection 17
3.2 Sample selection for interviews 18
3.3 Interview question design 19
3.4 Stages for face-to-face interviews 20
3.5 Data analysis 22

CHAPTER 4 A PILOT INTERVIEW

4.1 The procedure of the pilot interview 24
4.2 Findings from pilot interviews 25
4.2.1 Interviews with travel agencies’ managerial staff 25
4.2.2 Interviews with licensed and unlicensed tour leaders 26
4.3 Discussions 26
4.4 Learning from the pilot interviews 27

CHAPTER 5 THE FINDINGS FROM TRAVEL AGENCIES

5.1 Introduction 29
5.2 The profiles of the interviewed travel agencies 31
5.3 Tour leaders’ selection and training 32
5.4 Expectations from tour leaders 34
5.5 The relationship between customers and tour leaders’
job performance 35
5.6 Long-haul and the short-haul tour leaders’ differences36
5.7 Tour leader’s exams and license system 37
5.8 Differences between licensed and unlicensed tour
leaders 40
5.9 Employment of unlicensed tour leaders 41
5.10 Customers’ satisfaction with tour leaders4 3
5.11 Conclusions 44

CHAPTER 6 THE FINDINGS FROM TOUR LEADERS

6.1 Introduction 47
6.2 The profiles of the interviewed tour leaders49
6.3 Expectations from tour leaders 50
6.4 Tour leader’s abilities 51
6.5 Differences between long-haul and the short-haul tour leaders in abilities 53
6.6 Tour leader’s exams and license system 54
6.7 Differences between licensed and unlicensed tour leaders 57
6.8 Unlicensed tour leaders’ employment 58
6.9 Customers’satisfaction of tour leaders 60
6.10 Conclusions 60

CHAPTER 7 DISCUSSIONS

7.1 Qualification and capability necessary for tour leader
to perform their duties 63
7.2 Problems related to tour leader exam and license system66
7.3 Is the license system an effective means in
determining a tour leader’s professionalism? 67
7.4 Why people in the travel industry do not abide to the license system 68

CHAPTER 8 CONCLUSIONS AND RECOMMENDATIONS

8.1 Conclusions 69
8.2 Suggestions 69
8.3 Research limitation 71
8.4 Recommendations for future studies7 2

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