在亞洲許多的國家和地區中，例如:台灣、日本、香港、韓國、中國等國家，團體套裝旅遊(group package tour, GPT)一直是這些國家出境旅遊的主要方式。每年日本、台灣與中國大陸各家旅行社都推出相當多的團體旅遊產品，旅遊業行銷中重要的元素-旅遊產品的設計也越來越多元化。根據世界觀光組織的資料顯示，2007年全球觀光業仍成長超過6.6％，國際旅遊人數將近9億人次，2008年全球觀光市場景氣依舊看好。然而，在擁有最多國際旅客的歐洲地區和目前觀光客源成長最快速的亞洲地區之間相關研究卻幾為罕見。除此之外，境外旅遊市場中最重要且擁有較多操作空間之團體套裝旅遊產品的相關研究，也甚為少見。因此，本研究針對日本、台灣、中國大陸在歐洲線團體套裝旅遊產品下去做探討。
為求研究嚴謹性，本研究全面抽取三地出團量較多，並有設置網站能提供充分的GPT行程內容，且知名度高旅行社之GPT產品。並邀請日本廣島大學Dr. Junyi Zhang、上海復旦大學Dr. Ying-Zhi Guo參與線上GPT產品收集，以每兩個月為一收集單位，製作產品權重表且依據Coding Sheet進行項目編碼。並且以內容分析法分析三地GPT產品之差異，依據Morrison (1996)的觀光旅遊產品架構及Wang, Hsieh, and Huan (2000)的GPT產品服務特徵為基礎，分析GPT產品和其發展經驗，本文分別就產品設計內容和觀光旅遊產品發展模式，作為測量之類目，藉以探討三地歐洲線境外團體套裝旅遊整體發展狀況。本研究收集了三地2007年1月至2008年12月的團體套裝產品資料，總共有7,3911筆資料；而三地收集資料情況分別為，日本5,812筆、台灣1,065筆、日本514筆資料。而經本研究結果顯示出不同觀光自由化程度的旅遊輸出國，其在GPT產品設計上有顯著差異；且不同觀光自由化程度旅遊輸出國，在旅遊產品設計因素上也會受到季節性(旺季/淡季)之影響有顯著交互作用。最後，希冀本研究能提供給日本、台灣、中國大陸旅遊相關產業業者，產品發展設計方向與指標，以利市場之行銷及推廣策略擬定。

In many Asian countries and areas, such as Taiwan, Japan, Hong Kong, Korea, China, etc., the group package tour is one of the main modes of outbound travel. Travel agencies in Japan, Taiwan, and China, every year release considerable group package tour products. In 2007, international tourist arrivals grew by 6.6% to reach a new record figure of over 900 million (WTO, 2008). However, studies between the largest number of international tourists in Europe and the fastest growing of tourist originating countries in Asia are rare. Hence, this study puts its focus on group package tour products for European itineraries of Japan, Taiwan, and China.
As GPT products are often differ from nations and itineraries, and contain a wide range. Therefore, in order to be cautious and explore the GPT products’ development of European itineraries in Japan (Japan Travel Bureau; Kinki Nihon Tourist; Hanky Express; Standards H.I.S.; and ANA Sales); Taiwan (Lion Travel Service; Tours International; South East Travel Service; Richmond International Travel & Tours; and Eztrzvel Ltd); and China (International Travel Agency; China Youth Tours Joint-Stock; Shanghai Jinjiang International Joint-Stock; China Travel Agency; and Commercial International Tours International) in this study, will select the largest volume, well-known and provide an abundance of GPT products’ agencies in Japan, Taiwan, and China.
In addition, invite Dr. Junyi Zhang in Hiroshima University in Japan and Dr. Ying-Zhi Guo in Fudan University in China to assist this study. Besides, to analysis the GPT products differ by content analysis. Based on the frame of tourism product by Morrison (1996) and the features of GPT product by Wang, Hsieh, and Huan (2000), to analysis GPT product and develop situation in this study. By the content of tour design and tourism product developing pattern to explore the whole GPT products developing situation of European itineraries in Japan, Taiwan, and China. Research is presently being conducted. This study collected GPT products from January 2007 to December 2008. In total 7,391 GPT itineraries were collected, that are: Japan to European GPTs 5,812; Taiwan 1,065; and China 514, respectively.
Finally, the result showed that for the same tourist destination, at different stages of tourist exporting countries in the GPT product tour design elements have significant differences, and at different stages of tourist exporting countries and tourism product design have interaction effect. The results of this study should serve as a valuable reference to Japan, Taiwan, and China, for product design of marketing and for promotional strategies.

內容目錄　．．．．．．．．．．．．．．．．．．．．．．． vi

表目錄　　．．．．．．．．．．．．．．．．．．．．．．．． viii

圖目錄　　．．．．．．．．．．．．．．．．．．．．．．．． x

第一章　　緒論 ．．．．．．．．．．．．．．．．．．．．． 1
　　第一節　　研究背景與動機．．．．．．．．．．．．．．．．．． 1
　　第二節　　研究問題．．．．．．．．．．．．．．．．．． 9
第三節　　研究目的．．．．．．．．．．．．．．．．．． 16
第四節　　研究流程．．．．．．．．．．．．．．．．．． 17
第二章　　文獻回顧．．．．．．．．．．．．．．．．．．．． 18
　　第一節　　旅行業概況．．．．．．．．．．．．．．．． 18
　　第二節　　出境旅遊發展概況．．．．．．．．．．．．． 25
　　第三節　　團體套裝旅遊．．．．．．．．．．．．．．．．． 28
　　第四節　　團體套裝旅遊產品設計．．．．．．．．．．．．．．． 29
第三章　　研究設計．．．．．．．．．．．．．．．．．．．． 36
　　第一節　　研究架構．．．．．．．．．．．．．．．．．． 36
　　第二節　　內容分析法．．．．．．．．．．．．．．．．． 37
第三節　　操作型定義．．．．．．．．．．．．．．．．． 41
第四節　　研究假設．．．．．．．．．．．．．．．．．． 43
第五節　　旅遊產品資料收集．．．．．．．．．．．．．．．．．． 47
第六節　　信度與效度分析．．．．．．．．．．．．．．．． 64
第七節　　資料分析方法．．．．．．．．．．．．．．．． 66
第四章　　資料統計結果．．．．．．．．．．．．．．．．．．．．．．．． 67
　　第一節　　樣本基本特性．．．．．．．．．．．．．．．．．． 67
　　第二節　　三地境外產品差異分析．．．．．．．．．．．．．．．．． 72
　　第三節　　季節性因素對不同觀光自由化程度旅遊輸出國 在GPT產品設計之干擾作用．．．．．．．．．． 82
第五章　　結論與建議．．．．．．．．．．．．．．．．．．．．．．．． 95
　　第一節　　研究結論．．．．．．．．．．．．．．．．．． 95
　　第二節　　研究建議．．．．．．．．．．．．．．．．． 103
參考文獻　．．．．．．．．．．．．．．．．．．．．．．．． 105
附錄一．．．．．．．．．．．．．．．．．．．．．．．．． 114

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