跳到主要內容

臺灣博碩士論文加值系統

(3.236.124.56) 您好!臺灣時間:2021/08/02 08:27
字體大小: 字級放大   字級縮小   預設字形  
回查詢結果 :::

詳目顯示

我願授權國圖
: 
twitterline
研究生:廖儀芳
研究生(外文):Liao, Yi Fang
論文名稱:航空公司參與國際旅展之動機、績效滿意度及挑戰之研究-以國籍航空/外籍航空公司為例
論文名稱(外文):Measuring Motivations, Satisfaction of Performance and Challenges of International Travel Fair: Perspectives from Taiwanese-owned and International Carriers
指導教授:何學庸何學庸引用關係梁莉莎
指導教授(外文):Ho, Shyue-YungLiang, Lisa
口試委員:羅國棟何學庸梁莉莎凌鳳儀
口試委員(外文):Lo, KuotungHo, Shyue-YungLiang, LisaLing,Feng
口試日期:2012-05-19
學位類別:碩士
校院名稱:中華科技大學
系所名稱:航空運輸研究所在職專班
學門:運輸服務學門
學類:航空學類
論文種類:學術論文
論文出版年:2012
畢業學年度:100
語文別:中文
論文頁數:37
中文關鍵詞:旅展航空公司參展動機參展績效滿意度參展挑戰
外文關鍵詞:Travel fairCarrier, MotivationsPerformancePerformance
相關次數:
  • 被引用被引用:1
  • 點閱點閱:459
  • 評分評分:
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:0
回顧過去文獻,有關商展相關之管理或績效評估已逐漸受到不同產業之重視,然而,針對國際旅展之相關研究似嫌不足。有鑑於此,引起本研究試以國際旅展為背景,瞭解廠商參與的動機、績效滿意度與參展挑戰之關聯性,但考量國際旅展之廠商範圍及行業屬性之不同,因此,不同廠商參與國際旅展可能產生之營利與非營利動機,皆可能有所不同。本文試以過去研究文獻較少論及之國籍航空公司與外籍航空公司為樣本對象。經由文獻探討,擬定航空公司參與國際旅展之動機共計 11 項評量指標、績效滿意度 11 項評量指標,以及挑戰 12 項評量指標,做為問卷調查表之設計,配合三個假設命題,進行本研究之分析。同時於2011 年台北國際旅展進行問卷調查作業,所得有效樣本數 56 份。經由數據資料顯示,二種不同航空公司(國籍/外籍航空公司)參展動機之認知結果,在命題一部分,國籍/外籍航空公司參與國際旅展之動機,顯示出在二項指標題項,具有顯著性之差異,在命題二部分,國籍/外籍航空公司參與國際旅展之績效滿意度認知,顯示出一項指標題項,具有顯著性之差異,在命題三部分,國籍/外籍航空公司參與國際旅展之參展挑戰,顯示出不具有顯著性之差異。最後,本文針對國籍/外籍航空公司參與國際旅展,提出管理意涵之相關建議,其使航空公司未來參與國際旅展時,將更具有效率性。

關鍵字:旅展、航空公司、參展動機、參展績效滿意度、參展挑戰
According to the literature review, the management and performance of trade shows has gradually received more attention for different industries. However, the shortage of research in international travel fair (ITF) as a sample empowers this paper to furthermore investigate the exhibitors’ motivations, performance and challenges at ITF. Exhibitors participating are from leisure / tourism related businesses, thus they may have different selling or no-selling propensities when participating at a travel fair. This paper focuses on exhibitors selected from Taiwanese-owned and international carriers as a research sample for further analysis. With the literature review, this paper develops 11 evaluation factors in total for exhibitors’ motivations, another 11 evaluation factors in total for exhibitors’ performance, and 12 evaluation factors in total for exhibitors’ challenges. Finally, all these factors are turned into a questionnaire and initiate 3 hypothesizes for further survey. The sample frame of the survey is constructed at「2011 Taipei International Travel Fair」 in December 2011 with the feasible 56 respondents in total. The results are as follows. For hypothesize 1, two evaluation factors indicates significant differences between Taiwanese-owned and international carriers in motivation sector. For hypothesize 2, only one evaluation factor indicates significant differences between Taiwanese-owned and international carriers in performance sector. As for the hypothesize 3, it shows no significant difference between Taiwanese-owned and international carriers in challenge sector. In the end, this paper is anticipated to offer some managerial suggestions to carriers for the advance and improvement on the effectiveness of travel fair in the future.

Key Words: Travel fair, Carrier, Motivations, Performance, and Challenges
目次
摘要.............................................................................................................................i
Abstract......................................................................................................................ii
目次...........................................................................................................................iii
表(圖)目錄.................................................................................................................v
第一章 緒論..............................................................................................................1
第一節 研究背景與動機................................................................................1
第二節 研究目的............................................................................................3
第二章 文獻探討與假設命題..................................................................................5
第一節 商展之概述........................................................................................5
第二節 國際旅展之簡介................................................................................7
第三節 參展之動機........................................................................................9
第四節 參展之績效滿意度...........................................................................11
第五節 參展之挑戰.......................................................................................13
第三章 研究設計.....................................................................................................15
第一節 研究流程...........................................................................................15
第二節 問卷設計...........................................................................................16
第三節 抽樣對象...........................................................................................17
第四節 效度、信度分析...............................................................................19
第四章 研究結果.....................................................................................................20
第一節 國籍航空/外籍航空公司參與國際旅展之動機..............................20
第二節 國籍航空/外籍航空公司參與國際旅展之績效滿度......................22
第三節 國籍航空/外籍航空公司參與國際旅展之挑戰..............................24
第五章 結論、管理意涵、研究限制與建議.........................................................26
第一節 結論...................................................................................................26
第二節 管理意涵...........................................................................................28
第三節 研究限制...........................................................................................29
第四節 後續研究建議...................................................................................30
參考文獻...................................................................................................................31
附錄...........................................................................................................................35
作者簡介...................................................................................................................38

一、中文部份
台北2011國際旅展導覽手冊 Nov.11-14
何學庸、林金燕、張軒瑄 (2009),廠商參與國際旅展之目標、功能與績效之相
關研究以航空公司與旅行社觀點為例,休閒與遊憩研究第三卷第二期,101-103頁。
吳興蘭 (2002)。國際展覽行銷策略分析-以交易成本架構。國立政治大學國際
貿易學系未出版碩士論文,台北。
何學庸、梁桂峰、廖慧婷 (2006),離線航空公司業務銷售代理商選擇之探討-以台灣航空市場為例,2006年中華觀光管理學會暨台灣休閒與遊憩學會,發表地點:國立高雄餐旅學院,93-104頁。
溫月球 (1997)。如何參加國外展覽,台北:外貿協會出版。
溫月球 (2005)。如何參加國外展覽。台北:外貿協會出版。
潘清文 (1996)。商品銷售策略。台北:漢宇國際出版。
蘇嘉偉 (2004)。國際商展的參展動機、行動與績效。銘傳大學國際企業學系碩士班未出版碩士論文,台北市。

二、英文部份
Blythe, J. (2002). Using trade fairs in key account management. Industrial Marketing Management, 31(7), 627-635.
Bonoma, V. T. (1983). Get more out of your trade shows. Harvard Business Review, 61(1), 75-83.
Cavanaugh, S. (1976). Setting object and evaluating the effectiveness of trade show exhibits. Journal of Marketing, 40(Oct), 100-103.
Carman, J.M., "Evaluation of Trade Show Exhibitions," California Management Review, 11(2), 1968, pp.35~44.
Capon, N., Farley, J. U., & Hoenig, S. (1990). Determinants of financial performance: A meta-analysis. Management Science, 36(October), p.1143-1159.
CEIR (1997). The power of exhibitions II: success factors among computer/electronics/telecommunications exhibitors. Bethesda MD: center for exhibition industry research.
Cleverdon, R. & Kalisch, A. (2000). Fair trade in tourism. International Journal of Tourism Research, 2(3), 171-187.
Deepak, C. (2005). Defining authenticity and its determinants: toward an authenticity flow model. Journal of Travel Research, 44(1), 64-73.
Dekimpe, G. M., Francois, P., Gopalakrishna, S., Lilien, G., & Van den Bulte, C. (1997). Generalizing about trade show effectiveness: A cross-na-toional comparison. Journal of Marketing, 61(4), 55-64.
Dempsey, P. S. & Gesell, L. E.(1997). Airline management: Strategies for the 21st century. Ariz: Coast Aire Publications.
Gopalakrishna, S., Lilien, G., Williams, D. J., & Sequeira, K. I. (1995). Do trade shows pay off? Journal of Marketing, 59(3), 75-83.
Hanlon, P. (1999). Global Airline, second edition. Oxford: Butterworth-heinemann.
Herbig, P. A., Palumbo, F. and O'Hara, B., (1994). Measuring Trade Show Effectiveness: An Effective Exercise? Industrial Marketing Management 23,165-170.
Herbig, P. A., Palumbo, F. and O'Hara, B., "Differences in Trade Show Behavior between Manufacturers and Service-Oriented Firms, "Journal of Professional Services Marketing, 14(2), 1996, pp.55~78.
Lee, C. H & Kim, S. Y. (2008). Differential effects of determinants on multi-dimensions of trade show performance: by three stages of pre-show, at show, and post show activities. Industrial Marketing Management, 37, 784-796.
Lovelock, C. H., Patterson, P. and Walker, R. (2007). Services marketing: an Asia Pacific and Australia perspective, 4th ed., Pearson Education Australia, Frenchs Forest.
Li, L. Y. (2006). Relationship learning at trade shows: Its antecedents and consequences. Industrial Marketing Management, 35(2), 166-177.
Li, L. Y. (2007). Marketing resources and performance of exhibitor firms in trade shows: a contingent resource perspective. Industrial Marketing Management, 36(3), 360-370.
Marken, G. A. (2004). Trade show PR…It’s time to focus on goal, substance, results. Public Relations Quarterly, 49(3), 30-33.
Montgomery, J. A. (1987). Foreign tradefairs as an economic development tool. Economic Development Review, 5(1), 40-43.
Moorman, & Matulich (1993) A Model of Consumers' Preventive Health Behaviors: The Role of Health Motivation and Health Ability, Journal of Consumer Research, 20 (September), p.208-228
Nunnally, J. C. (1978). Psychometric theory (2th ed.). New York: McGraw-Hill.
Palumbo, F. A. (2008). Trade show/fair piracy and industrial wspionage. Journal of Convention & Event Tourism, 9(4), 277-292
Pride, M. W. & Ferrell, C. O. (1991). Marketing concepts and strategies (7thed.). Bostion, MA: Houghton Mifflin Company.
Sashi, C. M. & Perretty, J. (1992). Do trade shows provide value? industrial Marketing Management, 21(3), 249-255.
Seringhaus, F. H. & Rosson, P. (1994). International trade fairs and foreign market involvement: Review and research directions. International Business Review, 3(3), 311-329.
Seringhaus, F. H. & Rosson, P. (1998). Management and performance of international trade fair exhibitors: Government stands vs. independent stands. International Marketing Review, 15(5), 398-412.
Shaw, S. (2004). Airline Marketing and Management. London: Pitman.
Shoham, A. (1999). Performance in trade shows and exhibitions: A synthesis and directions for future research. Journal of Global Marketing, 12(3), 41-57.
Siskind, S. (2005). Powerful exhibit marketing: the complete guide to successful trade shows, conferences and consumer shows. Mississauga: John Wiley & Sons Canada Ltd.
Smith, T. M., Gopalakrishna, S., & Smith, P. M. (2004). The complementary effect of trade shows on personal selling. International Journal of Research in Marketing, 21(1), 61-76.
Stevens, R. P. (2005). Trade show and event marketing: plan, promotion, and profit. Toronto: Thomson/South-Western.
Steyn, L. & Newton, D. (2004). IUCN impact assessment report. Pretoria: International Union for Conservation of Nature.
Szilagyi A.D. (1981), Management and Preformance, N.J.: Scott Foresman and Co.
Tanner, J. F. (2002). Leveling the playing field: factors influencing trade show success for small companies. Industrial Marketing Management, 31(3), 229-239.
Telfer, D. J. (1999). Travel technology ’98 conference and trade show: moving the travel trade into the next generation. The International Journal of Tourism Research, 1(1), 59-61.
Venkatraman, N, and Vasudevan, Ramamujam (1986), “Measurement of Business Performance on Strategy Research: a Comparisum of Appronches”, Academy of Management Review 11(4), p.801-814.
William, D. J., Gopalakrishna, S., & Cox, M. J. (1993). Trade show guidelines for smaller firms. Industrial Marketing Management, 22(4), 265-275.
WTTC. (1997, April 17). World travel and tourism leaders in job-creation. London: World Travel and Tourism Council.
Wu, J., Lilien, G. L., & Dasgupta, A. (2008). An exploratory study of trade show formation and diversity. Journal of Business to Business Marketing, 15(4), 397-424.
Yuksel, U, & Mermod, A. Y. (2004). Service marketing, Cagaloglu: Beta publishing.
Yuksel, U & Voola, R. (2010). Travel trade shows: exploratory study of exhibitors’ perceptions. Journal of Business & Industrial Marketing, 25(4), 293-300.

三、相關網站
台北國際旅展相關網站,http://www.taipeiitf.org.tw/
交通部觀光局,http:// www.taiwan.net.tw。
財團法人台灣觀光協會,http://www.taipeiitf.org.tw。

QRCODE
 
 
 
 
 
                                                                                                                                                                                                                                                                                                                                                                                                               
第一頁 上一頁 下一頁 最後一頁 top