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研究生:蘇意敦
研究生(外文):Su Yi-Tun
論文名稱:海外團體旅遊行銷策略之探討
論文名稱(外文):The Study of Marketing Strategy on Overseas Group Tourism
指導教授:黃雍利黃雍利引用關係
指導教授(外文):Huang Yong-Li
口試委員:黃雍利劉芳怡林俊男
口試委員(外文):Huang Yong-LiLiu Fang-YiLin Jun-Nan
口試日期:2018-06-15
學位類別:碩士
校院名稱:稻江科技暨管理學院
系所名稱:休閒遊憩管理學系碩士在職專班
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:2018
畢業學年度:106
語文別:英文
論文頁數:36
外文關鍵詞:further tour activitythe sea out-groupsatisfactionexperience share
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The policy turns into and made remaining of the people operations many spare time, the select of tour is also many pickings. No longer only limit domestic short distance tour, then expand overseas, even via people's mouth ear devolution, try group or plan with 35 bulls itinerary is no longer a difficult matter once, the oversea package tour travels now in recent years modal one megatrends.
Hope the via originally study to realize that which the important beacons that the marketing search an oversea package tour are and then construct the beacon matrix that a set of inhere in oversea package tour marketing searches. Make use of a literature review, again via virtuous Delphi method phonon throne the law collect an oversea package tour to produce, officers and visitors three sides, total 36 expertise, search a MARKETING, the oversea package tour induces four appraisals from a variety of factors lord criterion: "The sociality marketing ", "the mental sex marketing " and" entity marketing" and "time convenient sex marketing" and 13 proper time criteria tidy up the analytical result by AHP specialist's questionnaire: The lord criterion weight rearrangement preface is one after another "the mental sex marketing ", "the sociality marketing", "entity marketing " and" time convenient sex marketing "; And time the criterion total weight rearrangement preface one after another" group - help adaptation marketing " is the most important, the it, "the stability anxious marketing " of "the craft friends and relatives approbation marketing " time are a third; The brain trust particularly values a mental sex marketing and thinks that the package tour subsistence adaptation is an itinerary to value once first. Hope by the origin and study the result to tender to the tour operator and the state unit related marketing policy.

Abstract i
Catalog iii
Chapter 1 Introductions 1
1.1 Research Backgrounds 1
1.2 Research Motive 3
1.3 Research Objects 4
1.4 Range of Researches and Objects 5
Chapter 2 Literature Review 6
2.1 The Definition of Organizations Travel 6
2.2 The Correlation Study of Organizations Tour 8
2.3 The Definitions of Satisfaction 10
2.4 Satisfaction and Oversea Group Travel 11
Chapter 3 Study Design 13
3.1 Oversea Tour Satisfaction Questionnaire Modification 13
3.2 Satisfaction Questionnaire Modification Courses Explain 14
3.3 Analysis of Data Tools 15
Chapter 4 Result and Analyze 16
4.1 The Sea Out-Group Tour Marketing Policy Specialist's Questionnaire Analysis 16
4.2 Sea Out-Group Tour Marketing Policies Evaluate The Factorization 18
4.3 Appraisal Rho Factors with Three Square Analyze of Specialist's Background 21
Chapter 5 Conclusion and Submittal 23
5.1 Conclusions 24
5.2 Submittals 25
Reference 27
The Addendum: Specialist's Questionnaire 29

1.Wang et al.,(2017)“ The Role of Word-Of-Mouth On House Renting ”, CIIP International Certification Review, 2(4), 6-12.
2.Fangyi Liu, Ana Cristy Fajanilan Tan, Vu Thi Yen,Yung-Li Huang(2016)“The Influence of Electronic Word-of-Mouth Attitude toward Vietnamese Shopping Online”,CIIP International Certification Review,2(1), 81-88.
3.Liu,F.,Ho,L.M.,and S.F. Chen(2016),“Hot Spring Hotels Industry Word-of-Mouth:A Tourists Receiver Perspective” ,International Journal of Tourism Leisure Cultural Creative Fashion Design,1(1),11-22.
4.F. Liu, L. M. Ho, and T. M. Y. Lin(2015). G.I.T. Travel Risk and Word-of-Mouth Dyad: via Fuzzy Prioritization. CIIP International Certification Review, 1(1) , 41-50.
5.F. Liu, Y. T. Hung, and Y. L. Hung (2015). Word-of-mouth aesthetics and tourism culture: A case study of Japan Airline. CIIP International
6.. Certification Review, 1(1) , 1-8.
7.Liu,et al.,(2015). Ecotorism travel risk word-of-mouth: Via fuzzy set perspective. International Journal of Digital Humanities and Creative Innovation Management, 3(1), 21-30.
8.Fang C. H., T. M. Y. Lin, F. Liu, and Lin, Y. H. (2011). Product type and word of mouth: A dyadic perspective. Journal of Research in Interactive Marketing, 5(2/3), 189-202.
9.1Spillmann, D. M., & Siegrist, M. (2011). Consumer’s knowledge of healthy diets And its correlation with dietary behavior, Journal of Human Nutrition and Dieteties, 24(1) 54-60.

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