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研究生:趙珮秀
研究生(外文):CHAO, PEI-HSIU
論文名稱:線上批售旅行社品牌價值、關係行銷與零售旅行社忠誠度之研究
論文名稱(外文):Online Travel Agency on Brand Value Management, Relationship Marketing and Retailers Loyalty
指導教授:黃榮鵬黃榮鵬引用關係
指導教授(外文):Huang, Leo
口試委員:王昭雄侯曉憶
口試委員(外文):Wang, Jau-ShyongHou, Hsiao-I
口試日期:2018-07-01
學位類別:碩士
校院名稱:國立高雄餐旅大學
系所名稱:觀光研究所在職專班
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:中文
論文頁數:75
中文關鍵詞:線上批售旅行社品牌價值關係行銷忠誠度
外文關鍵詞:Online Travel AgencyBrand ValueRelationship MarketingLoyalty
相關次數:
  • 被引用被引用:9
  • 點閱點閱:812
  • 評分評分:
  • 下載下載:297
  • 收藏至我的研究室書目清單書目收藏:2
近年來,台灣各家旅行社競爭日趨激烈,從傳統旅行社作業,至今線上批售旅行社數量遽增,旅遊產品同質性高,卻陷入傳統的價格競爭戰中。而品牌代表一家旅行社的精神,如何運用品牌價值來提升自身的競爭力與差異性,線上批售旅行社必須利用關係行銷策略維持零售商旅行社的忠誠度,達到未來持續交易的意願。本研究目的是以線上批售旅行社的觀點,來探討零售商旅行社需要哪些的關係行銷來增加日後交易的意願。研究線上批售旅行社如何運用自身的品牌價值、關係行銷策略與零售商旅行社忠誠度討論其相關性。本研究採用問卷調查法,是以在高雄市旅遊公會登記旅行社為調查研究對象,問卷發放是以實際有使用線上批售旅行社系統的零售商旅行社為主要發放對象,發放問卷為350份,實際回收有效問卷為252份,回收率為72%。問卷回收後,以敘述性統計、因素分析、信度分析、單因子變異數分析及迴歸分析驗證本研究的各項假設。研究結果如下: (一) 品牌價值對關係行銷有正向顯著關係; (二) 關係行銷對零售商旅行社忠誠度有正向顯著關係; (三) 品牌價值對零售商旅行社忠誠度有正向顯著關係。本次研究希望提供給線上批售旅行社業者在未來可以做出市場差異化的決策之參考。
The competition between travel agencies in Taiwan has been intensifying in recent years. From traditional travel agency practices to online travel agency that are rapidly increasing in numbers, their travel products are highly homogeneous, forcing these agencies into engaging in traditional price competition. For a travel agency, brand is what represents its spirit. As for the ways of using one’s brand value to enhance one’s competitiveness and distinctness, online travel agency must make use of relationship marketing strategies to maintain the loyalty of retail travel agency to ensure the latter’s willingness to continue trading with them in the future. This study aims to examine from the perspective of online travel agency what kinds of relationship marketing would be required to increase the willingness of retail travel agency to continue trading with wholesalers in the future. It also studies how online travel agency utilize their own brand value, relationship marketing strategies and the loyalty of retail travel agencies; and discusses their correlation. The research used the questionnaire method and took travel agency that were registered with the Kaohsiung Association of Travel Agents as its subjects. The questionnaires were distributed to those retail travel agency that had actually made use of the system of online travel agencies. The number of questionnaires distributed was 350, of which 252 valid questionnaires were returned, and the response rate 72%. After the questionnaires were collected, the various hypotheses of the research were verified using descriptive statistics, factor analysis, reliability analysis, the independent, single factor analysis of variance, and regression analysis. The results of the research are: (1) Brand value had a significant positive correlation with relationship marketing; (2) Relationship marketing had a significant positive correlation with the loyalty of retail travel agency; (3) Brand value had a significant positive correlation with the loyalty of retail travel agency. This study hopes to provide a reference for online travel agency operators in making decisions concerning market differentiation in the future.
書名頁--------------------------------------------i
論文口試委員審定書---------------------------------ii
中文摘要-----------------------------------------iii
英文摘要------------------------------------------iv
誌謝----------------------------------------------v
目錄---------------------------------------------vi
表目錄-----------------------------------------viii
圖目錄-------------------------------------------ix
第壹章 緒論--------------------------------------1
第一節 研究背景-----------------------------------1
第二節 研究目的-----------------------------------4
第三節 研究範圍與限制-----------------------------5
第四節 研究流程-----------------------------------6
第貳章 文獻探討-----------------------------------8
第一節 台灣旅行社定義及分類-----------------------8
第二節 線上旅行社定義----------------------------13
第三節 品牌價值----------------------------------14
第四節 關係行銷----------------------------------19
第參章 研究方法----------------------------------25
第一節 研究架構----------------------------------25
第二節 抽樣方法與抽樣範圍------------------------26
第三節 問卷設計----------------------------------27
第四節 研究方法與預測結果------------------------29
第肆章 研究結果與實證分析-----------------------34
第一節 研究對象背景變項之分佈--------------------34
第二節 各變數之敘述性統計分析--------------------36
第三節 研究對象背景變項差異性分析----------------43
第四節 各構面之背景變項關係----------------------47
第伍章 結論與建議--------------------------------50
第一節 研究結論----------------------------------50
第二節 研究建議----------------------------------53
第三節 後續研究建議與限制------------------------55
參考文獻-----------------------------------------56
一、中文文獻-------------------------------------56
二、英文文獻-------------------------------------58
附錄---------------------------------------------61

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