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E96012
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以產品客製化為調節變數探討旅遊知識對海外團體旅遊購買意願之影響
The Moderating Effect of Customization on the Relationship between Tourist Knowledge on their GPT\'s Purchase Intentions
1.林若慧
2.翁振益
1.Jo-hui Lin
2.Jehn-Yih Wong
1.國立高雄餐旅學院旅運管理系
1.Department of Travel Management, National Kaohsiung Hospitality College
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1.國立高雄餐旅學院旅運管理系
1.Department of Travel Management, National Kaohsiung Hospitality College
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1.行政院國家科學委員會
1.National Science Council
A.14 計畫執行期間(起):2007-08-01
A.14 計畫執行期間(訖):2008-07-31
2008-02-022008-03-23
A.16 收到日期:2008-10-30
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以實際參與海外旅遊之遊客為實驗對象

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C.2 聯絡日期:2008-11-03
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1.國立高雄餐旅學院旅運管理系
1.Department of Travel Management, National Kaohsiung Hospitality College
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C.7 資料公開日期:2011-08-01
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1.客製化
2.旅遊知識
3.團體旅遊
4.購買意願
1.Customization
2.Group Package Tour(GPT)
3.Purchase Intention
4.Tourist Knowledge
 本研究旨在驗證「客製化」在遊客的「旅遊知識」與「GPT購買意願」之間的調節角色,文中以客觀之目的地知識來衡量遊客之「旅遊知識」。根據文獻回顧提 出研究架構與假說,為了測試研究假說,本研究採用真實驗設計(2×2受試者因子設計subjects factorial design),客製化行程操弄為實驗組(有提供客製化行程)與控制組(無提供客製化行程),再以事後操弄目的地旅遊知識(區分為高、低知識)。利用問卷 調查法共蒐集233位參與海外旅遊的遊客。其次,再運用獨立樣本t 檢定與變異數分析來檢驗旅遊知識與GPT購買意願之間的假說關係,並測試客製化的調節效果。本研究發現旅遊知識和客製化兩者分別與GPT購買意願之間呈現 顯著差異,同時確認客製化具有調節效果。最後,則針對旅行業的行銷主管提出「客製化」在GPT產品設計上的管理意涵。

The purpose of this study is to examine the moderator of customization on the relationships between tourist knowledge and GPT’s purchase intention. This study examines tourists’ destination knowledge through objective knowledge. In accorded with literature, the conceptual model and research hypotheses are proposed. In order to tested the hypotheses we developed a true experimental design (2×2 between subjects factorial design) with a experimental group (at-customization-specific) and control group (absent), with one post-treatment variable (destination tourist knowledge - high and low levels). Two hundred and thirty-three foreign tour participants were surveyed to complete a questionnaire. Next, Independent-Samples t-test analysis and ANOVA were employed to test the assumptive relationships between tourist knowledge, customization and GPT’s purchase intention. The results show that the significant differences between tourist knowledge or customization and GPT’s purchase intention, and identify the moderating effect of customization. Finally, the implications on tailor-making package tours with foreign tour participants for marketing manager of travel agencies are discussed.

D.16 完成檢誤日期:2010-11-01
D.17 預定釋出日期:0000-00-00
D.18 初次釋出日期:2013-05-27
D.19_1 最新版釋出日期:2013-05-27
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10.6141/TW-SRDA-E96012-1
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