| dc.contributor.advisor | 邱志聖 | zh_TW |
| dc.contributor.advisor | Chiou, Jyh Shen | en_US |
| dc.contributor.author (Authors) | 凃明哲 | zh_TW |
| dc.contributor.author (Authors) | Tu, Ming Che | en_US |
| dc.creator (作者) | 凃明哲 | zh_TW |
| dc.creator (作者) | Tu, Ming Che | en_US |
| dc.date (日期) | 2010 | en_US |
| dc.date.accessioned | 5-Oct-2011 14:29:49 (UTC+8) | - |
| dc.date.available | 5-Oct-2011 14:29:49 (UTC+8) | - |
| dc.date.issued (上傳時間) | 5-Oct-2011 14:29:49 (UTC+8) | - |
| dc.identifier (Other Identifiers) | G0098351034 | en_US |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/51192 | - |
| dc.description (描述) | 碩士 | zh_TW |
| dc.description (描述) | 國立政治大學 | zh_TW |
| dc.description (描述) | 國際經營與貿易研究所 | zh_TW |
| dc.description (描述) | 98351034 | zh_TW |
| dc.description (描述) | 99 | zh_TW |
| dc.description.abstract (摘要) | 旅遊業為我國未來產業發展的重點之一，再加上團體套裝旅遊一直是亞洲國家中最普遍及最受觀迎的旅遊型態之一，我國2009年的團體套裝旅遊比例即佔了35.6%。其中，領隊人員可以說是團體套裝旅遊的重要元素，不僅影響著該次旅遊品質的好壞，領隊也可藉由專業的服務取得旅客的信任，而獲得後續帶團的機會；是以，由於我國過去旅行社設立門檻不高，加上領隊掌握一定旅客數，不少領隊帶槍投靠或自立門戶，造成旅行業良莠不齊、競爭激烈。 因此，本研究欲探討現行旅行社對於領隊的管理模式，運用交易成本理論及4C交換成本理論架構，剖析旅行社、領隊與團體旅遊消費者間三方交換之關係，並對於旅行社提出適當的領隊管理建議，期盼能對於旅行產業的市場紊亂情形有所助益。而由於本研究議題過去缺乏學術研究成果且未被有系統的討論，故採用質性研究及深度訪談做為本論文的研究方法。 研究結果得知，透過訪談資料的整理與分析，歸納出兩種現行的領隊管理模式。管理模式1：旅行社著重於處理與消費者間的4C關係，並設法阻礙領隊與消費者間4C關係的建立，使消費者購買團體旅遊產品是出自於旅行社本身，而非領隊；管理模式2：旅行社與領隊共生共榮，在旅行社與消費者的交換關係方面，旅行社著重於產品的外顯單位效益成本；而在旅行社與領隊的交換關係方面，旅行社運用4C的處理得宜，維繫優秀的領隊，鞏固銷售。 本研究以4C交換成本理論，歸納出兩種領隊管理模式，建議後續研究者可針對旅行社背景，探討何種領隊管理模式對其最有利；另外，針對國內網路時代的盛行，有業者引進國外居家旅遊商業模式H.B.T.A.(Home Based Travel Agents)，類似於本研究所提出的管理模式2，後續研究者也可針對此議題進行深入探討。 | zh_TW |
| dc.description.abstract (摘要) | Travel industry will be one of the most promising industries in Taiwan; in addition, Group Package Tour is one of the most popular traveling types in Asian countries. In 2009, the percent of Group Package Tour in Taiwan is highly 35.6%. Especially, Tour leader (or tour escort) is the critical element of Group Package Tour.He (or she) can not only influence on the quality of travel, but also can get customers’ trust and the chances of business by professional service. Therefore, because of the low entry barrier of Travel industry and tour leader holding up some customers, lots of tour leaders job-hop or build up their own business. It makes travel industry highly competitive. For this reason, this study wants to use the Transaction Cost Theory and 4C Exchange Cost Theory to discuss current tour leader’s management model, and analyze the exchange relationship among travel agent, tour leader and Group Package Tour customer. Finally, this study wants to propose management recommendations for travel agents. However, this topic was less discussed in the past, so that this study uses qualitative research and in-depth interview as the research method. According to the research result, this study generalizes two kinds of tour leader’s management model. Model 1: Travel agents focus on the 4C relationship with consumers, and manage to hinder the 4C relationship between tour leader and consumer; Model 2: Travel agents cooperate with tour leader. Between travel agent and consumer, travel agents focus on C1. Between travel agent and tour leader, travel agents focus on the 4C relationship for holding up excellent tour leaders. For future research, this study suggests to discuss what travel agent background can benefit from two kinds of tour leader’s management model, or discuss H.B.T.A. (Home Based Travel Agents) deeply. | en_US |
| dc.description.tableofcontents | 謝辭 i摘要 iiAbstract iii目錄 iv圖次 vi表次 vii第一章 緒論 1第一節 研究動機 1第二節 研究目的 4第三節 研究問題 4第四節 研究架構 5第二章 文獻回顧 6第一節 旅行業 6第二節 領隊 13第三節 交易成本理論 15第四節 策略行銷4C理論 22第三章 研究方法 31第一節 研究性質 31第二節 研究設計 31第四章 研究發現 36第一節 旅行社、領隊及旅客間各段關係之探討 36第二節 旅行社之領隊管理模式 44第五章 結論與建議 51第一節 研究結論 51第二節 研究限制 53第三節 實務建議暨後續研究方向 54附錄1-1：旅行社訪談大綱 57附錄1-2：領隊訪談大綱 58附錄2：訪談記錄整理 59受訪者編號：T1 59受訪者編號：T2 62受訪者編號：T3 65受訪者編號：T4 67受訪者編號：T5 70受訪者編號：T6 72參考文獻 75 | zh_TW |
| dc.language.iso | en_US | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0098351034 | en_US |
| dc.subject (關鍵詞) | 旅行社 | zh_TW |
| dc.subject (關鍵詞) | 領隊 | zh_TW |
| dc.subject (關鍵詞) | 4C交換成本 | zh_TW |
| dc.subject (關鍵詞) | 交易成本理論 | zh_TW |
| dc.subject (關鍵詞) | 團體套裝旅遊 | zh_TW |
| dc.subject (關鍵詞) | 領隊管理模式 | zh_TW |
| dc.subject (關鍵詞) | travel agent | en_US |
| dc.subject (關鍵詞) | tour leader | en_US |
| dc.subject (關鍵詞) | 4C Exchange Cost | en_US |
| dc.subject (關鍵詞) | Transaction Cost Theory | en_US |
| dc.subject (關鍵詞) | Group Package Tour | en_US |
| dc.subject (關鍵詞) | tour leader’s management model | en_US |
| dc.title (題名) | 旅行社、領隊與團體套裝旅遊之消費者間三方交換關係之探討 | zh_TW |
| dc.title (題名) | The study of exchange relationship among travel agent,tour leader&group package tour`s consumer | en_US |
| dc.type (資料類型) | thesis | en |
| dc.relation.reference (參考文獻) | 英文部分 | zh_TW |
| dc.relation.reference (參考文獻) | Aaker, D. A. (1991). Managing Brand Equity: Capitalizing on the Value of a Brand Name. New York:The Free Press. | zh_TW |
| dc.relation.reference (參考文獻) | Barney, J. B., & Ouchi, W. G. (1986). Organizational Economics. Jossey Bass,San Francsico, 424-445. | zh_TW |
| dc.relation.reference (參考文獻) | Bastakis, C., Buhalis, D., & Butler, R. (2004). The perception of small and medium sized tourism accommodation providers on the impacts of the tour operators’ power in Eastern Mediterranean. Tourism Management, 25(1), 151-170. | zh_TW |
| dc.relation.reference (參考文獻) | Beritellia, P. (2011). Cooperation among prominent actors in a tourist destination Annals of Tourism Research, 38(2), 607-629 | zh_TW |
| dc.relation.reference (參考文獻) | Blau, P. (1964). Exchange and Power in Social Life. New York: John Wiley and Sons, Inc. | zh_TW |
| dc.relation.reference (參考文獻) | Coase, R. H. (1937). The Nature of the Firm. Economica, 4(4), 386-405. | zh_TW |
| dc.relation.reference (參考文獻) | Cohen, E. (1985). The tourist guide the origins, structure and dynamics of a role. Annals of Tourism Research, 12(1), 5-29. | zh_TW |
| dc.relation.reference (參考文獻) | Cooper, D. R., & Emory, W. (1995). Business Research Methods Irwin. | zh_TW |
| dc.relation.reference (參考文獻) | Denzin, N. K., & Lincoln, Y. S. (2005). The SAGE Handbook of Qualitative Research (3 ed.): SAGE Publications. | zh_TW |
| dc.relation.reference (參考文獻) | Dimou, I., Archer, S., & Chen, J. (2003). Corporate development of international hotel firms: a transaction cost economics and agency theory approach. International Journal of Tourism Research 5(2), 147-149. | zh_TW |
| dc.relation.reference (參考文獻) | Duke, C. R., & Persia, M. A. (1996). Performance-Importance Analysis of Escorted Tour Evaluations. Recent Advances in Tourism Marketing Researchroup, 5(3), 207-223. | zh_TW |
| dc.relation.reference (參考文獻) | Gillham, B. (2000). Case study research methods London: Continuum. | zh_TW |
| dc.relation.reference (參考文獻) | Irene, C. L. (2007). Establishing a service channel: a transaction cost analysis of a channel contract between a cruise line and a tour operator. Journal of Services Marketing, 21(1), 4-14. | zh_TW |
| dc.relation.reference (參考文獻) | Jonas, L. (2005). Families Seen Sightseeing. Space and Culture, 8(4), 416-434. | zh_TW |
| dc.relation.reference (參考文獻) | Kahn, R. L., & Cannell, C. F. (1983). The dynamics of interviewing: Theory, technique, and cases: Krieger Pub. Co. . | zh_TW |
| dc.relation.reference (參考文獻) | Klein, B., Crawford, R. G., & Alchian, A. A. (1978). Vertical Integration, Appropriable Rents, and the Competitive Contracting Process. Journal of Law and Economics(21), 297-326. | zh_TW |
| dc.relation.reference (參考文獻) | Kotler, P. (1972). A Generic Concept of Marketing. Journal of Marketing, 36, 46-54. | zh_TW |
| dc.relation.reference (參考文獻) | Liu, Y. A., Chen, R. F., Chen, H. B., & Wan, C. S. (2007). Customer Relationship Management in the Travel Web Site Journal of Sport and Recreation Research 2(2), 1-25. | zh_TW |
| dc.relation.reference (參考文獻) | Lumsdon, L. M. (2006). Factors Affecting The Design Of Tourism Bus Services. Annals of Tourism Research, 33(3), 748-766. | zh_TW |
| dc.relation.reference (參考文獻) | Mancini, M. (2001). Conducting tours (Vol. 3): USA:Delmar Thomson Learning. | zh_TW |
| dc.relation.reference (參考文獻) | Mossberg, L. L. (1995). Tour leaders and their importance in charter tours. Tourism Management, 16(6), 437-445. | zh_TW |
| dc.relation.reference (參考文獻) | Patton, M. Q. (1990). Qualitative Evaluation and Research Methods (2 ed.). US: Sage Publications, Inc. . | zh_TW |
| dc.relation.reference (參考文獻) | Persia, M. A., & Gitelson, R. J. (1992). The differences among travel agency users in the importance ratings of agency service features. Journal of Travel & Tourism Marketing 1(4), 77-97. | zh_TW |
| dc.relation.reference (參考文獻) | Quiroga, I. (1990). Characteristics of package tours in Europe. Annals of Tourism Research, 17(2), 185-207. | zh_TW |
| dc.relation.reference (參考文獻) | Simon, H. A. (1957). Models of man: social and rational; mathematical essays on rational human behavior in a social setting. Garland Pub.New York, 199. | zh_TW |
| dc.relation.reference (參考文獻) | Turner, J. H. (1986). The Structure of Sociological Theory (4 ed.). Chicago: The Dorsey Press. | zh_TW |
| dc.relation.reference (參考文獻) | Wang, K. C., Hsieh, A. T., & Chen, W. Y. (2002). Is the tour leader an effective endorser for group package tour brochures? Tourism Management, 23, 489-498. | zh_TW |
| dc.relation.reference (參考文獻) | Wang, K. C., Hsieh, A. T., & Huan, T. C. (2000). Critical service features in group package tour:An exploratory research. Tourism Management, 21(2), 177-189. | zh_TW |
| dc.relation.reference (參考文獻) | Williamson, O. E. (1975). Markets and Hierarchies: Analysis and Antitrust Implications. New York:The Free Press. | zh_TW |
| dc.relation.reference (參考文獻) | Williamson, O. E. (1985). The Economic Institution of Capitalism:Firms,Market,Relational Contracting. New York:The Free Press. | zh_TW |
| dc.relation.reference (參考文獻) | Williamson, O. E. (1991). Comparative Economic Organization: the Analysis of Discrete Structural Alternatives. Administrative science quarterly(36), 269-296. | zh_TW |
| dc.relation.reference (參考文獻) | Wong, C. S., & Kwong, W. Y. (2004). Outbound tourists` selecting criteria for choosing all-inclusive package tours. Tourism Management, 25(3), 581-592. | zh_TW |
| dc.relation.reference (參考文獻) | 中文部分 | zh_TW |
| dc.relation.reference (參考文獻) | 方博亮、林祖嘉. (2003). 管理經濟學. 臺北: 智勝. | zh_TW |
| dc.relation.reference (參考文獻) | 王國欽. (2006). 銀髮族團體套裝旅遊動機研究. 觀光研究學報, 12(2), 119 -138 | zh_TW |
| dc.relation.reference (參考文獻) | 交通部觀光局. (2005). 領隊人員管理規則. 臺北: 交通部觀光局. | zh_TW |
| dc.relation.reference (參考文獻) | 交通部觀光局. (2008). 旅行業從業人員基礎訓練教材. | zh_TW |
| dc.relation.reference (參考文獻) | 何嬿婷. (2010). 領隊人格特質, 團員間互動與旅遊滿意度關係之研究-階層線性模式之運用. 南華大學旅遊事業管理研究所碩士論文. | zh_TW |
| dc.relation.reference (參考文獻) | 吳炳南. (2006). 旅行業者遴選領隊評估因素之研究. 南華大學旅遊事業管理研究所碩士論文. | zh_TW |
| dc.relation.reference (參考文獻) | 林燈燦. (2005). 觀光導遊與領隊 : 理論與實務 (Vol. 六). 台北市: 五南. | zh_TW |
| dc.relation.reference (參考文獻) | 邱志聖. (2010). 策略行銷分析：架構與實務應用 (Vol. 三). 臺北市: 智勝文化. | zh_TW |
| dc.relation.reference (參考文獻) | 凌瓏. (1993). 旅行業策略行銷之研究. 中國文化大學觀光事業研究所碩士論文. | zh_TW |
| dc.relation.reference (參考文獻) | 容繼業. (2004). 旅行業理論與實務 (三 ed.). 台北: 揚智文化事業股份有限公司. | zh_TW |
| dc.relation.reference (參考文獻) | 高淑青. (2000). 「現象學方法及其在教育研究上的應用」，質的研究方法. 高雄: 麗文. | zh_TW |
| dc.relation.reference (參考文獻) | 張金明. (2010). 旅行業實務與管理議題(上): 鳳凰旅遊出版社. | zh_TW |
| dc.relation.reference (參考文獻) | 張振煌. (2010). 旅行社對受雇領團人員服務滿意度之研究-以台灣觀光領團人員發展協會為例. 銘傳大學觀光研究所在職專班碩士論文. | zh_TW |
| dc.relation.reference (參考文獻) | 曹勝雄. (2004). GPT服務品質構面與量表之建立：整合旅遊仲介之控制與消費觀點. 文化大學觀光事業學系暨研究所研究計畫. | zh_TW |
| dc.relation.reference (參考文獻) | 連秀芃. (2008). 旅行業領隊人員知識管理之研究. 國立彰化師範大學會計學系企業高階管理碩士論文, 91. | zh_TW |
| dc.relation.reference (參考文獻) | 郭承儒. (2002). 團體旅遊中顧客評估領隊對服務品質影響研究. 中國文化大學觀光事業研究所碩士論文. | zh_TW |
| dc.relation.reference (參考文獻) | 陳文河. (1987). 我國旅行業行銷策略之研究. 中原大學企業管理研究所碩士論文化大學觀光事業學系暨研究所研究計畫. | zh_TW |
| dc.relation.reference (參考文獻) | 陳正展. (2008). 領隊魅力領導與旅客之追隨者效應關係之研究-以團體套裝旅遊為例. 國立嘉義大學休閒事業管理研究所碩士論文. | zh_TW |
| dc.relation.reference (參考文獻) | 黃榮鵬. (2003). 電子商務對旅行業經營管理影響之研究. 國立中山大學企業管理學系博士論文, 122. | zh_TW |
| dc.relation.reference (參考文獻) | 黃榮鵬. (2010). 領隊實務. 台北: 松根出版社. | zh_TW |
| dc.relation.reference (參考文獻) | 楊正寬. (2003). 觀光行政與法規. 台北: 揚智文化事業股份有限公司. | zh_TW |
| dc.relation.reference (參考文獻) | 楊朋振、李君如. (2007). 關係與社會網絡的建構：以經營海外旅遊旅行業為例 海峽兩岸金廈觀光旅遊交流暨學術研討會 | zh_TW |
| dc.relation.reference (參考文獻) | 潘淑滿. (2003). 質性研究-理論與應用: 心理出版社. | zh_TW |
| dc.relation.reference (參考文獻) | 盧筱梅. (2008). 領隊部落格可成為旅行社關係行銷之工具？. 中國文化大學觀光休閒事業管理研究所碩士論文. | zh_TW |
| dc.relation.reference (參考文獻) | 謝永茂. (2003). 旅行社網絡關係運用之研究－以專營出國旅遊之旅行社為例. 靜宜大學觀光事業學系碩士論文. | zh_TW |
| dc.relation.reference (參考文獻) | 韓佩珊. (2006). 服務業顧客關係管理對企業經營績效之影響 ∼ 以旅行業為例. 國立中山大學企業管理學系碩士論文, 128. | zh_TW |
| dc.relation.reference (參考文獻) | 藍清廉. (2005). 台灣半導體通路商技術支援服務之4C交換成本分析. 政治大學經營管理碩士學程(EMBA)之碩士論文. | zh_TW |
| dc.relation.reference (參考文獻) | 旅奇雙週刊第133期 (2010.12.20) | zh_TW |
| dc.relation.reference (參考文獻) | http://b2b.travelrich.com.tw/subject02/subject02_detail.aspx?Second_classification_id=32&Subject_id=9384 | zh_TW |
