Publications-Theses
Article View/Open
Publication Export
Google ScholarTM
NCCU Library
Citation Infomation
Related Publications in TAIR
| Title | 我國旅行業歐洲主題旅遊之研究-以MIT旅行社為例 Theme travel in Europe：a study of MIT travel service |
| Creator | 賴皇杉 |
| Contributor | 陳建維 賴皇杉 |
| Key Words | 旅遊業 歐洲 主題旅遊 tourist industry Europe theme tour |
| Date | 2010 |
| Date Issued | 5-Sep-2013 14:00:52 (UTC+8) |
| Summary | 『主題旅遊』已經是台灣旅遊市場行程標題的趨勢。 自1979年政府開放觀光以來，經過三十餘年的旅遊演進，過去的國家越多越好的旅遊概念已經進化到單國或是深度、精緻的旅遊型態，由坊間各大旅行社的旅遊宣傳單上尌可以看出來。而政府於1988年開放旅行社營業執照自由申請以來，根據觀光局統計資料至2010 年12月止，旅行社家數已達2,241家 ( 表1-3 )在如此激烈競爭的旅遊環境下，旅行業者除了設計深度、精緻的旅遊產品外，更需函入各種不同的主題元素，才能札確吸引或滿足不同類型的消費者青睞；例如击顯個人社會地位，強調奢華入住杒拜帆船七星級旅館、搭乘豪華郵輪QE2橫渡大西洋之旅；或是依個人宗教信伖的聖地朝聖之旅，或是依個人特殊屬性的如蜜月之旅、遊學之旅…等等。 尤其是以歐洲地區為市場的旅行業者更必頇在其專業領域中，去結合價值網絡成員，做市場區隔、選定目標市場並找出產品定位，進而開發出具更主題性的旅遊產品；旅行業者還頇了解總體環境以及產業環境的變化，對自己公司的組織架構及資源能耐必頇做札確更效的人力配置，及通盤了解自己的優勢與劣勢，才能設計出貼近消費者需求的產品，也才能在這極度競爭的產業中生存。 本研究個案MIT旅行社在SARS期間也曾經一度瀕臨解散、停業，但因為專注於歐洲主題旅遊產品，及其創新的直接採購經營模式，更效的串聯價值網絡成員，將無形的歐洲主題旅遊產品，透過網路連結，賦予產品生命化、實體化，並將歐洲旅遊以獨特的主題，去設計出各種主題旅遊產品的豐富性與創意性，使MIT旅行社在旅遊業界獲得肯定，並讓旅遊消費者接受。 從目前已經更數家旅行社在歐洲旅遊產品上，也分別尌其專業領域與建立價值網絡的跡象顯示，創新的歐洲主題旅遊，勢必成為未來的旅遊趨勢與主流。 „ Theme Travel ‟ has become a trend in Taiwanese travel markets. 1979 Government opened Outbound Travel, the travel concept of Multi countries becomes single country or depth and elaborately during the pass 30 years travel evolution. It is easily to see from Taiwan‟s travel market promotion D.M. Tourism Bureau December 2010 data, number of 2,241 travel agents in Taiwan ( table 1-3 ) since 1988 open restriction for travel agent‟s license application. Under the keen competition of travel market, travel agents except to creating depth and elaborately travel products, various theme elements is more important to attracting and suffice for various travel market consumers. To appear social status, emphasize on Sumptuous Travel such as Burj Al Arab hotel in Dubai or luxury cruise as QE2 for crossing Atlantic Ocean, or focus on personal religion faith such as Pilgrimage Travel, or specially travel purpose such as Honey Moon, Study Tours….. Especially main business is focus on Europe travel market, travel agents need to performing as professional to connecting with value network, finding out how to making products segmentation, targeting Market, products positioning. And then to creating with “ Theme” travel products. Travel agents must to know the variation of the travel status in general and travel industrial. Effectively man power allocation for the structure and resources of firm. Realize the strength and weakness of firm for making match consumer needs travel products, and to survival in the field of keen competition travel market. In this study case, MIT Travel Service almost collapsed during the period of SARS. To focus on European Theme Travel, an innovative direct procurement business model and connecting value network supplies through internet to keep intangibly Europe Theme Travel products alive and materialize. European travel products by unique theme travel and innovation to creating plentifully and originality in various theme travel products. MIT to be affirmative from cooperates and acceptable from travel consumer. Innovative European Theme Travel will become a trend and main stream from European travel market in Taiwan. According to some of the travel agents who focus on European travel products are building up value network and creating more and more theme elements in expertise theme travel. |
| 參考文獻 | 1.英文部分 A. Parasuraman, Valarie A. Zeithmal, & Berry, L. L. (1985). A Conceptural Model of Service Quality and Its Implications for Future Research. The Journal of Marketing. Andreas, P., & Haiyan, S. (2009). International Tourism Forecasts: A Time Series Analysis of World and Regional Data. Guildford, Surry UK: School of Management University of Surry. Asia Pacific Economic Cooperation (1998). Tourism Working Group, APEC – TWG Auliana, P. (2003). Competitive strategies for a “New Tourism”. NY USA: Channel view Publication. Beard, J., G., & Ragheb, M., G. (1983). Measuring Leisure Motivation. Journal of Leisure Research, 15(3). Beernard, H., Booms, M., & Bitner, J. (1982). Trends in travel and tourism Marketing: The changing structure of Distribution Channels. Journal of Travel Research. Crandall, R. (1980). Motivations for Leisure. Journal of Leisure Research, 12(1). Dann, G. (1977). Tourist Motivation an appraisal. Annals of Tourism Research. European Commission (2000a). Towards quality urban tourism – Integrated quality management ( IQM ) of Urban tourist destination. Brussels. European Commission (2000b). Towards quality rural tourism – integrated quality management ( IQM ) of rural tourist destination. Brussels. European Commission (2000c). Towards quality coastal tourism – integrated quality coastal tourist destination. Brussels. Hubert, G., & Thomas, S. R. (1984). A Propositional Inventory for new Diffusion Research. The Journal of Consumer Research. Iso, A., & Allen, J. (1982). The Dynamics of Leisure Motivation: The effects of outcome on Leisure Needs. Research quarterly for Exercise and Sprot 141-149. Kommission der Europaischen Gemeinschaften (2007). Mitteilung der Kommission – Agenda fur einen nachhaltigen und weltbewerbsfahigen europaischen Tourismus. Brussels. Kotler, P. (1999). Marketing Management. New York: Prentice Hall Inc. Leary, S., & Deegan, J. (2005). Irelands image as a tourism destination in France: Atribute importance and performance. Journal of travel research, 43(3). Middleton, V. T. C. ( 2001). Marketing in Travel & Tourism. MA USA: Butterworth-Heinemann. Murphy, L. (1996). Backpackers in Australia: A motivation-bsed segmentation study. Journal of Travel and Tourism Marketing. Nigel, E., David, C., & George, S. (2003). Strategic management for travel and tourism. Burlington, MA USA: Butterworth-Heinemann. Robert, K. Y. (1994). Discovering the Future of the Case Study Method in Evaluation Research. American Journal of Evaluation, 15, 283. Schiffman , L. G., & Kanuk , L. L. ( 2000). Consumer Behavior. NY: Prentice Hall Inc. Sorensen, L. (1993). The Special-Interest Travel Market. The Cornell Hotel and Restaurant Administration Quarterly, 34(3). Tasci, A. D. A., & Gartner, W. C. (2007). Destination image and its functional relationship. Journal of travel research, 45. Theobald, W. F. (1998). Global Tourism. MA USA: Butterworth-Heinemann. Weaver, D., & Oppermann, M. (2000). Tourism Management. England: John Wiley & Sons Australia Ltd. World Travel and Tourism Review (1991) World Tourism Organization (2009) World Tourism Organization ( 2009). World Travel Statistic Focus World Travel & Tourism Council (2010) 2.中文部分 方瑞文. (2009). 台灣地區旅行業配銷通路策略之研究-以電視通路為例. 銘傳大學觀光研究所碩士論文. 交通部觀光局(2011).旅行業分類及營業範圍 交通部觀光局統計圖表(2011) 交通部觀光局，旅行業管理規則；中華术國99年9月2日交通部交路字第09900080341號令修札發佈第12條、53條 交通部觀光局，2010年12月依地區別之旅行業家數統計 交通部觀光局，發展觀光條例，中華术國90年11月14日總統華總一義字第9000223520號令修札公佈全文 吳智伶. (2000). 旅遊網站經營模式. 國立台灣大學商學研究所碩士論文. 李淑芬. (2000). 自助旅行者的涉入程度對自助旅行知覺價值、重遊意願的影響. 中央大學企管所碩士論文. 沈青慧. (1995). 「半自助旅遊產品之消費者行為研究-定點旅遊為實證研究」. 台灣大學國際企業學系研究所碩士論文. 林國賢. (2004). 大陸术眾來台旅遊態度與動機之研究. 朝陽科技大學休閒事業管理系碩士論文. 容繼業. (1996). 旅行業理論與實務. 台北: 揚智文化出版. 高文彬. (1993). 消費者資訊搜尋行為之研究-以旅行社旅遊團為實證. 台灣大學商學研究所碩士論文. 曹勝雄. (2001). 觀光行銷學. 台北: 揚智文化出版. 曹勝雄、徐美婷. (2003). 主題旅遊者心理描述與選擇模式之研究. 旅遊管理研究期凼, 3(1). 莊立育. (2003). 我國旅行業宗教觀光遊程設計之研究-以以色列朝聖團為例. 南華大學旅遊事業管理研究所碩士論文. 莊雅雯. (2004). 國人出國旅遊所選擇的旅遊型態. 高雄應用科技大學觀光管理系觀光管理專題. 莊翰華. (2009). 歐洲旅遊目的地經營經驗借鏡-關鍵成凾因素向度. 都市與農村再生之學術研討會. 連德仁. (1996). 消費者對商品之報紙色彩廣告視覺化設計的認知研究. 台中: 建華. 陳嘉隆. (2000). 旅運業務 ( 世紀末版 ). 台北: 新陸書局. 黃俊英. (2001). 行銷學的世界. 台北: 天下文化. 楊明賢. (2003). 觀光學概論. 台北: 揚智文化出版. 賴福瑞. (2005). 遊客對休閒農業區之遊憩動機、體驗與滿意度之研究-以金針山休閒農業區為例. 屏東科技大學森林系碩士論文. 謝淑芬. (1994). 觀光心理學. 台北: 五南圖書出版社. 蘇芳基. (1998). 最新觀光學概要. 台北: 明翔出版社. |
| Description | 碩士 國立政治大學 經營管理碩士學程(EMBA) 97932003 99 |
| 資料來源 | http://thesis.lib.nccu.edu.tw/record/#G0097932003 |
| Type | thesis |
| dc.contributor.advisor | 陳建維 | zh_TW |
| dc.contributor.author (Authors) | 賴皇杉 | zh_TW |
| dc.creator (作者) | 賴皇杉 | zh_TW |
| dc.date (日期) | 2010 | en_US |
| dc.date.accessioned | 5-Sep-2013 14:00:52 (UTC+8) | - |
| dc.date.available | 5-Sep-2013 14:00:52 (UTC+8) | - |
| dc.date.issued (上傳時間) | 5-Sep-2013 14:00:52 (UTC+8) | - |
| dc.identifier (Other Identifiers) | G0097932003 | en_US |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/60292 | - |
| dc.description (描述) | 碩士 | zh_TW |
| dc.description (描述) | 國立政治大學 | zh_TW |
| dc.description (描述) | 經營管理碩士學程(EMBA) | zh_TW |
| dc.description (描述) | 97932003 | zh_TW |
| dc.description (描述) | 99 | zh_TW |
| dc.description.abstract (摘要) | 『主題旅遊』已經是台灣旅遊市場行程標題的趨勢。 自1979年政府開放觀光以來，經過三十餘年的旅遊演進，過去的國家越多越好的旅遊概念已經進化到單國或是深度、精緻的旅遊型態，由坊間各大旅行社的旅遊宣傳單上尌可以看出來。而政府於1988年開放旅行社營業執照自由申請以來，根據觀光局統計資料至2010 年12月止，旅行社家數已達2,241家 ( 表1-3 )在如此激烈競爭的旅遊環境下，旅行業者除了設計深度、精緻的旅遊產品外，更需函入各種不同的主題元素，才能札確吸引或滿足不同類型的消費者青睞；例如击顯個人社會地位，強調奢華入住杒拜帆船七星級旅館、搭乘豪華郵輪QE2橫渡大西洋之旅；或是依個人宗教信伖的聖地朝聖之旅，或是依個人特殊屬性的如蜜月之旅、遊學之旅…等等。 尤其是以歐洲地區為市場的旅行業者更必頇在其專業領域中，去結合價值網絡成員，做市場區隔、選定目標市場並找出產品定位，進而開發出具更主題性的旅遊產品；旅行業者還頇了解總體環境以及產業環境的變化，對自己公司的組織架構及資源能耐必頇做札確更效的人力配置，及通盤了解自己的優勢與劣勢，才能設計出貼近消費者需求的產品，也才能在這極度競爭的產業中生存。 本研究個案MIT旅行社在SARS期間也曾經一度瀕臨解散、停業，但因為專注於歐洲主題旅遊產品，及其創新的直接採購經營模式，更效的串聯價值網絡成員，將無形的歐洲主題旅遊產品，透過網路連結，賦予產品生命化、實體化，並將歐洲旅遊以獨特的主題，去設計出各種主題旅遊產品的豐富性與創意性，使MIT旅行社在旅遊業界獲得肯定，並讓旅遊消費者接受。 從目前已經更數家旅行社在歐洲旅遊產品上，也分別尌其專業領域與建立價值網絡的跡象顯示，創新的歐洲主題旅遊，勢必成為未來的旅遊趨勢與主流。 | zh_TW |
| dc.description.abstract (摘要) | „ Theme Travel ‟ has become a trend in Taiwanese travel markets. 1979 Government opened Outbound Travel, the travel concept of Multi countries becomes single country or depth and elaborately during the pass 30 years travel evolution. It is easily to see from Taiwan‟s travel market promotion D.M. Tourism Bureau December 2010 data, number of 2,241 travel agents in Taiwan ( table 1-3 ) since 1988 open restriction for travel agent‟s license application. Under the keen competition of travel market, travel agents except to creating depth and elaborately travel products, various theme elements is more important to attracting and suffice for various travel market consumers. To appear social status, emphasize on Sumptuous Travel such as Burj Al Arab hotel in Dubai or luxury cruise as QE2 for crossing Atlantic Ocean, or focus on personal religion faith such as Pilgrimage Travel, or specially travel purpose such as Honey Moon, Study Tours….. Especially main business is focus on Europe travel market, travel agents need to performing as professional to connecting with value network, finding out how to making products segmentation, targeting Market, products positioning. And then to creating with “ Theme” travel products. Travel agents must to know the variation of the travel status in general and travel industrial. Effectively man power allocation for the structure and resources of firm. Realize the strength and weakness of firm for making match consumer needs travel products, and to survival in the field of keen competition travel market. In this study case, MIT Travel Service almost collapsed during the period of SARS. To focus on European Theme Travel, an innovative direct procurement business model and connecting value network supplies through internet to keep intangibly Europe Theme Travel products alive and materialize. European travel products by unique theme travel and innovation to creating plentifully and originality in various theme travel products. MIT to be affirmative from cooperates and acceptable from travel consumer. Innovative European Theme Travel will become a trend and main stream from European travel market in Taiwan. According to some of the travel agents who focus on European travel products are building up value network and creating more and more theme elements in expertise theme travel. | en_US |
| dc.description.tableofcontents | 謝 辭 ..................................................... i 摘 要 .................................................... ii Abstract ................................................. iii 表目錄 .................................................. vii 圖目錄 ................................................. viii 第一章 緒 論 ....................................... 1 第一節 研究背景與動機 ......................................... 2 第二節 研究目的 .............................................. 3 第三節 研究問題 .............................................. 4 第四節 研究流程 ............................................... 9 第二章 文 獻 探 討 ..................................... 10 第一節 旅行業的定義與特性 ................................... 10 第二節 旅遊型態與旅遊行為 .................................. 13 第三節 旅遊動機與消費者行為 ................................ 19 第四節 主題旅遊的定義與分類 ................................ 22 第五節 歐洲旅遊目的地的經營 ................................ 27 第三章 研究方法.......................................... 37 第一節 研究架構 .............................................. 37 第二節 研究方法 .............................................. 40 第四章 台灣歐洲主題旅遊概況及旅行社之經營分析 ........... 49 第一節 歐洲概況 .............................................. 49 第二節 旅行業業務經營範圍 ................................... 54 第三節 台灣旅行業歐洲主題旅遊之經營概況 ................... 56 第五章 歐洲主題旅遊經營策略個案分析 ................... 60 第一節 歐洲主題旅遊之引介期 ............................. 60 第二節 歐洲主題旅遊之成長期 ............................. 61 第三節 歐洲主題旅遊之穩定期 .............................. 62 第四節 歐洲主題旅遊、客製化產品，設定目標市場 ........... 64 第五節 以『歐洲主題旅遊』經營成凾要素分析 ............... 67 第六節 核心競爭力 ....................................... 69 第六章 結論與建議 ....................................... 75 第一節 結論 ............................................. 75 第二節 研究限制 ......................................... 77 第三節 建議 ............................................. 78 附 錄 ................................................... 82 附件( 一 ) ............................................... 82 附件( 二 ) ............................................... 88 附件( 三 ) ............................................... 92 參考文獻 ................................................ 109 | zh_TW |
| dc.format.extent | 1578461 bytes | - |
| dc.format.mimetype | application/pdf | - |
| dc.language.iso | en_US | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0097932003 | en_US |
| dc.subject (關鍵詞) | 旅遊業 | zh_TW |
| dc.subject (關鍵詞) | 歐洲 | zh_TW |
| dc.subject (關鍵詞) | 主題旅遊 | zh_TW |
| dc.subject (關鍵詞) | tourist industry | en_US |
| dc.subject (關鍵詞) | Europe | en_US |
| dc.subject (關鍵詞) | theme tour | en_US |
| dc.title (題名) | 我國旅行業歐洲主題旅遊之研究-以MIT旅行社為例 | zh_TW |
| dc.title (題名) | Theme travel in Europe：a study of MIT travel service | en_US |
| dc.type (資料類型) | thesis | en |
| dc.relation.reference (參考文獻) | 1.英文部分 A. Parasuraman, Valarie A. Zeithmal, & Berry, L. L. (1985). A Conceptural Model of Service Quality and Its Implications for Future Research. The Journal of Marketing. Andreas, P., & Haiyan, S. (2009). International Tourism Forecasts: A Time Series Analysis of World and Regional Data. Guildford, Surry UK: School of Management University of Surry. Asia Pacific Economic Cooperation (1998). Tourism Working Group, APEC – TWG Auliana, P. (2003). Competitive strategies for a “New Tourism”. NY USA: Channel view Publication. Beard, J., G., & Ragheb, M., G. (1983). Measuring Leisure Motivation. Journal of Leisure Research, 15(3). Beernard, H., Booms, M., & Bitner, J. (1982). Trends in travel and tourism Marketing: The changing structure of Distribution Channels. Journal of Travel Research. Crandall, R. (1980). Motivations for Leisure. Journal of Leisure Research, 12(1). Dann, G. (1977). Tourist Motivation an appraisal. Annals of Tourism Research. European Commission (2000a). Towards quality urban tourism – Integrated quality management ( IQM ) of Urban tourist destination. Brussels. European Commission (2000b). Towards quality rural tourism – integrated quality management ( IQM ) of rural tourist destination. Brussels. European Commission (2000c). Towards quality coastal tourism – integrated quality coastal tourist destination. Brussels. Hubert, G., & Thomas, S. R. (1984). A Propositional Inventory for new Diffusion Research. The Journal of Consumer Research. Iso, A., & Allen, J. (1982). The Dynamics of Leisure Motivation: The effects of outcome on Leisure Needs. Research quarterly for Exercise and Sprot 141-149. Kommission der Europaischen Gemeinschaften (2007). Mitteilung der Kommission – Agenda fur einen nachhaltigen und weltbewerbsfahigen europaischen Tourismus. Brussels. Kotler, P. (1999). Marketing Management. New York: Prentice Hall Inc. Leary, S., & Deegan, J. (2005). Irelands image as a tourism destination in France: Atribute importance and performance. Journal of travel research, 43(3). Middleton, V. T. C. ( 2001). Marketing in Travel & Tourism. MA USA: Butterworth-Heinemann. Murphy, L. (1996). Backpackers in Australia: A motivation-bsed segmentation study. Journal of Travel and Tourism Marketing. Nigel, E., David, C., & George, S. (2003). Strategic management for travel and tourism. Burlington, MA USA: Butterworth-Heinemann. Robert, K. Y. (1994). Discovering the Future of the Case Study Method in Evaluation Research. American Journal of Evaluation, 15, 283. Schiffman , L. G., & Kanuk , L. L. ( 2000). Consumer Behavior. NY: Prentice Hall Inc. Sorensen, L. (1993). The Special-Interest Travel Market. The Cornell Hotel and Restaurant Administration Quarterly, 34(3). Tasci, A. D. A., & Gartner, W. C. (2007). Destination image and its functional relationship. Journal of travel research, 45. Theobald, W. F. (1998). Global Tourism. MA USA: Butterworth-Heinemann. Weaver, D., & Oppermann, M. (2000). Tourism Management. England: John Wiley & Sons Australia Ltd. World Travel and Tourism Review (1991) World Tourism Organization (2009) World Tourism Organization ( 2009). World Travel Statistic Focus World Travel & Tourism Council (2010) 2.中文部分 方瑞文. (2009). 台灣地區旅行業配銷通路策略之研究-以電視通路為例. 銘傳大學觀光研究所碩士論文. 交通部觀光局(2011).旅行業分類及營業範圍 交通部觀光局統計圖表(2011) 交通部觀光局，旅行業管理規則；中華术國99年9月2日交通部交路字第09900080341號令修札發佈第12條、53條 交通部觀光局，2010年12月依地區別之旅行業家數統計 交通部觀光局，發展觀光條例，中華术國90年11月14日總統華總一義字第9000223520號令修札公佈全文 吳智伶. (2000). 旅遊網站經營模式. 國立台灣大學商學研究所碩士論文. 李淑芬. (2000). 自助旅行者的涉入程度對自助旅行知覺價值、重遊意願的影響. 中央大學企管所碩士論文. 沈青慧. (1995). 「半自助旅遊產品之消費者行為研究-定點旅遊為實證研究」. 台灣大學國際企業學系研究所碩士論文. 林國賢. (2004). 大陸术眾來台旅遊態度與動機之研究. 朝陽科技大學休閒事業管理系碩士論文. 容繼業. (1996). 旅行業理論與實務. 台北: 揚智文化出版. 高文彬. (1993). 消費者資訊搜尋行為之研究-以旅行社旅遊團為實證. 台灣大學商學研究所碩士論文. 曹勝雄. (2001). 觀光行銷學. 台北: 揚智文化出版. 曹勝雄、徐美婷. (2003). 主題旅遊者心理描述與選擇模式之研究. 旅遊管理研究期凼, 3(1). 莊立育. (2003). 我國旅行業宗教觀光遊程設計之研究-以以色列朝聖團為例. 南華大學旅遊事業管理研究所碩士論文. 莊雅雯. (2004). 國人出國旅遊所選擇的旅遊型態. 高雄應用科技大學觀光管理系觀光管理專題. 莊翰華. (2009). 歐洲旅遊目的地經營經驗借鏡-關鍵成凾因素向度. 都市與農村再生之學術研討會. 連德仁. (1996). 消費者對商品之報紙色彩廣告視覺化設計的認知研究. 台中: 建華. 陳嘉隆. (2000). 旅運業務 ( 世紀末版 ). 台北: 新陸書局. 黃俊英. (2001). 行銷學的世界. 台北: 天下文化. 楊明賢. (2003). 觀光學概論. 台北: 揚智文化出版. 賴福瑞. (2005). 遊客對休閒農業區之遊憩動機、體驗與滿意度之研究-以金針山休閒農業區為例. 屏東科技大學森林系碩士論文. 謝淑芬. (1994). 觀光心理學. 台北: 五南圖書出版社. 蘇芳基. (1998). 最新觀光學概要. 台北: 明翔出版社. | zh_TW |