期刊刊名：黎明學報 　 卷期：26卷2期

篇名出版日期：2015年9月30日

作者：吳宗泰,林水松,Chung-Tai Wu, Shui-Sung Lin

語言：English

關鍵字：packaged honeymoon tour, selection criteria, travel agency,蜜月旅行,套裝旅遊,旅遊選擇因素,旅行業

被點閱次數：7次

閱讀時間：551sec

摘要：
The study identifies factors associated with criteria for the selection of travel agency and packaged honeymoon tours. From distributed 5000 questionnaires to 1125 travel agencies, 712 answered returns were deemed valid from 717 returns. The results identified five factors to which travelers choose a travel agency, “distinguishing features”, “professionalism”, “visibility”, “convenience”, and “image”. Identified factors for the selection of a packaged honeymoon tour were “comfort”, “mood”, “quality itinerary”, “attractiveness”, and “word-of-mouth”. By cluster analysis, five groups of travelers were identified in the selection of a travel agency: “convenient purchase”, “image by word-of-mouth”, “emphasis of professionalism”, “emphasis of distinguishing features”, and “emphasis of advertisement”. Likewise, two groups of travelers were identified for packaged honeymoon tours, “easily agreeable” and “quality selective”. Differentiation of honeymoon travelers from the general packaged tour should serve useful information to travel agencies for market segmentation.

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