文化大學機構典藏 CCUR:Item 987654321/19797
English  |  正體中文  |  简体中文  |  Items with full text/Total items : 46962/50828 (92%)
Visitors : 12458936      Online Users : 610
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
    •  Adv. Search
    Home ‧ Login ‧ Upload ‧ Help ‧ About ‧ Administer Goto mobile version


    Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/19797


    Title: 旅行業對海外個別旅客關係行銷之研究
    Authors: 潘愛芬
    Contributors: 觀光休閒事業管理研究所碩士在職專班
    Keywords: 旅行業(Travel Agency)
    海外個別旅客(FIT)
    關係行銷(Relationship Marketing)
    結構方程模式(Structural Equation Modeling, SEM)
    Date: 2010
    Issue Date: 2011-10-20 12:59:08 (UTC+8)
    Abstract: 論文名稱：旅行業對海外個別旅客關係行銷之研究 總頁數：113
    校(院)所組別：中國文化大學商學院觀光休閒事業管理研究所
    畢業時間及提要別：九十九年度第二學期碩士學位論文提要
    研究生：潘愛芬 指導教授：李銘輝
    論文提要內容：
    本研究旨在探討旅行業對海外個別旅客之關係行銷。研究方法以問卷調查方式進行資料蒐集，計有效回收問卷207份。資料分析採以SPSS 15.0與LISREL 8.54軟體進行描述性統計、Pearson積差相關分析與結構方程模式分析，探究關係行銷之前置變數、階段變數與結果變數的現況分析，以及變項間之相關程度與影響關係。研究結果發現，關係行銷之前置變數以溝通認同度最高，投機行為最低；階段變項以關係承諾認同度最高；結果變項則以離去意願認同度最高，功能性衝突與默許最低。而關係行銷之前置變數、階段變數與結果變數呈現顯著正相關。結構方程模式檢測結果顯示，前置變數、階段變數與結果變數為具有因果關係的線性模式。綜合研究結果提出相關建議，作為旅行業關係行銷推動與研究之參考。


    關鍵字:旅行業(Travel Agency)，海外個別旅客(FIT)，關係行銷(Relationship Marketing)，
    結構方程模式(Structural Equation Modeling, SEM)


    FIT Relationship Marketing of Travel Agencies in Taipei

    Student: Ai-Fen Pan Advisor: Prof . Ming-Huei Lee
    Chinese Culture University
    ABSTRACT
    This study explores the FIT relationship marketing of Travel Agencies in Taipei. The packages of SPSS 15.0 and LISREL 8.54. were used to analyze the questionnaire data (N=207) . It is found that among the relationship marketing variables, ‘communi-cation’ is the most recognized antecedent variable; otherwise, the ‘opportunistic be-havior’ is the least one. Among the mediators, ‘commitment’ is recognized as the most important one. In consequent variables, ‘propensity to leave’ is the most important variable but ‘functional conflict and acquiescence’ is the least one. The result of Pear-son’s product-moment correlation analysis suggests positive relationships between the all variables. Finally, Structural Equation Modeling (SEM) illustrates that mediating variables affected by antecedent variables and consequent variables affected by medi-ating variables. Based on these findings, this study proposes suggestions for future re-lationship marketing of the travel agency research.


    Keywords: Travel Agency, FIT, Relationship Marketing, Structural Equation Modeling (SEM)
    Appears in Collections:[Department of Tourism & Graduate Institute of Tourism Industry ] Thesis

    Files in This Item:

    File Description SizeFormat
    index.html0KbHTML375View/Open


    All items in CCUR are protected by copyright, with all rights reserved.

    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - Feedback