旅行社是航空公司的重要通路，但是少有研究對於旅行社銷售航空機票進行評估，或提出改善模式，故本研究以此為目的，利用決策試驗與實驗評估法(DEMATEL) 建構旅行業銷售航空機票意願之網絡關係圖(NRM)，研究結果不但能有效呈現旅行社銷售航空機票相關因素構面與準則之網絡影響關係與改善優先排序，且能提出具體改善策略，結果顯示獲利傾向會直接影響機票價格促銷、航點航班便利性與推薦傾向，其中發現影響旅行業銷售意願最重要的是獲利傾向，以及在便利性上其首要優先順序為機位取得，研究結果可為航空公司機票銷售之參酌。
Few studies have presented a holistic approach to evaluating air ticket sales of travel agencies, successfully quantified the dynamics at play, or proposed an improve-ment model. The corresponding purpose of this study is to address this problem. A decision-making trial and evaluation laboratory (DEMATEL) is employed to construct a network relationship map (NRM), which then is used to illustrate the influential net-work of air ticket sales improvement model of travel agencies. The model is useful in identifying both an influential network and a priority sequence of dimensions/criteria related to air ticket sales of travel agencies. The result shows that profit tendency di-rectly influences air ticket price promotion, flight convenience, and recommendation tendency. Notably, ‘profit tendency’ is identified as the most influential determinant for sales intentions, and ‘availabilities of airlines seats’ is the first priority for consider-ing flight convenience. Overall, the results are helpful to airlines ticket sales strategy.
