觀光事業亦被視為新世紀的金礦產業，故本研究針對觀光事業發展時，重要性極高的國外旅遊，試圖了解偏好團體旅遊或自助旅遊的顧客，當服務失誤發生時，對服務補救方式的偏好。經以網路問卷與人員問卷訪問之資料分析結果發現，偏好團體旅遊的消費者在服務失誤發生時，會同時顯著的偏好心理與實質補償，本研究之假設獲得支持。根據分析結果，本研究提出研究含意與後續研究建議。
Tourism is forecasted to be one of the most profitable industries for the next century, and foreign travel contributes significantly to the growth of tourism. This study analyzes the relationship between preference to overseas package tour and preference to service failure recovery methods. Based on the data collected through internet and personal interviews using structural questionnaire, this study found that customers who prefer package tour to independent travel would ask for both physical and psychological compensations. The results support our hypothesis. Implications and further research suggestions are discussed.
