參加團體套裝旅遊是國人出國旅遊普遍採用的方式之一，也是眾多旅行社的主要營收來源。近年來由於旅行業競爭激烈，使得業者不得不另闢財源以提高獲利，於是導遊便被賦予了「導購」的任務。有的導遊採取以滿足顧客需求為優先的「顧客導向」策略；也有的導遊採取以業績掛帥的「銷售導向」策略，究竟這兩種銷售策略對於旅客滿意度會產生何種影響，是本研究欲探討的主題。再者，旅客與導遊多日相處逐漸建立了信任，這種信任對導遊銷售行為與旅客滿意度間是否會產生調節作用，是本研究欲探討的另一主題。本研究採問卷調查法，針對五年內曾參加團體套裝旅遊並經歷導遊銷售行為的遊客進行問卷調查，回收問卷418份，有效問卷367份，有效回收率為87.8%。回收樣本以SPSS及AMOS軟體進行資料分析與驗證。研究結果發現，顧客導向型導遊銷售行為對旅客滿意度有正向顯著影響；銷售導向型導遊銷售行為對旅客滿意度有負向顯著影響；信任對銷售導向型導遊銷售行為與旅客滿意度間關係具有削弱調節效果。依上述結果提出實務之管理策略以及對導遊銷售行為之建議，供相關旅行業者參考。
Group package touris one of the most popular ways for Taiwanese people to travel abroad and is a major source of revenue for many travel agencies. In recent years, due to the fierce competition in the travel industry, tour guides have been given the task of "shopping guide" in order to increase their profitability by creating new sources of revenue. In terms of sales behavior, some tour guides adopt a "customer-oriented" strategy that prioritizes satisfying customer needs, while others adopt a "sales-oriented" strategy that focuses on performance. In addition, the study aims to investigate whether the trust between tourist guides' sales behavior and tourists' satisfaction will be adjusted by the trust that has been gradually built up after spending many days with the tourist guides. In this study, a questionnaire survey was conducted on tourists who had participated in group package tours and experienced tour guide sales behavior within five years. 418 questionnaires were collected, 367 of which were valid, with a valid rate of 87.8%. It was found that customer-oriented tour guide sales behavior has a positive and significant effect on tourist satisfaction; sales-oriented tour guide sales behavior has a negative and significant effect on tourist satisfaction; trust has a weakening effect on the relationship between sales-oriented tour guide sales behavior and tourist satisfaction. Based on the above results, this study proposes practical management implications and recommendations on tour guide sales behavior for the reference of travel industry.
