| Summary: | 碩士 === 中國文化大學 === 觀光事業研究所 === 89 === Promoting the service quality and satisfaction of the family package tour, protecting consumers’ right along with assuring the profit of the travel agents and then stepping forward to “consumer-oriented”, “customer-first” and “consumer satisfaction” are the keys to creating a “win-win” strategy between customers and agents.
The research results suggest that the purposes of joining the family package tour, such as to “award the kids”, “improve family interaction”, “ improve the knowledge”, “ease the school press of the kids”, and “relax and have a vacations”, are not significantly related to the overall level of satisfaction with the family package tour. Only the purpose of “improving the relationship between kids and others” has only low significance with the whole satisfaction. However, travel agents usually ignore these important findings when designing the travel arrangement. According to the results of this research they should take more efforts in achieving these purposes.
The quality service aspects of the family package tour such as “hotel accommodation”, “food”, “travel arrangements”, “programming”, “tour guides and tour managers”, “transportation”, and “the quality of other members”, are all significantly related the overall satisfaction with the family package tour. Consequently, the satisfaction is greatly affected by the quality of the service offered by the travel agents For customers joining the family package tour.
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