Incorporating Marketing Variables into Diffusion Model to Explore the Population of Outbound Travel Diffusion

• Main Authors: Chang, Mei-Ching, 張美清
• Other Authors: Wang, Ming-Yeu
• Format: Others
• Language: zh-TW
• Published: 2002
• Online Access: http://ndltd.ncl.edu.tw/handle/25923282259603589940

碩士 === 真理大學 === 管理科學研究所 === 90 === The service industry has developed rapidly during the past one decades, the Directorate General of Budget Accounting and Statistics Executive Yuan, R.O.C. published the issues on 1999: the service industry had reach 64.3%, and the value outstripped the population who working in business, industry, forestry, fishery and so on. Thus, “ The Service Economy Generation” is coming. In addition, since the publication of the Bass model in1969, research on the modeling of the diffusion of innovations has resulted in a body of literature consisting of several dozen articles, and almost researches were focus on durable products and high technology field. However, there were just few researches concerned about service industry during past one decade. Thus, this study took Bass model as base and then added price and distribution into this model, and considering marketing potential adopters are influenced by population to create a new and better diffusion model. This study took the Population of Outbound Travel as an empirical sample. According the study, fit ability and forecasting ability of incorporating price diffusion model is better than Bass model. The relationship between price and outbound traveling population is negative, which means traveling population will increase when price is decrease. In addition, traveling population will increase when distributions and population is increase.