| Summary: | 碩士 === 銘傳大學 === 管理研究所 === 95 === Due to economic development and two days weekend, people are more concern about quality lifestyle and leisure and willing to spend more time on travel and recreation activities. Beside, government will allow China travelers to visit Taiwan. The business opportunities and market will be extended than before. Tourism industry will bring people unfathomable space for imagination concerning. In the both growing of market of overseas travel and domestic travel, the roles of travel agency would be more important. Therefore, constructing the dimension of intellectual capital of general travel agencies is very important. The goals of the study are: (1) to review and construct the dimension of intellectual capital in the General travel agencies. (2) to gain the construct validity of intellectual capital in the general travel agencies (3) to find the priority items of intellectual capital of general travel agencies.
The literature review was stated the concept of intellectual capital and travel agencies. An open-ended question and content analytic approach were used to gain the original items of intellectual capital of travel agencies. A five points Likert scale questionnaire and factor analytic approach were used to build up the construct validity. Based on the results of five-point Likert scale questionnaire, researcher found out priority items of intellectual capital of general travel agencies.
Several conclusions were made in this study. (1) 22 items of intellectual capital of general travel agencies was found from content analytic approach. (2) The intellectual capital of travel agencies includes four dimensions: human capital, customer capital, organization capital, and marketing capital. The priority orders are: human capital, marketing capital, organization capital, and customer capital. (3) Among 22 items of intellectual capital of general travel agencies, the first five-priority are: customer royalty, guiding ability, website content, word-of-mouth and recommendation, and compensation system. (4) There are highly correlation between four dimensions of results of content analytic approach and the four factors of results of factor analytic approach.
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