| Summary: | 碩士 === 萬能科技大學 === 經營管理研究所 === 95 === The demands of graduation trips have soared owing to the increase of the number of universities and their graduates, the ease of regulation from government that restrain Taiwanese eligible for military service from going aboard, and the nationals’ spreading interest in international travel. However, tour providers are still used to supply graduation trips with normal suit products, this way which might neglect the specialty of university student group. Thus, the purpose of this study was to research the relationship among the university students’ demographics, individual value and the intension of travel suit products, the relationship which could provide a steerage to marketing and strategy making for tour providers.
Respondents ware selected by cluster sampling method, choosing three universities including Chung-Li Vanung University, Taichung Feng-Chia University, and Tainan Cheng-Kung university. 360 questionnaires were distributed randomly, 309 valid questionnaires were retrieved.
There are several salient findings from this study：
1. The individual value of Taiwan university students has difference with foreign studies. The finding shows that Taiwan university students’ market segment is special.
2. University students’ demographics has partial influence with University students’ individual value.
3. University students’ individual value significantly influences the intension of travel suit products.
4. University students’ demographics significantly influences the intension of package tour production. For tour providers, university students’ demographics, individual value, and the intension of travel suit products, could be a powerful tool for marketing.
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