The Relations between Motive Forms and Performance of Alliances among Travel Agencies

• Main Authors: Yi-Fang Chen, 陳逸舫
• Other Authors: Ya-Li Chang
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/90608544328315394832

碩士 === 中國文化大學 === 觀光事業研究所 === 97 === Cooperation is a prerequisite of strategic alliances, but there is commercial competition between alliance members. Even so, strategic alliance is still a normal tactical behavior in travel agencies in Taiwan, PAK and CTIN etc. are famous illustrations in Taiwan. In some cases, travel agencies even think strategic alliance is the best way to increase their performance. But probability of making a successful alliance is not high as they think. Furthermore, there are many ways to divide alliances into different forms. Which kinds of strategic alliance could truly increase performance become the motive of the research. The research not only discuss reasons travel agencies participate in strategic alliance but separate alliance by motives to examine variations in alliance performance. The survey adopted convenience sample to distribute 360 questionnaires among travel agencies in Taipei, and 208 effective questionnaires were retrieved finally. The result showed different motives could separate alliances, and alliance performance would reveal significantly difference between different kinds of strategic alliances. The finding not only pointed relationships between motives and performance of alliances among travel agencies, but give travel agencies a suggestion: As a team member, they should do their duty to make performance well.