| Summary: | 碩士 === 國立成功大學 === 企業管理學系碩博士班 === 98 === In Asia, the group package tour (GPT) is the main mode of outbound travel. Group package tour is a trip planned by travel agency and paid for a single price in advance, which covers commercial transportation and accommodation, meals and sightseeing, and sometimes with an escort or guide. This research aims to apply Analytic hierarchy process to understand the importance and priority for tourists between each sector, factor, and items in GPT. First of all, it’s necessary to develop a hierarchy structure of GPT for applying AHP. Through literature review and expert interview, this research divides GPT content into four sectors, including travel agent service, transportation, hotel/restaurant, and shopping/options. Under 4 sectors, there are 10 factors and 42 items. This research also employs ANOVA and Regression to examine the difference between travel agencies on GPT content, satisfaction, trust, and loyalty toward travel agency, and the interrelations between these variables.
The results show that travel agent service is the most important sector in GPT (0.375). The second and third important sectors are Hotel/Restaurant (0.347) and Transportation (0.183). The least important sector is Shopping/Option (0.095). A set of overall weight of item also would be computed and ranked. The relations between GPT content and satisfaction, satisfaction and trust, satisfaction and loyalty are proved as significant and positive. These weights could help travel agencies designing GPT itineraries in order to satisfy consumers more, make consumers more loyal and trust, and build long term relationships with consumers.
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