| Summary: | 碩士 === 淡江大學 === 統計學系碩士班 === 99 === The travel industry is facing tough competition; however, despite their efforts to attract customers’ attention through different marketing strategies, most agencies have not customized its products to fit each individual’s need and preference. Therefore, this study focuses on the concept of co-design, using conjoint analysis to arrive at the best set of customized design. By customizing products, travel agencies can also increase profits and customer loyalty, and lower or avoid the risk of inventing new products. Also, this concept is an innovating technique for travel agencies.
After personal interview with travel agencies and scholars—as well as the possibilities of co-design— it seems that experts are optimistic on the success of co-design and believe that no company has exactly executed. If companies are to get a better grasp on the number of consumers willing to purchase co-design products and the consumers’ preferences, they would be successful at implementing co-design.
The results of the first stage of questionnaire indicate that consumers’ primary concern when selecting travel packages is price. But the results of the second stage of questionnaire indicate that consumers are most concerned about the rating of the hotel they’re staying in, in other words, how many stars the hotel has. Therefore, we can conclude that even though price is a critical factor, the number of stars in a hotel’s rating is also something consumers value.
And using segmentation variable, customers will respond differently to how they value package travel products, therefore making it possible for travel agencies to target specific groups to provide the best package services. From conjoint analysis of part-worth utility trend, it seems that elder customers are more acceptable to higher-priced cervices. Seniors also prefer vacation spots that do not have warning threats and tend to prefer vacations that offer relaxation as opposed to shopping. As for segmentation variable for monthly income, those with higher monthly income are inclined to hotels wither higher star ratings and prefer local cuisines combined with Chinese cuisines (local specialties with family-style food). Customers with higher income also prefer traveling to places without warning threats. For vacation destinations, customers with higher income prefer relaxing vacations for Japan travel packages and sight-seeing areas for China travel packages.
This study aims to use co-design to innovate travel services.The success of co-design depends on the mutual collaboration of travel agencies and consumers; by understanding customers’ needs and preferences to introduce the optimized travel package services of Osaka, Kyoto and Beijing such will result in a win-win situation for travel agencies and customers.
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