| Summary: | 碩士 === 國立高雄餐旅大學 === 旅遊管理研究所在職專班 === 100 === This study aimed to explore the relation to the luxury tour attitude、the products factor and the impact of customer value. To achieve the above purpose, This study regards the questionnaire of the research about the relation to the luxury tour attitude、the products factor and impact of customer value as a tool. In 2012, from 10 April to 10 May, the reference standard of the Europe in the Middle East line of South Africa group cost announced by the ROC Travel Quality Assurance Association as the object, requesting the same trade have had participated it to complete the questionnaire. It provided in a total of 200 questionnaires were collected from 184, the response rate was 92％. The data analysis described by SPSS12.0 statistical software to conduct statistical analysis, questionnaire validity and reliability analysis, cluster analysis, single factor analysis of variance, linear structural equation model. It was found that (1) the luxury tour attitude has a significant positive influence upon the products factor；(2) the luxury tour attitude has significant positive influence on the customer value; (3) the products factor has a significant positive impact on the customer value.
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