Selecting Factors of Convention Travel Agency: The Case of the 7 Mega Industrial Unions in Taiwan

• Main Authors: Yu-Jhen Li, 李語蓁
• Other Authors: Kuo-Ching Wang
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/jwa8u5

碩士 === 國立臺灣師範大學 === 餐旅管理與教育研究所 === 101 === The economic and trade of both sides is getting closer and closer. The convention travel of industrial and commercial associations from Taiwan and China had become an unneglected market. However, there is lack of industrial unions’ viewpoint to explore its convention travel demand factors in the past studies. Content analysis research found out that, relationships of business exists between unions and travel agencies. Travel agencies should change the past business model, establish a network with enterprises to provide better services before and after sales, and promote the Taiwan’s tourism service industry. Besides that, at this moment, priority developments of China come to Taiwan to study and learn in several sections, which including medical, training courses of service personnel, promotion of cultural and creative industries. Travel agencies should develop the ability of courses planning through the establishment of network relationships with other business and enterprises. Build up a cooperation mode with both industry and academic is the main project to develop the competitiveness in the future. In part of tourism products planning, travel agencies should get rid of the stereotyped thinking which China tourists wish to go Taiwan's Alishan and Sun Moon Lake. Change to a journey full with cultural and historical background. 7 key position interviewees rated for the importance level of each dimension of travel products. Results found that the flexibility of transport arrangement is the most concerned part for industrial and commercial customers. For the dimension in selective the information sources of travel agencies, the efficiency and expertise of agents and sales, and the reputation of travel agencies is the most important part. While recommend from friends and relatives, from other enterprises or members of union, and information from websites were three factors which rated at unimportant sources selection. In dimension of learning and teaching, results found that the most important part for convention travel is set the demand based on customer’s needs, to arrange a depth visit of enterprise, and provide information of visit and convention. Lastly, in the dimension of service responses, research found that union customers are concern in travel agencies’ reputation of brand, and the ability of expertise, affinity, resourceful and fast react of tour guide, tour leader and agents. The results of this study provide further thinking and construction to both academic and practical. The frequently exchanges of economic and trade between both sides is becoming a trend. For the travel agencies which specialized in convention travel, there must have a better understanding of the needs of these special customers. The results of this study can be use by travel agencies to explore the convention travel and changes on business model. At the same time, the results of this study can also be used as a practical contribution, and provide a source to travel agencies to educate the staff in understand on customer’s needs.