以顧客觀點探討個人旅遊顧問對於個人旅遊行程之重要性與愉悅感

Abstract

隨著個人旅遊逐漸成為風潮，愈來愈多的旅客不再隨著旅行社安排而是自行規劃旅遊行程，顧客追求的是藉由旅行過程中超過個人期望而產生的驚喜，進而喚醒愉悅的正向情感。本研究以顧客觀點探討個人旅遊行程中旅遊顧問所扮演之角色，並探討顧客對於旅遊顧問在旅遊行程中之重要性與愉悅感；目前僅達滿意程度尚未滿足顧客之需求。因此，透過旅遊顧問的服務設計將顧客放在服務的核心位置，讓顧客不只是滿意更有愉悅的感受。研究目的：一、了解旅遊顧問對於個人旅遊行程的重要性因子。二、探討旅遊顧問對於個人旅遊行程的愉悅感因子。三、衡量旅遊顧問對於個人旅遊行程之標竿因子及未來改善的參考因子。四、探討旅遊顧問對於個人旅遊行程的重要性與愉悅感對忠誠度影響。研究方法: 首先依據相關文獻，歸納顧客重視之核心因子成為初步問卷基礎，再採用修正式德菲爾法彙整10位專家意見，進行問卷的修正編製，正式問卷以立意抽樣方法針對386位曾經諮詢旅遊顧問之個人境外旅行的旅客進行問卷調查。研究結果:個人旅遊顧問對於個人旅遊行程的重要性與愉悅感需要加強改善之因子為1. 交易時是可信任的，2. 完成交辦事項之謹慎性。其中經由迴歸分析「信任」、「專業」為影響顧客忠誠度之因素。

With the growing trend of personal travel, more travelers were not following the itineraries of travel agents, and were planning on their own. Such customers require a travel agent to exceed their expectations and thereby delight them when planning their personal travels. Currently, travel agents have yet to fully meet the expectations of customers in planning their personal travels. Hence, the travel agents must put the customer at the core of their services to not only help their needs, but also to see them through to satisfaction. This research considers the impact of travel counselors on customer delight from the perspectives of such travelers. Purpose of study: (1) to understand the importance of travel counselors on personal travel; (2) to investigate the effect of travel counselors on customer delight; (3) to study benchmarks for counselors and point out possible areas of improvement; and (4) to investigate the effect of travel counselors on coustomer loyalty. Methodology: based on our literature review of core issues that were important to customers, we developed a preliminary questionnaire, which was then modified using the Delphi questionnaire technique of ten experts. A total of three hundred eighty six purposive samples were investigated and analyzed via the final questionnaire. The study results indicate that: The following factors were important for improving a travel counselor’s impact on travel planning:1. Use caution in dealing with the travel counselor. 2. Trust the travel counselors to do things. Regression analysis reveals trust and expertise as factors affecting customer loyalty.