团体套装旅游消费者之消费体验、满意度与忠诚度关系之研究

A Study of the Relationships among Consumer Consumption Experience, Satisfaction, and Loyalty for the Group Package Tour

本研究旨在应用Schmitt(1999)建构之体验行销模式，修订适用於量测团体套装旅游消费者之消费体验问卷，并依据文献与过去学者之研究编制团体套装旅游之满意度及忠诚度之问卷。以台中地区曾参加旅行社套装旅游消费者作爲研究对象，采随机抽样方式，共发出1200份问卷，其中有效问卷723份，有效回收率60.25%。研究结果如下：(1)不同背景变项团体套装旅游之消费者，在团体套装旅游之消费体验、满意度与忠诚度上，有显着差异；(2)团体套装旅游消费体验、满意度、忠诚度各变项间有显着相关；(3)团体套装旅游消费体验、满意度与忠诚度各变项间有显着径路关系。本研究根据研究结果对旅行社提出之建议，藉由提昇团体套装旅游消费者消费体验及满意度，进而提昇消费者之忠诚度，并对後续研究提出建议。

This research adopts Schmitt's Experiential Marketing Mode as a guide. We modify the questionnaire concerning consumer's consumption experience, satisfaction, and loyalty to the Group Package Tour. In addition, this study adopts other questionnaires used by the other scholars. The study targets are Taichung area consumers and 1,200 questionnaires were dispatched to candidates selected at random. This investigation received 723 positive responses yielding a 60.25 percent positive response rate. Questionnaire analysis revealed the following conclusions: (1) Customers from different backgrounds have different satisfaction ratings on the GPT's shopping tour, satisfaction and loyalty. (2) There is a connection between the consumer's consumption experience, satisfaction, and loyalty to the Group Package Tour. (3) There is a connection between the consumer's consumption experience, satisfaction, and loyalty to the Group Package Tour. Based on the results derived, this study proposes a number of managerial suggestions for travel agents to enhance Group Package Tour customers' consumption experience, satisfaction and loyalty. The investigation also makes recommendations for future research.