旅遊產業發展：顧客價值觀點

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Title:	旅遊產業發展：顧客價值觀點 The Development of Tourism Industry: A Perspective of Customer Value
Authors:	張文姬 Chang, Wen Chi
Contributors:	EMBA高階經理碩士在職學位學程
Keywords:	服務創新;顧客價值;旅遊產業 Service Innovation;Customer Value,;Tourism Industry,
Date:	2021-06-13
Issue Date:	2022-12-06 08:30:44 (UTC+0)
Publisher:	亞洲大學
Abstract:	隨著全球經濟的深入發展，經由個案公司瞭解旅遊產業經營方式，從旅遊從業行銷人員、企劃團隊與業務範圍所必要行為，蒐集資料與訪談。產業前瞻等方面想法來進行研究分析，了解到面臨問題的關鍵因素。從顧客價值五構面進行探討.包含功能性價值、情境性價值、嚐新性價值、社會性價值與情感性價值。研究結果發現，本旅遊產業以顧客價值為主是以情感性價值為核心，情境性價值為輔，而社會性價值偏低，旅遊產業仍應當致力於旅遊行程與社群活動的經營。再者，顧客價值中以情感性價值為主是為了提升旅遊的樂趣，目的是讓顧客在旅遊過程中獲得最愉悅、舒心的體驗。加以，顧客價值中社會性價值是為了提升旅遊對於深度體驗與認同，讓顧客在旅遊過程中獲得社會認可，建議推出多採用獎勵旅遊與企業社會責任之旅遊行程。 With the in-depth development of the global economy, we will learn about the operation mode of the tourism industry through case companies, collect information and interviews from the necessary behaviors of tourism marketers, planning teams, and business scope. To conduct research and analysis based on industry prospects and other aspects, and to understand the key factors facing problems. Discuss from five dimensions of customer value. Including functional value, contextual value, taste value, social value and emotional value. The results of the study found that the tourism industry is dominated by customer value, with emotional value as the core, contextual value as the supplement, and low social value. The tourism industry should still devote itself to the management of tourism itineraries and community activities. Furthermore, the emotional value of customer value is mainly to enhance the pleasure of travel, and the purpose is to allow customers to get the most pleasant and comfortable experience during the travel process. In addition, the social value of customer value is to enhance the in-depth experience and recognition of travel, and allow customers to obtain social recognition during the travel process. It is recommended to introduce more travel itineraries that use incentive travel and corporate social responsibility.
Appears in Collections:	[Executive MBA Program for Top Managers] Theses & dissertations

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