| Summary: | 博士 === 中國文化大學 === 國際企業管理研究所 === 96 === In analyzing people in Taiwan going abroad in the year 2006, those who traveled via group travel are more than half of total numbers of people traveling overseas. However, recently the degree of satisfaction expressed by people in Taiwan region on the whole arrangement made by travel agencies has obviously declined year after year, meaning that most consumers in group package travels are unsatisfactory regarding the service quality provided by travel agency, resulting in many complaints or claims filed toward travel agencies or other relative units. Thus, as the demand for group travel rises positively, complaint behavior would grow in negative direction.
In addition, the difference in cultural characteristic is one influencing factor that cannot be ignored when conducting studies on consumer behavior. Foreign scholars, when exploring eastern and western cultural difference and characteristics, usually ap-ply collectivism and individualism for distinction. However, domestic scholars state that such two-way classification obviously overlooks some characteristics of ethnic Chinese. Therefore, the study aims to integrate issues of cultural characteristics of eth-nic Chinese and then explore in depth the complaint behavior of group travel con-sumers from the viewpoint of group travel consumers’ complaint attitude.
The study is conducted via convenient sampling on consumers that have partici-pated in group travel before. Among 550 questionnaires issued, after deducting invalid or incomplete questionnaires, there are 463 valid ones remaining, consisting 84.2% of returning rate.
Result of the study finds that group travel consumers’ cultural characteristic ten-dency is not significantly related to their chosen content of complaint, but significantly related to their chosen methods and extend of complaint. Consumers’ different degrees of complaining attitude is also significantly related to their chosen methods and extend of complaints.
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