| Summary: | 碩士 === 立德大學 === 休閒管理研究所 === 97 === Abstract
Faced with fierce competition on the market, business managers must constantly think of new incentives to enhance the productivity of the company. In Europe, “meetings-integrated incentive travel” has been popular for many years. It is a way to reward employees who have made substantial contributions to the company and achieved sales objectives.This approach started to gain prominence in the business circle of Taiwan in recent years, too. To advertise Taiwan as a prime choice for incentive travel in Asia, the Tourism Bureau has comprehensively introduced incentive travel packages since 2008. The packages encompass pluralistic cultural performances, exclusive souvenirs for businesses that send their employees to travel in Taiwan, and high-profile receptions in order to attract more international businesses to choose Taiwan as the destination of their incentive travel and boost tourism in Taiwan. However, due to the fact that development of incentive travel in our country is still at its budding stage, there is little related information for reference. In addition, incentive travel often includes thousands of people per trip but Taiwan does not have sufficient experience in receiving such a big group. To prevent incentive travel from being superficial, it is recommended to establish a sound assessment model for selecting destinations for incentive travel, enhance quality of related activities, and add to the efficacy of tourism.
The purpose of this research was to establish an assessment model for selecting destinations for incentive travel. It started with literature review to develop the assessment indicator framework. Preliminary constructs established included “sightseeing attraction,” “location superiority,” “complete software and hardware equipment,” and “policy and regulatory support”, under which were a total of 24 indicators. Experts from the industry, academia, and government were invited to complete two rounds of expert questionnaires that were prepared with the Delphi Method (DM) to define the assessment factors and set the criteria for the assessment. After the analysis, the assessment dimensions were corrected to “attraction of unique sightseeing resources,” “location superiority,” “complete software and hardware equipment,” and “governmental regulatory support”, under which were a total of 20 indicator items. Then, the analytic hierarchy process (AHP) was used to determine the weight of each criteria factor and establish the weight of the factors influencing the selection of a location for incentive travel. Results of the research showed that weights of the assessment dimensions were 0.3970 for attraction of unique sightseeing resources, 0.2010 for location superiority, 0.2200 for complete software and hardware equipment, and 0.1820 for governmental regulatory support. It was agreed unanimously among the experts on the importance of the main construct, “attraction of unique sightseeing resources,” and its indicator items, pluralistic and abundant natural landscapes and humanities, wonderful festivity events, and novelty. Finally, Penghu was selected as an actual location to be assessed and establish the usefulness of the indicator operation. Results of this thesis research can serve as reference for authorities concerned when they are choosing a destination for incentive travel and the assessment criteria and framework established can also be referenced by subsequent studies on related topics.
|
|---|
