| Summary: | 碩士 === 靜宜大學 === 觀光事業學系研究所 === 99 === Package tours are the main market and income source of travel agencies. The price and service quality are important considerations when consumers choosing the travel products. Many scholars prefer use zone of tolerance than SERVQUAL to assess the service quality. Hence, the current research employed zone of tolerance discuss the relationship between package tour service quality and the price. The conclusions are: 1. Zone of tolerance truly exists in package tours. 2. Consumers who paid higher price would have higher expectation. Regard to the “desired service” standard after purchase, however, only optional tours can achieve consumers’ desired service standard. This is because consumers would like to pay for the products which meet their standards. 3. The higher price perception, the smaller the zone of tolerance. The travel agents should not only control the “price perception” but also improve the “high-price package tour quality.” This strategy helps travel agencies to sell more high-price products.
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