| Summary: | 碩士 === 朝陽科技大學 === 休閒事業管理系 === 102 === Along with the changes of the investment environment, service industry now has become the main economic of the developed country in the global economic. However, due to the changes of the economic environment and the transparent on tourist information, consumers participate in traveling activities has increased in Taiwan society. In order to reach sustainable management, service innovation is one of the key elements to increase the competitiveness. Therefore, this study is focus on reaching “Can consumers’ identification the service innovation which provides by travel agents?” In this study, we can get to know the differences between Service Innovation, Tourism Preference, Flow Experience and Brand Loyalty which effects on tourists of different demographic variables. And this study could be travel service developer’s reference when they are planning a brand new travel service or to adjust the content of the service. Furthermore, the study is to discuss tourism preference, travel visitors’ flow experience and brand loyalty effects on tourist industry.
For the purpose of the above study, the main object of this study includes the consumers who was made up Lion Travel packages and was placed the order from the newly sales channel. This study surveyed people by using questionnaires, issued a total of 450 copies, 412 questionnaires were recovered. To deduct from those questionnaires with missing personal information or incomplete questionnaires, 401were effective questionnaires, and the effective recovery questionnaires rate were 97%.
Then according to the needs of research purposes, this study were analyzed to process the data by Descriptive Statistics, Independent-Samples t Test, One-way ANOVA, Confirmatory Factor Analysis (CFA) . To analyze through LISREL model, the result of the study were shown as below:
1) Part of service innovation, flow experience, tourism preference and brand loyalty were notable by using the model of different demographic on travel visitors.
2) Travel agents’ service Innovation were a notable for flow experience.
3) Travel agents’ service Innovation were a notable for tourism preference.
4) Travel visitors’ flow experience were a notable for tourism preference.
5) Travel visitors’ tourism preference were a notable for its brand loyalty.
6) Travel visitors’ flow experience were a notable for its brand loyalty.
7) Travel agents’ service innovation were a notable for its brand loyalty.
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