| Summary: | 碩士 === 世新大學 === 企業管理研究所(含碩專班) === 106 === In Taiwan, the number of outbound travelers is increasing every year. The competition in the outbound tourism market thus becomes more and more intense. Tourists should provide attractive itineraries or information to meet consumer requirements Generally, the travel modes are classified into Independent Travel and Package Tour. The customers pererring to Independent Travel have different considerations from the ones preferring to Package Tour. If the tourists can understand the evaluation factors of the Independent Travel group or the Package Tour group, they can provide customized services to meet customers.
This study extensively collects the evaluation factors of both Independent Travel and Package Tour groups through literature review firstly. Subsequently, Analytic Hierarchy Process (AHP) is utilized to establish an AHP hierarchical structure with 6 cirteria and 20 factors. These criteria and factors are then evaluated and sorted according to questionnaire survey and pairwise comparison analysis. The results show that Independent Travel group values the three prior criteria consisting of Custom and Tradition, Trip arrangements and Security. The three prior criteria whcih the Package Tour group consider are Geography, Price, and Security. Finally, the managerial suggestions are proposed for the tourists based on the analytical results.
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