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系統識別號 U0002-0801201817394500
中文論文名稱 中國大陸赴台團體旅遊管理機制與市場競爭分析之研究
英文論文名稱 The Decomposition and Management on the Chinese Group Tours in Taiwan
校院名稱 淡江大學
系所名稱(中) 管理科學學系博士班
系所名稱(英) Doctoral Program, Department of Management Sciences
學年度 106
學期 1
出版年 107
研究生中文姓名 陳瓊華
研究生英文姓名 Chyoug-Hwa Chen
學號 802620012
學位類別 博士
語文別 中文
口試日期 2017-12-30
論文頁數 139頁
口試委員 指導教授-曹銳勤 教授
委員-容繼業 教授
委員-曹銳勤 教授
委員-翁振益 教授
委員-黃榮鵬 教授
委員-陳家瑜 副教授
委員-陳水蓮 教授
委員-陳怡妃 副教授
中文關鍵字 理想解類似度偏好順序評估法  重要-績效程度分析法  影響範圍績效分析法  非對稱影響分析法  賽局理論  囚犯困局  旅遊供應鏈 
英文關鍵字 TOPSIS  Importance-Performance Analysis  IPA  Impact Range-Performance Analysis  IRPA  Impact-Asymmetry Analysis  IAA  Game theory  Prisoner’s dilemma  Tourism supply chain 
學科別分類
中文摘要 2008年台灣開放中國大陸地區人民來台觀光政策,對於台灣各層面都帶來巨大的影響,需要對於台灣的管理機制與中國大陸赴台團體旅遊市場特性,以及管理的效果進行研究與分析。本研究從管理組織、管理機制、管理措施、市場特性等課題,以及利益相關者之互動,探討上述課題之因應與策略。主要研究貢獻有「支持」可作為「重要」的效度驗證的看法,以及建構兩層旅遊供應鏈模型,並結合賽局策略闡述接待社的操作模式。
在管理組織方面,24小時運作的小組面臨人力、業務與效率檢討問題。本研究運用理想解類似度偏好順序評估法(TOPSIS)方法,為組織內作業調整、減少員工流失率和提升士氣提供改善的依據。在管理措施方面以台灣旅行社對管理措施評價為實證,引用重要-績效程度分析法(IPA)、影響範圍績效分析法(IRPA)、非對稱影響分析法(IAA)研究方法來說明滿意度,並闡述「支持」與「重要」的關連。在市場操作方面,本研究構建跨境旅遊供應鏈模式,推論得出了佣金,接待費用和行政費用對目的地市場競爭的影響;進一步探討接待社採取合作或不合作策略是如何影響數量,價格和利潤分配。
英文摘要 Taiwan’s opening market policy to Mainland China tourists in 2008 has caused influences on tourism industries, social impression, market administration, and economic contribution. The research of the decomposition and management on the Chinese Group Tours in Taiwan therefore is essential. This study introduces the administrative experiences in Taiwan to explain the issues of the administrative organization, the administrative measures and the operation within the travel agencies. By constructing these three facets, the interactions and strategies of the stakeholders in the market are interpreted. Accompanied with the practical suggestions proposed, there are two main contributions in this study. The Support (from the travel agencies) is proposed as an index to examine the validity of Importance. Another is the construction of the two-tier travel supply chain model.
The first facet is the discussion on administrative organization. This study applied a TOPSIS approach to find a feasible approach to alter a sensitive tourism entity. Secondly is to value the effects of the administrative measures. This study introduces importance performance analysis, impact-range performance analysis, and impact-asymmetry analysis to examine travel agencies’ satisfaction with various policies, and implementing their suggestions. Thirdly, the market operation is decomposed to understand the relationship. This study constructs a cross-border travel supply chain model and derives the influence of commission, reception fee, and administrative cost. The cooperative or non-cooperative strategy adopted by the reception operators is another factor to influence the distribution of quantity, price and the revenue.
論文目次 表次 Ⅶ
圖次 Ⅷ
第一章 緒論 1
1.1 研究動機 1
1.2 研究目的 5
1.3 研究架構 6
第二章 文獻探討 9
2.1 觀光政策與觀光效益 9
2.2 TOPSIS與行政組織人力配置管理 11
2.3 IPA、IRPA、IAA 21
2.3.1 對IPA的評論 23
2.3.2 IRPA與IAA 26
2.4 旅遊供應鏈與賽局理論 28
2.5 海峽兩岸旅遊協議與相關作業 34
2.5.1 兩岸旅遊協議 34
2.5.2 相關組織與作業 35
第三章 中國大陸赴台團體旅遊市場的課題 38
3.1 管理組織的效率 38
3.2 市場管理的成效 42
3.3 商業模式的良窳 44
3.3.1 舉足輕重的客源市場 44
3.3.2 低價競爭與旅遊品質低落 47
3.3.3 佣金導向商業模式 49
3.3.4 接待社的合作提議與自律公約 50
第四章 研究結果與改善建議 54
4.1 管理組織的精進 54
4.2 管理措施的評估 60
4.2.1 接待社意見調查 60
4.2.2 管理措施的重要與績效 62
4.2.3 管理措施的影響範圍與績效 65
4.2.4 管理措施的影響範圍與屬性 68
4.2.5 對於重要的驗證 70
4.2.6 管理措施的重要與屬性 74
4.3 商業模式的解析 75
4.3.1 跨境旅遊分工鏈 76
4.3.2 模型與方程式符號意義 79
4.3.3 一般均衡模型 82
4.3.4 截距項與價格的變動 84
4.3.5 接待社合作賽局 86
4.3.6 接待社的策略行動與不合作賽局 87
4.3.7 接待社囚犯困局 89
4.3.8 行政管理的影響 92
4.3.9 接待社接待實例的探討 92
4.3.10 模型驗證及確認 96
第五章 結論與未來建議 99
5.1 研究結果與管理貢獻 99
5.2 研究結論 100
5.2.1 從決策分析來增進行政管理效率 101
5.2.2 業者支持管理措施可降低期待落差 104
5.2.3 接待社應合作共同創造利潤 106
5.3 研究限制與討論 109
5.3.1 組織編制與政策方向 109
5.3.2 服務品質屬性的特性 109
5.3.3 調查設計與資料蒐集 110
5.4 未來建議 110
參考文獻
一、英文資料 113
二、中文資料 125

附錄
附錄一 台灣旅行社對大陸觀光團來台旅遊市場管理意見調查表 126
附錄二 接待大陸觀光團旅行社自律公約 130
附錄三 大陸旅客來台觀光接待旅行社自律公約執行委員會組織細則 132
附錄四 旅行業接待大陸地區人民來台觀光旅遊團品質注意事項 133
附錄五 方程式(4.4)演算過程 138

表 次
表1.1 研究面向與研究項目 7
表3.1 2009至2015年來台旅客人數與外匯收入 45
表3.2 接待社合作賽局的成立要件與背叛影響 53
表4.1 兩岸小組業務安排問題可行的解決方法 57
表4.2 兩岸小組業務安排方案標準化評估矩陣 58
表4.3 Entropy 與主客觀權重(Sub-Objective Weight) 59
表4.4 兩岸小組可行方案排序結果 59
表4.5 台灣旅行社對大陸觀光團市場管理意見調查-回表情形 62
表4.6 台灣旅行社對大陸觀光團市場管理意見調查-IPA結果 64
表4.7 台灣旅行社對大陸觀光團市場管理意見-IRPA與IAA結果 66
表4.8 接待社兩人囚犯困局報酬 91
表4.9 接待社收入、成本與接待量 96
表4.10 接待社價格、接待量與利潤 98

圖 次
圖1.1 研究架構與流程 8
圖2.1 TOPSIS的決策流程 13
圖2.2 IPA象限意義 24
圖2.3 大陸觀光團申請來台觀光申請程序 37
圖3.1 中國大陸赴台團體旅遊市場的課題及關係架構 47
圖4.1 台灣旅行社對大陸觀光團市場管理-IPA平面圖 64
圖4.2 台灣旅行社對大陸觀光團市場管理-IRPA平面圖 67
圖4.3 台灣旅行社對大陸觀光團市場管理-IAA平面圖 69
圖4.4 台灣旅行社對大陸觀光團市場管理-重要與支持的態度 74
圖4.5 台灣旅行社對大陸觀光團市場管理-重要與IA對照 75
圖4.6 個別接待社價格數量線的截距與價格變化 85
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