促銷方式與品牌知名度對團體套裝旅遊行程購買意圖之影響

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题名:	促銷方式與品牌知名度對團體套裝旅遊行程購買意圖之影響 Effects of Sales Promotion and Brand Awareness on Purchase Intentions toward Group Package Tours
作者:	張秀惠
贡献者:	觀光事業學系觀光休閒事業管理碩士在職專班
关键词:	價格折扣贈品促銷促銷水準品牌知名度 price discounts free gifts promotion level brand awareness
日期:	2016
上传时间:	2016-01-22 09:50:22 (UTC+8)
摘要:	國外團體套裝旅遊行程為許多旅行社重要的收入來源，旅行社常以各種促銷方式吸引顧客以因應激烈的競爭。促銷活動分為貨幣性與非貨幣性促銷等兩種類型，前者如價格折扣，後者如贈品促銷。本研究旨在探討國外團體套裝旅遊行程採不同的促銷方式與促銷水準對消費者評價的影響，並檢視品牌知名度對價格折扣效果是否具有調節作用。本研究透過實驗收集資料，採3(促銷方式：價格折扣vs.贈品促銷vs.無促銷)×2(品牌知名度：高vs.低)之受測者間設計，促銷水準(高vs.低)巢套在價格折扣與贈品促銷情境之下。結果發現：在團體套裝旅遊行程的背景下，價格折扣較會降低知覺品質，但較會提高購買意圖。採高價格折扣時(與低價格折扣比較)，知覺品質較低，但購買意圖較高；價格折扣水準對購買意圖的正向影響較大。品牌知名度會弱化價格折扣水準與知覺品質的關係，但會強化價格折扣水準與購買意圖的關係。因此高知名度旅行社可考慮運用價格折扣促銷其團體套裝旅遊行程刺激銷售量；然而，低知名度旅行社當先思考如何建立其知名度，提升其在消費者心中的地位。 Outbound group package tours accrue major revenue for travel agencies. Sales promotion is used by travel agencies to stimulate greater purchase of consumers under increasing competition. Types of sales promotion can be divided into monetary, such as price discounts, and non-monetary promotions, such as free gifts. The objectives of this study are to investigate the effectiveness of sales promotion types and promotion level for group package tours, and the moderating role of brand awareness on the effectiveness of price discounts. Data were collected through a 3(sales promotion types)×2(brand awareness) between-subjects full-factorial design, with promotion level nested within the price-discount condition and the free-gifts condition. Price discounts were found to lead to more decrease in perceived quality of and more increase in purchase intentions toward group package tours. Perceived quality was lower and purchase intention was higher when the price discount was high. The positive effect of price discount level on purchase intentions was higher. Brand awareness weakened the relationship between price discount level and perceived quality, but strengthened the relationship between price discount level and purchase intentions. This research implies that managers of well-known travel agencies should consider utilizing price discount promotions for their group package tours, while managers of less-known travel agencies should consider how to build brand awareness and promote their position in the mind of consumers first.
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