領隊人格特質、印象管理策略與領隊品質、收入之研究：以團體套裝旅遊為例

The Effects of Leaders' Personality Traits and Impression Management Strategies on Leader Quality and Leaders' Income-An Empirical Study on Group Package Tour

10.6267/JTLS.2009.15(1)3

楊君琦(Chun-Chi Yang)；蘇哲仁(Che-Jen Su)；楊謹行(Jin-Hsing Yang)

自我監控 ； 權術主義 ； 印象管理策略 ； 領隊品質 ； 收入 ； self-monitoring ； Machiavellianism ； impression management ； leader quality ； income

觀光休閒學報

15卷1期（2009 / 04 / 01）

49 - 68

繁體中文

團體套裝旅遊為領隊與團員互動緊密的旅遊形式，領隊與團員的人際互動為團員知覺旅遊品質的重要指標。本研究探討領隊人格特質、印象管理策略選擇及其效果。對團體套裝旅遊的旅行團發放問卷，領隊填寫人格特質與印象管理策略、平均月收入，團員填答知覺印象管理策略與領隊品質，共回收58團的問卷，其中包含58份領隊填答問卷與476份團員填答的有效問卷。經路徑分析後，發現領隊之「自我監控程度」愈高，愈傾向使用「逢迎討好」、「模範」策略，其「平均月收入」亦較高；領隊之「權術主義」愈高，愈傾向使用「自我推薦」、「模範」、「哀求」、「威嚇」策略；「模範」策略有助於提昇「領隊品質」，但「威嚇」策略則會降低「領隊品質」與領隊「平均月收入」；「自我推薦」、「哀求」策略將提昇領隊「平均月收入」。最後，本研究針對結果提出實務上的建議。

A group package tour usually requires much interaction between the leader and the tourists as how a leader interacts with his tourists is often an important indicator of the quality of a group package tour. The objective of this research is to examine how the leaders' personalities and their impression management strategies influence leader quality as well as the leaders' monthly income. In this research, questionnaires were distributed to both the leaders and the group package tourists selected group package tours. The questionnaires aim to survey the leaders' personalities, impression management strategies, and average monthly income as well as how the group package tourists feel about their leaders' behavior and the service they render. By applying path analysis to study the returned 58 questionnaires on leaders and the returned 476 questionnaires on group package tourists, this research discovers that a leader high in self-monitoring usually has higher monthly income and tends to use ingratiation and exemplification when interacting with his tourists, whereas those with evident Machiavellian traits tend to use self-promotion, exemplification, supplication and intimidation. Hence, this research concludes that (1) exemplification helps enhance leader quality; (2) self-promotion and supplication raise a leader’s average monthly income; (3) intimidation not only reduces leader quality but also leads to a decrease in his average monthly income. At the end of this research, substantial suggestions will also be provided based on the research results.

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