小費給予制度差異化與旅遊團費競爭

Tipping System Differentiation and Tour Price Competition

10.6267/JTLS.2009.15(2)4

鄧瑞兆(Ruey-Jaw Teng)；孔秀琴(Sheu-Chin Kung)；李堯賢(Yao-Hsien Lee)

小費給予制度 ； 小費全包制 ； 旅遊團費 ； 領隊服務 ； 網路效果 ； tipping system ； tip-included system ； tour price ； tour leader service ； network effect

觀光休閒學報

15卷2期（2009 / 08 / 01）

163 - 186

繁體中文

策略性運用小費給予制度可以成為觀光旅遊業者創造差異化的服務策略。本文建構旅遊經濟模型探討在觀光旅遊產業中，廠商間實施差異化的小費給予制度對廠商利潤，遊客消費者剩餘，以及社會福利的影響。模型的分析結果顯示：(1)廠商策略性地實施與競爭對手差異化的小費給予制度，亦即小費全包制，不但可提高其利潤水準，而且也使競爭對手的利潤水準提高。(2)廠商實施差異化的小費全包制並不一定會造成其遊客付出較高的總旅遊團費。實施小費全包制的廠商策略性地運用小費給予制度並結合領隊服務，以創造具有差異化的服務策略才是其經營競爭力的根本。(3)廠商實施具有差異化的小費給予制度不但可提高遊客的消費者剩餘，同時也可提高社會福利。最後，有關遊客間不同的生活型態屬性，對廠商旅遊團費與利潤水準的影響亦有探討。

Strategically adopted the tipping system created by tourist firms can be the profitable differentiated service strategy. This paper setups a tourism economics model to analyze how the differentiated tipping systems performed by the firms have the effects on firms' profits, tourists' consumer surplus, and social welfare. The results in the study indicate that (1) the firm strategically uses the differentiated tipping system which is different from its rival, that is, all-included tour price, not only can increase its profit, but also increase its rival's profit. (2) the firm exerting the tip-included system is not necessarily leading the tourists to pay higher total tour price. Strategically using differentiated tipping system and jointly with the tour leader's service to establish the differentiated service strategy that is the firm's competitive edge. (3) the firm exerts the differentiated tipping system can increase the tourist's consumer surplus and also increase social welfare. In addition, the tourists' life-style attributes influencing the firm's tour price and profit are also discussed.

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