航空公司參與國際旅展之動機、績效滿意度及展後挑戰之研究－以國籍航空／外籍航空公司為例

Measuring Motivations, Satisfaction of Performance and Post-show Challenges of International Travel Fair: Perspectives from Taiwanese-owned and International Carriers

10.29429/JSLHR.201412_9(4).06

戚令宜(Ling-Yi Chi)；孫建寧(Chieh-Nin Sun)；何學庸(Shyue-Yung Ho)；廖儀芳(I-Fan Liao)

旅展 ； 航空公司 ； 動機 ； 滿意度 ； Travel fair ； airline ； motivations and performance

運動休閒餐旅研究

9卷4期（2014 / 12 / 01）

103 - 127

繁體中文

回顧過去文獻，有關商展相關之管理或績效評估已逐漸受到不同產業之重視。然而，國際旅展之相關研究似嫌不足。有鑑於此，本研究試以國際旅展為背景，針對廠商參與的動機、績效滿意度與展後挑戰之關聯性進行研究與分析。但考量國際旅展之廠商範圍及行業屬性之不同，參與國際旅展可能產生之營利與非營利動機，皆可能有所不同。因此，本文試以根據過去研究文獻較少論及之國籍航空公司與外籍航空公司作為樣本對象，並經由文獻探討之結果，擬定航空公司參與國際旅展之動機共計11項評量指標、績效滿意度11項評量指標、以及展後挑戰12項評量指標，做為問卷調查表之設計參考，再配合三個假設命題，除進行本研究之分析，亦同時於「2013年台北國際旅展」進行問卷調查作業。經由研究數據資料顯示，兩種不同航空公司（國籍／外籍航空公司）參展動機之認知結果，在命題一部分，國籍／外籍航空公司參與國際旅展之動機，顯示出在兩項指標題項，具有顯著性之差異。在命題二部分，國籍／外籍航空公司參與國際旅展之績效滿意度認知，顯示出在一項指標題項，具有顯著性之差異。在命題三部分，國籍／外籍航空公司參與國際旅展展後挑戰，則未顯示任何顯著性之差異。最後，本研究依據上述之研究結果，針對國籍／外籍航空公司參與國際旅展，提出管理意涵之相關建議，期使航空公司未來參與國際旅展時，能將更具有績效達成之效率性。

According to the literature review, the management and performance of trade shows has gradually received more attention for different industries. However, the shortage of research in international travel fair (ITF) as a sample empowers this paper to furthermore investigate the exhibitors’ motivations, performance and challenges at ITF. Exhibitors participating are from leisure / tourism related businesses, thus they may have different selling or no-selling propensities when participating at a travel fair. This paper focuses on exhibitors selected from Taiwanese-owned and international carriers as a research sample for further analysis. With the literature review, this paper develops 11 evaluation factors in total for exhibitors’ motivations, another 11 evaluation factors in total for exhibitors’ performance, and 12 evaluation factors in total for exhibitors’ challenges. Finally, all these factors are turned into a questionnaire and initiate 3 hypothesizes for further survey. The sample frame of the survey is constructed at ＂2013 Taipei International Travel Fair＂ in October 2013. The results are as follows. For hypothesize 1, two evaluation factors indicates significant differences between Taiwanese-owned and international carriers in motivation sector. For hypothesize 2, only one evaluation factor indicates significant differences between Taiwanese-owned and international carriers in performance sector. As for the hypothesize 3, it shows no significant difference between Taiwanese-owned and international carriers in challenge sector. In the end, this paper is anticipated to offer some managerial suggestions to carriers for the advance and improvement on the effectiveness of travel fair in the future.

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