旅行社領隊專業人員知識分享動機與效益之探討

A Study of Knowledge Sharing Motivation and Benefits of Tour Leaders in Travel Agency

李悅清(Yueh-Ching Li)；李安娜(An-Na Li)

旅行社 ； 領隊人員 ； 知識分享 ； Travel agency ； tour leader ； knowledge sharing

島嶼觀光研究

14卷4期（2023 / 12 / 01）

1 - 21

繁體中文;英文

旅行社領隊人員主要任務為帶領國內遊客到國外旅遊，扮演影響參加團體套裝旅遊旅客滿意度的核心人物，為旅行社出境旅遊經營的重要人力資源。本研究目的為探討旅行社領隊人員知識分享的動機與效益，以旅行社領隊人員為研究對象，透過深度訪談法進行資料收集，並以內容分析法進行訪談資料分析，經由文本分析顯示旅行社領隊人員知識分享動機包含內在與外在動機兩部份，內在動機包含「樂於協助他人」、「專業知識傳承」與「正確知識傳遞」；而外在動機部份包含「雙方互惠關係」、「公司組織安排」、「他人知識需求」與「知識需求者態度」。領隊人員知識分享效益分為組織與領隊個人效益，在「組織」方面包含「改善帶團流程」、「優化旅遊行程」、與「提昇公司品牌形象」；對於「領隊個人」可獲得的效益為「他人知識回饋」、「增進領隊間情誼」與「樹立專業聲譽」。依據本研究結果，建議旅行社經營業者可透過教育訓練或其他活動方案，增進領隊人員間之知識分享，有助於培養優質專業的領隊人員。

The main task of tour leaders is to lead domestic tourists to foreign destinations, and they play a central role in influencing the satisfaction of the participating group package tourists, which is one of the key factors for the success of travel agencies' outbound tour operations. Therefore, the study is to explore the knowledge sharing motivation and benefits of tour leader staff. This study invite 12 professional tour leaders for in-depth interview, and analyzes the interview data by content analysis method. The findings suggested that the tour leader staff knowledge sharing motivation includes two parts: internal and external motivation, internal motivation includes "willing to help others", "professional knowledge transfer" and "correct knowledge transfer"; while external motivation includes "mutual reciprocal relationship", "company organization arrangement". The external motivation includes "reciprocal relationship", "company organization", "knowledge needs of others" and "attitude of knowledge seekers". The benefits of knowledge sharing for organization include "improving the process of tour leading", "optimizing the tour product" and "enhancing the company brand image". In addition, the benefits of knowledge sharing for the individuals of tour leaders include "feedback on others' knowledge", "enhancing the friendship among tour leaders" and "building professional reputation". According to the study, it provided the ideas for travel agency arrange educational training or other programs to enhance the knowledge sharing of tour leaders.