Perceived Value, Inter-functional Coordination, and Strategic Adaptation: The Perspective on Selecting Travel Agencies from School Travel Plan

IF 3.1 Q2 HOSPITALITY, LEISURE, SPORT & TOURISM
Tangchung Kan
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引用次数: 2

Abstract

School travel plan (STP) is a significant tourism market for travel agencies; this study explores how travel agencies with customer orientation ability, product advantages, and high-quality service performance affect customer perceived value and the strategic adaptation of travel agencies from a resource-based view by moderating the effect of inter-functional coordination. Proportionate stratified sampling was used to select teachers and administrators from junior and high schools who participated in graduation trip selection for three years from Taiwan, and 183 samples were collected for analysis; likewise, PLS-SEM was adopted to verify the measurements and test hypotheses in the research. The scientific results indicate that travel agencies with customer orientation, product advantages, and high service performance positively impact customer perceived value. Inter-functional coordination has a moderating effect on customer perceived value and travel agency strategic adaptation. Travel agencies have customer-oriented characteristics that can clearly understand customers’ needs and prioritize them. Constantly reviewing customers’ needs and enhancing their perceived value can lead to increased sales volume in STP market. Effective communication and coordination are the critical effects of cooperation between travel agencies and other tourism industries, and travel agencies should quickly respond to schools and provide tourism products that meet STPs’ needs in Taiwan.
感知价值、职能协调与策略适应:基于学校旅游计划的旅行社选择视角
学校旅游计划(STP)是旅行社的一个重要旅游市场;本研究从资源基础的角度探讨了具有客户导向能力、产品优势和高质量服务绩效的旅行社如何通过调节跨职能协调的效果来影响客户感知价值和旅行社的战略适应。采用比例分层抽样方法,从台湾参加毕业旅行选择三年的中小学教师和管理人员中抽取183人进行分析;同样,采用PLS-SEM来验证研究中的测量和检验假设。科学研究结果表明,具有客户导向、产品优势和高服务绩效的旅行社对客户感知价值有积极影响。职能间协调对客户感知价值和旅行社战略适应具有调节作用。旅行社具有以客户为导向的特点,能够清楚地了解客户的需求并优先考虑。不断审查客户的需求并提高他们的感知价值可以提高STP市场的销售量。有效的沟通和协调是旅行社与其他旅游业合作的关键作用,旅行社应迅速响应学校,提供满足台湾游客需求的旅游产品。
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来源期刊
Journal of Tourism and Services
Journal of Tourism and Services HOSPITALITY, LEISURE, SPORT & TOURISM-
CiteScore
7.80
自引率
16.70%
发文量
14
期刊介绍: Journal of Tourism and Services, established in September 2010, is the international reviewed scientific research journal published by the Center for International Scientific Research of VŠO and VŠPP in cooperation with the following partners. The journal publishes high-quality scientific papers and essays with a focus on tourism and service industry development. Together with the scientific part and in order to promote the exchange of current and innovative ideas and stimulating debate, the Journal also includes Reviews of Existing Work or Short Essays, Research Notes, and Research and Industry sections to address important topics and advance theoretical knowledge or thinking about key areas of tourism and services and to allow researchers to present initial findings and reflections or problems concerning fieldwork and research in general.
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