Trends in Outbound Group Package Tours in China and Taiwan: A Marketing Mix Perspective

Chang, Janet; Wang, Kuo Ching; Guo, Ying; Su, Che Jen; Yen, Shih Jung

doi:10.3727/108354207782212413

Cited by 19 publications

(17 citation statements)

References 50 publications

(47 reference statements)

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“…Zhang (1999) claims that Chinese outbound travellers play a critical global role in influencing world tourism trends. Taiwan and China are especially similar in race, culture, and language (Wang et al, 2000; in addition, Chang, Wang, Guo, Su, and Yen (2007) state that Chinese travel agencies consider their outbound GPT development as following the steps early Taiwan's travel agencies adopted. According to the earlier discussions, the present study reveals that DTO evaluation criteria will become an important issue in China.…”

Section: Limitation and Directions For Further Researchmentioning

confidence: 98%

Using fuzzy analytic hierarchy process to evaluate service performance of a travel intermediary

Lin

Lee

Chen

2009

The Service Industries Journal

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This study applies a fuzzy analytic hierarchy process (AHP) to evaluate service performance of a foreign travel intermediary (destination tour operator, DTO) through the host travel agency's vision. Service performance is a composite of various attributes, including many intangible attributes difficult to measure. Therefore, the present research adopts an AHP method and further integrates a fuzzy set theory into the service performance measurement to overcome the problem. This work collected evaluation criteria from 36 senior travel managers' opinions, using the critical incident technique, and 56 general managers from different travel agencies to weight and rank the overall criteria by applying fuzzy AHP. Research results could help DTOs increase service performance and quality, and provide Asian travel agencies with objective standards to evaluate the most suitable business cooperators.

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Section: Limitation and Directions For Further Researchmentioning

confidence: 98%

Using fuzzy analytic hierarchy process to evaluate service performance of a travel intermediary

Lin

Lee

Chen

2009

The Service Industries Journal

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“…For instance, 1.5 million visitors on group tours traveled to Phuket in 2007 (Tourism Authority of Thailand, 2007). In particular, for sightseeing purposes, almost half of all Taiwanese tourists travel on group package tours (Chang et al, 2007). A survey questionnaire was the instrument used to conduct this study.…”

Section: Methodsmentioning

confidence: 99%

“…Tour operators in the tourism market face intense price competition (K. Wang, Hsieh, & Huan, 2000), but this does not mean that they are offering inferior tourism products and services. Low price is a consequential trend in the travel market; it is important to attract tourists by providing innovative, high-quality products at low prices (Chang et al, 2007). This study attempts to explore whether marketing drivers will moderate the effect of push and pull motivations on travel behaviors (trip duration and group size).…”

Section: Marketing Driversmentioning

confidence: 99%

“…Cooper and Meiklejohn (2003) argued that cost is a key factor for tourists in their travel behavior. Prices and tourism attractions are equal in being the most important factors triggering Taiwanese tourists' purchasing intentions (Chang, Wang, Guo, Su, & Yen, 2007). D. Wang (2006) found that consumers with different buying motivations demonstrated significant differences in buying desires when faced with price promotions.…”

Section: Marketing Driversmentioning

confidence: 99%

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Motivations and Marketing Drivers of Taiwanese Island Tourists: Comparing Across Penghu, Taiwan and Phuket, Thailand

Park

Hsieh

McNally

2010

Asia Pacific Journal of Tourism Research

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The island tourism market is a major growth segment, worldwide, for international tourism. Penghu, Taiwan, and Phuket, Thailand, have become major destinations for foreign and domestic island tourism for Taiwanese tourists. Island tourists might have different reasons for choosing domestic versus international destinations. The objectives of this study are: (1) to identify motivational factors and marketing drivers across the two islands;(2) to investigate measurement invariance across samples; and (3) to examine the moderation effect of marketing drivers on the relationship between island tourists' motivations and their travel behavior, across samples. The measures were validated via confirmatory factor analysis, using EQS, and identified four motivational factors: experience, facilities and services, natural resources, and special events. Moderated regression was carried out to examine whether marketing drivers have a moderating effect on the relationship between motivation, and trip duration and group size. As there is measurement invariance exhibited throughout the samples of both Penghu and Phuket tourists, managers and academics alike can be confident that the scales capture the motivations and marketing drivers effectively across different contexts. In addition, marketing drivers moderate the effect of motivation on trip duration and group size in Phuket, and on group size in Penghu. Both islands need to emphasize that tourist motivations for experiencing island travel can bring a longer stay through pricing and promotional tour package programming.

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“…The same critique and the same marketing mix model of "8Ps" used similar studies (i.e. Chang, Wang, Guo, Su, & Yen, 2007). The "8Ps" model was selected as the most appropriate, because it is mainly used for tourist destinations, hospitality and travel marketing, and generally for the tourism industry (Chang et al, 2007;Sarker, Aimin, & Begum, 2012).…”

Section: Kainuumentioning

confidence: 99%

Developing place marketing pilot plans: the cases of Rostock and Kainuu

2013

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The purpose of this paper is to pinpoint the role of place marketing in the fields of tourism, culture, and business, through the development of place marketing pilot plans (PMPPs) for two places in northern Europe: the city of Rostock in Germany and the region of Kainuu in Finland. Specifically, the analysis is based on the combination of two basic marketing models, the Ashworth & Voogd (1990) model and the Kotler et al. (1999) model, aiming to present a methodological tool that could be effective for the successful promotion of a place's image throughout its external environment. The data are provided from the INTERREG IIIc Project CultMark. The paper contributes to research in two ways: (a) by displaying an integrated methodological approach with specific phases of planning and supporting the image of a place, and (b) by amplifying current views according to which place marketing implementation is not simply an occasional procedure. The case studies used support the above arguments.

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Trends in Outbound Group Package Tours in China and Taiwan: A Marketing Mix Perspective

Cited by 19 publications

References 50 publications

Using fuzzy analytic hierarchy process to evaluate service performance of a travel intermediary

Using fuzzy analytic hierarchy process to evaluate service performance of a travel intermediary

Motivations and Marketing Drivers of Taiwanese Island Tourists: Comparing Across Penghu, Taiwan and Phuket, Thailand

Developing place marketing pilot plans: the cases of Rostock and Kainuu

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