旅行業概念最早可追朔至1930年中國頒發的《旅行業註冊暫行章程》，定義了旅行業的設立與說明。而台灣第一家旅行社–中國旅行社股份有限公司，原是上海商業儲蓄銀行於1923年於上海設立旅行部，經過多年的時局變遷，在1951年根據台灣政府規定重新辦理設立旅行社而成為台灣第一家旅行業者。經過幾十年來的經濟、政治及資訊的進化，旅行業百花爭鳴，加上國外大型OTA的搶攻市場，整體旅行業利潤微薄，如何在這整體競爭的環境下保持公司營運成本及利潤是現今最重要的議題。
2018年台灣經歷經濟不景氣，依交通部觀光局統計，整體出國人數仍持續攀升，成長6.32%，達1,664萬人次刷新記錄，旅遊已成為台灣人民一種不可或缺的生活型態，然而，在這些旅遊人口中又有多少是透過旅行社服務而出國旅遊，根據「106年國人旅遊狀況調查報告」顯示，民眾一般旅遊安排以參加團體旅遊，其中包括獎勵旅遊及公司招待旅遊占31%，其次依序為均自己安排訂購占41%、部分自行辦理部分委託旅行社占19%及購買自由行或參加機加酒占9%。也就是說有41%的遊客是完全自行安排，更甚者原先的19%僅委託旅行社代辦部分業務的旅客也會漸漸流失，因此，旅行業者如何積極經營既有客戶群，變成是生意的主要來源。
本研究併用質化的深度訪談與量化的問卷調查法，分析旅遊顧客屬性、滿意度及其回購意願的關聯性，期望幫助業者分析顧客之特質與滿意度如何影響其再次接受特定旅行社服務的意願，並將以往顧客回流的被動式等待，轉化為主動式的關切，進而增進旅客的忠誠度。

The first travel agency in Taiwan, China Travel Service Co., Ltd., was originally set up by the Shanghai Commercial and Savings Bank in 1923 in Shanghai. Over the past several years and the changes, it re-established a travel agency in accordance with the Taiwan government in 1951. After decades of economic, political, and information evolution, the travel industry is blooming and the large-scale foreign OTAs are shareing the market. How to maintain the company’s costs and profits with meager profits in competitive environment which is the most important issue today.
Taiwan experienced an economic downturn in 2018. But according to the statistics of the Tourism Bureau of the Ministry of Transport, the overall number of people going abroad continued to grow by 6.32%, reaching a record of 16.64 million person-times. Travel has become an indispensable lifestyle for the people of Taiwan. However, in how many of these tourist populations travel abroad through the services of travel agencies. According to the "National Tourism Status Survey Report year 2017", the general public arranges travel to participate in group travel, including incentive travel and corporate hospitality travel accounting for 31%, 41% of the orders were arranged by themselves, 19% were partially handled by some travel agencies, and 9% were independent travel. It means 41% of tourists are arranged entirely by themselves and even the original 19% of tourists who only entrust agencies to handle part of the travel will lose gradually. Therefore, how to actively manage the existing customer base has become the main business source.
This study uses both qualitative analysis and quantified questionnaires to analyze the relationship between customers attributes, satisfaction, and repurchase willingness. It is expected to help operators analyze how customers' characteristics and satisfaction affect their acceptance of specific travel agencies again. In the past, travel agencies usually passive waiting of returning customers. Now, they need to turn into active concerns to increasing passenger loyalty.

論文審定書 i
誌　謝 ii
摘　要 iii
Abstract iv
目　錄 vi
圖　次 viii
表　次 ix
第一章　緒論 1
第一節　研究背景與動機 1
第二節　研究目的 2
第三節　研究流程 3
第四節　研究範圍與限制 4
第二章　產業現況 5
第一節　旅遊產業的沿革 5
第二節　旅遊產業現況 8
第三節　旅遊產品及服務人員 9
第三章　文獻探討 14
第一節　滿意度-忠誠度指數模型 14
第二節　人口結構與旅遊需求 15
第三節　顧客忠誠度 18
第四節　再購意願 21
第四章　研究設計 23
第一節　研究結構 23
第二節　研究模式 23
第三節　研究對象 24
第四節　研究方法 28
第五章　實證分析 30
第一節　旅行業者面對的威脅與挑戰 30
第二節　客戶需求調查 32
第三節　老客戶之旅遊需求分析 42
第四節　影響老客戶再購意願之因素 43
第六章　結論與建議 45
第一節　結論 45
第二節　建議 45
參考文獻 52
一、中文 52
二、英文 52
三、網路 54
附錄　訪談（調查）問卷 55

一、 中文
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化大學碩士論二、 英文
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9. Hellier, P. K., Geursen, G. M., Carr, R. A. & Rickard, J. A. (2003). Customer Repurchase Intention: A General Structural Equation Model. European Journal of Marketing, 37(11), 1762-1800.
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三、網路
1. 旅遊研究所 ，2017，「台灣旅行社經營趨勢 」， https://travel20.blogspot.com/2017/01/blog-post_15.html, accessed on December 30, 2007.