旅行社銷售人員人格特質對工作表現之影響

The Effect of Personality Traits on Job Performance of Travel Agencies' Salespersons

臺灣旅遊業競爭激烈，在這「去中間化」的旅遊趨勢中，資金有限的旅行社，如何掌握公司現有的資源善用人才，讓顧客因銷售人員的專業知識及優質的服務，取得顧客信任及消費，幫公司創造利潤將是旅行社永續經營關鍵因素。本研究係在探討在不同背景之旅行社銷售人員在人格特質差異以及工作表現是否有顯著差異，同時亦想了解銷售人員之人格特質對工作表現之影響。研究工具採用問卷調查法，首先參考國內外相關文獻，以建構適合量測之「人格特質量表」與「工作表現量表」，以立意抽樣方法針對北部及中部之旅行社的銷售人員進行問卷發放，共發放450份，回收398份問卷，剔除無效問卷11份，有效回收387份，有效率為97.3％。採描述性統計、獨立樣本t檢定、單因子變異數分析及迴歸分析進行統計分析。研究結果顯示，旅行社銷售人員之年齡、婚姻狀況、職務、工作年資在人格特質及工作表現多有顯著差異；目前業界銷售人員人格特質高度傾向集中於親和性及嚴謹自律性，中度傾向集中於外向性及經驗開放性中，中低傾向集中於情緒穩定性。人格特質在經驗開放性、嚴謹自律性與外向性對工作表現有正向顯著影響，以經驗開放性構面影響效果最大，其次為嚴謹自律性及外向性。建議旅行社業者在徵選銷售人才時，除了以個人背景為考量亦可採用人格特質評量作為參考，徵選適合旅行社銷售人員之人才，在甄選過程當中，若能以人格特質為高度傾向經驗開放性特質者的銷售人員將有助於提高工作表現。

Nowadays, tourism industries in Taiwan are facing intense competition. In this trend toward the disintermediation of tourism, how the travel agencies with limited funds make good use of company's resources as well as manpower in order to gain customer's trust and create profit for the companies are the key factors for sustainable operation. This research study aims to explore the significant differences of travel agencies' employees in personality traits and job performance under various background, and to understand the effect of personality traits on job performance. Questionnaires was used as research method for this study. First of all, both domestic and international studies were taken as reference in order to build proper personality traits scale and job performance scale for collecting data. Then, the questionnaires were given out to travel agencies' employees in Taipei and Taichung. A total of 450 questionnaires were distributed with 398 collected and 387 deemed as valid with a response rate of 97.3%. Descriptive statistics, t-test, one-way ANOVA and Regression by using SPSS 24.0 were employed to analyze the data collected. The results indicated that age, marital status, job position and work experience of travel agencies' employees have great differences in personality traits and job performance. Currently the personality traits of travel agencies' employees are highly correlated with affinity and conscientiousness, moderately correlated with extroversion and openness to experience, and modestly correlate with emotional stability. Personality traits such as openness to experience, conscientiousness and extroversion have positive influence on job performance, with openness to experience as most significant. It is recommended that travel agencies take not only personal background variables, but also personal traits measurement into account when hiring suitable employees. In the process of selecting, employees with openness to experience may be beneficial to job performance as a whole.