市場導向、行銷能力與經營績效之探討──以旅行業為例

Exploring the Relationships Between Marketing Orientation, Marketing Capability and Business Performance-- The Case of Travel Agency Industry

台灣觀光產業日益蓬勃發展，旅行業的競爭日益劇烈，為了在市場生存，如何提升旅行業之經營績效已是重要的課題。本研究為量化研究，問卷蒐集方式，採取立意抽樣法，以旅行業管理階層為研究對象，本研究共發放600份問卷，回收問卷份數為443份，有效問卷共342份，以SPSS 18.0之統計套裝軟體進?資料分析，驗證本研究的研究假說，進而提出本研究之研究結論與建議。本研究之研究結果顯示，旅行業的市場導向能力正向影響行銷能力、旅行業的行銷能力正向影響經營績效、旅行業的市場導向能正向影響經營績效，並在最後依照研究結果提出實務建議。

Taiwan’s tourism industry is boomingand the competition in the travel industry is becoming increasingly fierce. In order to survive in the market, how to improve the business performance of the travel industry is an important issue. This study is a quantitative study, the questionnaire collection method ispurposive sampling, and taking the management of the travel industry as the research subjects. This study sent 600 questionnaires, received 443 questionnaires and 342 valid questionnaires were used, data analysis was carried out with SPSS 18.0 statistical software package to verify the research hypothesis of this study, and then the research conclusions and recommendations of this study were proposed. According to the findings, the market-oriented of the travel industry positive effect on marketing capabilities; the marketing capabilities of the travel industry positive effect on business performance; the market-oriented of the travel industry positive effect on business performance. Inthe end, according to the research results, practical suggestions are put forward.