領隊導遊的專業能力與服務品質對滿意度有高度影響。旅遊團團員對領隊的專業能力、態度和服務品質的滿意度對其品牌再購意願有著顯著的正向影響。顧客對於服務商的品牌認同確實對回購意圖有積極影響，因此旅遊業者或酒店或相關的供應商不可忽視此因素之影響。可見旅客對於領隊的特質、品牌認同與產品認同的評估，都有可能是影響其是否再次購買旅程的影響因子。
不過針對過去的研究內容，通常都是以破碎化的研究結構來進行分析，像是領隊能力對遊客滿意度影響、滿意度對再購意願影響、品牌認同對再購意願影響，卻缺乏一個整合性的研究。本文則嘗試透過文獻與理論框架的整合，嘗試突破過去破碎化的研究架構，將產品規劃、滿意度、品牌認同、個人認同對與再購行為的影響進行系統性的架構，同時也加入價格的干擾因子進行研究。
研究透過訪談方法來進行，分別針對旅遊產業中的三位資深業者以及十位經歷過歐洲長程旅遊的顧客來進行，並針對其訪談資料歸納出對應的結論。本文的研究結果指向，行程產品規劃對再購行為具有正向影響效果、領隊滿意度對再購行為具有正向影響效果、行程產品規劃對品牌認同存在正向影響效果、領隊滿意度對個人或品牌認同影響效果無從判定、品牌認同對再購行為存在正向影響效果，但領隊個人認同則不穩定。最後，我們也發現價格干擾是認同感與再購行為間的干擾因素。

The professional ability and service quality of the leading tour guide have a high impact on satisfaction. Tour group members' satisfaction with the professional ability, attitude and service quality of the tour group leader has a significant positive impact on their brand repurchase intention. Customers' brand recognition of service providers does have a positive impact on repurchase intentions, so tourism operators or hotels or related suppliers cannot ignore the influence of this factor. It can be seen that passengers' evaluation of the characteristics of the tour leader, brand identity, and product identity may all be influencing factors that affect whether they will purchase a trip again.
However, previous research content usually analyzed using a fragmented research structure, such as the influence of tour leader ability on tourist satisfaction, satisfaction on repurchase intention, and brand identity on repurchase intention, but lacked an integrated research framework. This study attempts to break through the fragmented research framework of the past by integrating literature and theoretical frameworks, systematically constructing a framework for the impact of product planning, satisfaction, brand identification, personal identification, and interference factors of price on repurchasing behavior.
The research was conducted through interview methods, targeting three experienced practitioners in the tourism industry and ten customers who had experienced long-distance travel in Europe, and summarized corresponding conclusions based on their interview data. The research results of this article indicate that the product planning of the travel itinerary has a positive impact on repurchasing behavior, the satisfaction of the tour leader has a positive impact on repurchasing behavior, the product planning of the itinerary has a positive impact on brand identification, the impact of the satisfaction of the tour leader on personal or brand identification cannot be determined, brand identification has a positive influence on repurchasing behavior, but tour leader identification is unstable. Finally, we also found that price interference is an interfering factor between identification and repurchasing behavior.

論文審定書 i
致謝 ii
摘要 iii
Abstract v
圖次vi
表次 vi
第一章 緒論1
第一節 研究背景1
第二節 研究動機4
第三節 研究目的5
第四節 研究流程6
第二章 文獻探討6
第一節 產業現況6
第二節 認同理論9
第三節 再購意願12
第四節 滿意度14
第三章 研究設計16
第一節 研究對象16
第二節 研究方法17
第四章 研究分析20
第一節 樣本描述20
第二節 訪談結果分析23
第五章 結論與建議31
第一節 結論 31
第二節 研究命題34
第三節 理論貢獻35
第四節 實務貢獻35
第五節 研究限制與未來研究發展35
參考文獻37
一、中文資料37
二、英文資料39
附錄一41
附錄二57

參考文獻
一、中文資料
石珊綺. (2011). 粉絲旅遊體驗與體驗價值分析之研究-以日本偶像濱崎步為例.
交通部觀光局統計資料庫。108年國人出國旅遊重要指標統計。檢自：https://stat.taiwan.net.tw/statistics [2023.01.15]
吳德晃. (2004). 專業表現, 服務努力, 滿意度與小費之關係.
李宛臻. (2020). 旅遊體驗社群之決策行為與大數據目標行銷策略.
林怡倩, 林美蘭, & 陳宜檉. (2016). 導遊人員專業職能對服務品質, 遊客滿意度與旅行社套裝旅遊產品再購意願影響之研究. 休閒事業研究, 14(4), 38-60.
林怡倩, 林美蘭, & 陳宜檉. (2016). 導遊人員專業職能對服務品質, 遊客滿意度與旅行社套裝旅遊產品再購意願影響之研究. 休閒事業研究, 14(4), 38-60.
林南宏, 王文正, 邱聖媛, & 鍾怡君. (2007). 產品知識及品牌形象對購買意願的影響-產品類別的干擾效果. 行銷評論, 4(4), 481-504.
林碧霞. (2007). 品牌形象及產品知識對購買意願之影響-價格折扣干擾效果之探討.
林翠瑛(2012)領隊的工作表現與旅客滿意度之研究." PhD diss., 休閒運動管理研究所.
張春興. (1983). 從師大學生的求學心態檢討師教法 “加強師範生專業精神” 構想的成效. 教育心理學報, (16), 1-28.
陳涵茵(2012)價格促銷, 產品品牌形象與購買意願之關係研究—以遠雄悅來大飯店為例." PhD diss.
陳敬啟. (2015). 民眾對旅遊業品牌形象, 旅遊知覺價值對再購意願影響之研究.
楊君琦, 蘇哲仁, and 楊謹行. "領隊人格特質, 印象管理策略與領隊品質, 收入之研究: 以團體套裝旅遊為例." 觀光休閒學報 15.1 (2009): 49-68.
楊淑卿. (2014). 探討網路旅行社消費者再購意願之研究.
劉宗凱.(2018)服務品質, 享樂價值與滿意度關係之研究-以國內團體套裝旅遊之遊客為例.
潘明全. (2009). 網路購物參考價格與促銷情境對購買意願的影響-廣告代言人為干擾變數之研究. 行銷評論, 6(4), 529-548.
鄧誠中, 鍾昭儀, 廖婉渝, 黃文玲, 黃于倫, 蕭億珊, ... & 陳雅萍. (2010). 購買動機與顧客滿意度對再購意願之影響-以個人電腦爲例. 國立虎尾科技大學學報, 29(1), 29-41.
賴國玲(1993)，我國旅行業國外旅行團遊程設計之研究-以紐澳行程為例， 碩士論文，中國文化大學觀光事業研究所。
戴揚飛(2018)套裝團體旅客同儕顧客知覺, 滿意度, 與再購意圖之研究." 計畫編號: MOST107-2410-H041-001 (2018).
謝琦強, 莊翰華, & 曾宇良. (2011). 台灣的全球化旅遊市場行銷策略初探. 嶺東學報, (29), 133-158.
藍毓仁, & Ritchie, J. (2010). Jane Lewis 主編 (2008). 質性研究方法. 臺北市: 巨流圖書股份有限公司.
蘇信坤. (2013). 品牌定位, 價格促銷與消費者行為關係之研究-以旅行業為例.
 
二、英文資料
Ahearne, M., Bhattacharya, C. B., & Gruen, T. (2005). Antecedents and consequences of customer-company identification: expanding the role of relationship marketing. Journal of applied psychology, 90(3), 574.
Chiu, W., Zeng, S., & Cheng, P. S. T. (2016). The influence of destination image and tourist satisfaction on tourist loyalty: a case study of Chinese tourists in Korea. International Journal of Culture, Tourism and Hospitality Research.
Choo, H., Park, S. Y., & Petrick, J. F. (2011). The influence of the resident's identification with a tourism destination brand on their behavior. Journal of Hospitality Marketing & Management, 20(2), 198-216.
Drew, J. H., & Bolton, R. N. (1991). The structure of customer satisfaction: effects of survey measurement. The Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 4, 21-31.
Fornell, C. (1992). A national customer satisfaction barometer: The Swedish experience. Journal of marketing, 56(1), 6-21.
Fornell, C., Johnson, M. D., Anderson, E. W., Cha, J., & Bryant, B. E. (1996). The American customer satisfaction index: nature, purpose, and findings. Journal of Marketing, 60(4), 7-18.
Hellier, P.K., Geursen, G.M., Carr, R.A. and Rickard, J.A. (2003). Customer repurchase intentions: A general structural equation model. European Journal of Marketing, 37(11/12), 1762-1800.
Hempel, D. J. (1977). Consumer satisfaction with the home buying process: Conceptualization and measurement. The conceptualization of consumer satisfaction and dissatisfaction, 7.
Hultman, M., Skarmeas, D., Oghazi, P., & Beheshti, H. M. (2015). Achieving tourist loyalty through destination personality, satisfaction, and identification. Journal of Business Research, 68(11), 2227-2231.
Kozak, M., & Rimmington, M. (2000). Tourist satisfaction with Mallorca, Spain, as an off-season holiday destination. Journal of Travel Research, 38(3), 260-269.
Lin, Y. C., Lin, M. L., & Chen, Y. C. (2017). How tour guides’ professional competencies influence on service quality of tour guiding and tourist satisfaction: An exploratory research. International Journal of Human Resource Studies, 7(1), 1-19.
Morwitz, V.G. and Schmittlein, D.C. (1992). Using segmentation to improve sales forecasts based on purchase intent: Which "intenders" should you target? Journal of Marketing Research, 29(4), 391-405.
Mullet, G. M., & Karson, M. J. (1985). Analysis of purchase intent scales weighted by probability of actual purchase. Journal of marketing research, 22(1), 93-96.
Oliver, R.L. and MacMillian, I.C. (1993). A conceptual model of service quality and service satisfaction: Compatible goals, different concepts. Advances in Services Marketing and Management, 1, 65-85.
Singh, J. (1991). Understanding the structure of consumers' satisfaction evaluations of service delivery. Journal of the academy of marketing science, 19(3), 223-244.
Zeithaml, V.A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2-22.