台灣高速鐵路通車後，將對台灣西部旅遊型態產生影響，鐵路與旅遊的整合益顯重要。由於鐵路運量大，加上國內旅遊業家數眾多，規模不大，鐵路聯盟的運作方式因而產生，同時將成為鐵路與旅遊整合發展的關鍵所在。本研究乃以鐵路聯盟關係行銷、關係品質及關係績效為研究主題，以參加鐵路聯盟之旅行社為問卷調查對象。實證分析結果顯示：1.關係利益中以「市場拓展」為最高，其次依序為「提昇競爭力」。2.關係管理中以「行銷管理」為最高，其次依序為「夥伴管理」。3.關係維繫中以「會議聯誼」為最高，其次依序為「合作維繫」。4.關係品質中以「信任」為最高，其次為「滿意度」。5.關係拓展中以「利益拓展」為最高，其次依序為「異業結盟」。6.關係忠誠度中以「聯盟承諾」為最高，其次依序為「推薦成員」。7.關係管理對關係利益、關係維繫及關係品質有正向顯著影響關係。8.關係維繫會顯著正向影響關係品質。9.關係利益會正向影響關係品質，但影響不顯著。10.關係品質會正向顯著影響關係拓展與關係忠誠度程度。11.關係品質是關係管理、關係維繫影響關係忠誠及關係拓展的重要中介變數。 After Taiwan High Speed Rail begin to travel through, Taiwan western part travel style will be influenced. For this reason, integration of railway and travel become more important. Because the huge capacity of railway transportation and many small travel agency in our country, railway alliances was produced, which will become the key point of developing integration of railway and travel at the same time. The research is undertaken for the travel agency concern which attend railway alliances. We conluded the 1.〝market develops〞is the first level of relation profit；the second is〝raise competitiveness〞. 2.〝marketing management〞is the first level of relation management；the second is〝partner management〞. 3.〝metting association〞is the first level of relation maintenance；the second is〝cooperation maintenance〞. 4.〝trust〞is the first level of relation quality；the second is〝satisfaction〞. 5.〝profit develops〞is the first level of relation develops；the second is〝strategic alliances〞. 6.〝alliances promise〞is the first level of relation royal；the second is〝recimmendation members〞. 7.relation management has positive influence on relation profit, relation maintenance and relation quality. 8.relation maintenance has positive influence on relation quality. 9. relation profit has positive influence on relation quality,but not evidently. 10. relation quality has positive influence on relation quality and relstion loyal. 11. The LISREL analysis indicated that relation quality is a mediating variable between relation management,relation maintenance, relation royal and relation profit.
