本研究之目的係利用定位理論並運用多元尺度法，以旅行同業業者角度探討台灣六家躉售旅行業屬性認知差異進行品牌定位知覺分析。在品牌定位方面，以躉售旅行業屬性認知差異的主力產品、產品價格、遊程品質與消費者滿意度作為衡量屬性，並以李克特尺度量表探討旅行同業業者對於躉售旅行業的評比屬性重視程度，以建構旅行同業業者對於躉售旅行業的定位，以作為躉售旅行業同業市場品牌定位策略之參考。 研究結果東南旅行社、鳳凰旅行社為領先群，雄獅旅行社、康福旅行社彼此同為競爭者為潛力群；知覺分析方面，得知六家躉售旅行業品牌可採行之策略方法為：訴求、改善、改變與放棄，最後依據上述分析結果， 可提供業者適當的市場定位、區隔與行銷建議之參考依據。 The aim of this study is to explore the differences the attributes of wholesale travel agencies by conducting positioning theory. Useing the multi-scale method to explore six wholesale travel angencies in Taiwan from the perspective of travel angencies within the trade. From the point of view of wholesale travel agencies, this study examines the main products, tour product prices, tour itinerary quality and consumer satisfaction as a measure to evaluate the effectiveness of wholesale travel agencies. Applying Likert Scale, the researcher discusses the value of the wholesale travel agencies from the travel angencies within angencies to construct the orientation of the travel agencies as a reference for recreation marketing. To establish the position of the travel industry for the wholesale travel agencies as a reference for the brand positioning strategy of the integrated travel industry market. Based on the analyses of questionnaires, the depiction of perceptual map through multidimensional scaling analysis, the perceptual map reveals that Southeast Travel Agency and Phoenix Travel Agency are the first group, and the Lion Travel Agency and Kangfu Travel Agency are competitors as potential groups. In the aspect of perception analysis, the strategy methods for the six wholesale travel agencies brands can be learned: appeals, improvement Change, give up. Finally based on the above analysis results provide the basis for the market's appropriate market positioning, segmentation and marketing recommendations.
