近來在旅遊業行銷上的發展突顯出顧客參與的重要性，在經驗追尋以及網路崛起的影響下，顧客開始扮演著價值共同創造者的角色，這無疑給提供服務者更多的機會，而顧客本身也相對受益。

因此，這份研究目的在於找出促進顧客參與的要素，並且檢視顧客參與如何影響旅遊業中的關係行銷層面，作者提出一個模型，假設溝通、顧客專業、情感承諾和互動公平能增加顧客參與服務的程度，進一步，顧客參與也可以增加顧客滿意度和忠誠度。

這份報告以旅行社服務為基礎，針對和旅行社有往來經驗的顧客進行調查，一共有152位消費者參與此研究，研究結果顯示假設的模型是完全被支持的。首先，所有的前置因子，包含溝通、顧客專業、情感承諾和互動公平，證實和顧客參與有正相關。此外，顧客參與也促進了顧客滿意度和忠誠度，同時顧客滿意度也對忠誠度有正相關的影響。因此這些發現提供了旅遊業者有參考的價值，公司可以藉由顧客參與增加競爭優勢。

Recent tourism marketing development has highlighted the importance of customer participation. Owing to experience-seeking and use of internet, customers start to behave themselves as value co-creators, which offers greater opportunities for service providers and benefit customers themselves as well.

Therefore, this study aims to identify the factors that contribute to customer participation and examine how customer participation effects relationship marketing in the tourism sector. The author proposes a model, in which communication, customer expertise, affective commitment and interactional justice are assumed to increase the extent to which customers participate in the service delivery. Furthermore, customer participation may increase customer satisfaction and loyalty.

A survey was conducted based on travel agency service. In total 152 people who had experience working with travel agency participated in the survey. The testing results showed that the model is fully supported. Firstly, all antecedents, including communication, customer expertise, affective commitment and interactional justice, relate positively to customer participation. Secondly, customer participation enhances customer satisfaction and loyalty. Meanwhile, customer satisfaction has a positive effect on customer loyalty. Thus, the findings provide managers in the tourism with valuable insights that firms can increase their competitive advantage through enhancing customer participation.

Acknowledgment - - - - - - - - - - - - - - - - - - - - -- - - - - - - - - - - - - - - - - - - - ii
摘要- - - - - - - - - - - - - - - - - - -- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - iii
Abstract - - - - - - - - - - - - - - - - - - -- - - - - - - - - - - - - - - - - - - - - - - - - - - - - iv
Table of Contents - - - - - - - - - - - - - - - - - - - - -- - - - - - - - - - - - - - - - - - - - v
List of Tables and Figures - - - - - - - - - - - - - - - - - - -- - - - - - - - - - - - - - - - vii

Chapter 1 Introduction - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - 1
1.1 Research Background - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - 1
1.2 Research Objectives - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - 4
1.3 Research Process - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - 5

Chapter 2 Literature Review - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - 7
2.1 Trend in Tourism - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - 7
2.1.1 Experience-seeking - - - - - - - - - - - - - - - - - - - - - - - - - - - 7
2.1.2 E-tourism - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - 8
2.2 Customer Participation - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - 9
2.2.1 Overview of Customer Participation - - - - -- - - - - - - - - - - - 10
2.2.2 Marketing Change from G-D Logic to S-D Logic - - - - - - 11
2.2.3 Implications for Service Providers and Customers - - - - - - 11
2.3 Facilitating Factors - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - 13
2.4 Communication - - - -- - -- - - - - - - - - - - - - - - - - - - - - - - - - - - - 16
2.5 Customer Expertise - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - 18
2.6 Affective Commitment - - - - - - - - - - - - - - - - - - - - - - - - - - - - - 19
2.7 Interactional Justice - - - - - - - -- - - - - - - - - - - - - - - - - - - - - - 21
2.8 Customer Satisfaction - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - 22
2.9 Customer Loyalty - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - 25
2.9.1 Behavioral Loyalty and Attitudinal Loyalty - - - - - - - - - 25
2.9.2 Customer Loyalty and Customer Participation - - - - - - - - - 27
2.9.3 Customer Satisfaction and Customer Loyalty - - - - - - - - - 28



Chapter 3 Research Method - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - 30
3.1 Research Framework and Hypotheses - - - - - - - - - - - - - - - - - - - - 30
3.2 Sample and Data Collection - - - - - - - - - - - - - - - - - - - - - - - - - - - 31
3.3 Measures - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - 33

Chapter 4 Results - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - 35
4.1 Measurement Model - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - 35
4.2 Hypothesis Testing - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - 38

Chapter 5 Conclusions - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - 40
5.1 Discussion - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - 40
5.2 Managerial Implication s- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - 42
5.3 Study Limitations and Future Research - - - - - - - - - - - - - - - - - 44

Reference - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - 47

Appendix 3.1 Scale Items for the Measures - - - - - - - - - - - - - - - - - - - - - 54

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