Evaluating the Perceived Relational Benefits of Travel Agents on Managing Relationships With National Tourism Organization Abroad Offices: An Empirical Study

摘要

Evaluating the perceived relational benefits of travel agents on managing relationships with national tourism organization (NTO) abroad offices is crucial because travel agents are a critical factor for the competitiveness of NTO abroad offices. Firstly, this study used focus group discussions to determine the criteria of perceived relational benefits of travel agents on managing relationships with NTO abroad offices. An analytic hierarchy process (AHP) model was then used to evaluate the weights of the criteria. Finally, this study examined and identified the overall global scores of perceived relational benefits of travel agents on different types of NTO abroad offices in Taiwan. The study contributed a theoretical framework and systematic model for evaluating the perceived relational benefits of travel agents on maintaining relationships with NTO abroad offices to enhance competitiveness; the theoretical framework and model are highly applicable for academic and practical use.