根據交通部觀光局的資料，台灣2017年國外旅遊總費用為新臺幣7,489億元，相對於2016年國外旅遊總費用為新臺幣7,216億元，成長3.78%，而旅客出國的平均人次數卻只有每年0.66次。在如此低頻次的消費行為下，旅客的回購行為，就成為旅行社對於顧客關係經營的重點。對於目前旅行社的二項主力服務：自由行商品及團體套裝旅遊，前者的商品訂房及訂機票已為市場上各式平台所分食，所以團體套裝商品的推展便成為旅行社拓展的重視項目，如何致力於提高客戶的肯定以利於旅客的回購率提升，將是旅行社研討的重要課題。
本研究藉由客戶過往的交易記錄，分析探討團體套裝旅遊服務的回購影響因素。研究結果顯示旅遊年齡及旅遊天數對回購率具正向關係，而單人消費金額則呈現負向關係。而在團體層的因素(旅客成員組合的大人、小孩、嬰兒人數)中，只有小孩數呈現顯著的負向關係。此外團體層的服務因素裡，整體安排的滿意度愈高，回購率也顯著愈高。拆分為細項後，發現業務銷售的服務態度、行程安排的緊湊適中、以及交通安排的司機服務態度均呈現顯著的正向關係。

The total foreign travel expense of Taiwan in 2017 was NT$7,489 billion, up for 3.78%, compared to that in 2016 (NT$7,216). However, the average number of foreign travel per customer was only 0.66 time a year. Given the low averaged travel frequency, how to increase customers’ repurchase tendency and behavior becomes a very important topic for travel agencies. In general, travel agencies provide two main types of travel services, free style travel and group package travel. Services for the free style travel, such as hotel and flight booking, are widely available through many other internet venues. Therefore, how to advance the selling of group package travel becomes an import business area for travel agencies. It is important for travel agencies to assess and understand how to increase customers’ satisfaction and repurchase rate.
This study aims to utilize previous customer transaction records to find out what factors would influence consumers’ repurchase rate for group package travel. We found out that the tourist age and the number of touring days had a positive association with repurchase rate, whereas the consumption amount per person was negatively associated with repurchase rate. In terms of the group makeup (i.e. the number of adults, children, and infants in the group travel), only the number of children had a significantly negative association with repurchase rate. In addition, overall satisfaction for the group travel arrangement was positively associated with repurchase rate. Dividing into sub-items, the travel agents’ service attitudes, the appropriateness of the itinerary arrangement, and the drivers’ service quality all had a significant positive association with customers’ repurchase rate.

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