近年來已有不少文獻對於觀光旅遊業的探討，隨著交通的發達與民眾對於出國旅遊的熱誠，導致旅遊業界的競爭也是船高水漲。根據世界旅遊委員會 (World Travel and Tourism Council) 對於旅遊業的調查顯示，全球大約有百分之8.3的工作和旅遊業息息相關，也就是說世界上每11.2個工作裡面就有一個工作跟觀光業有關，而這個數字還在不斷的攀升之中。本研究想要找出遊客心目中所為的夢幻組合 (團體的套餐旅遊來說)。而聯合分析法便是在尋找最佳產品組合的情況下的最佳方法。

本研究以產品屬性理論為基礎，然後再從以前文獻資料中整理出十種與旅遊套餐相關的屬性，再經由前測問卷的篩選後給予不同之水準。最後將「價格」、「飯店住宿」、「餐廳伙食」、「交通工具」將這四種不同的屬性來做為我們的正式問卷的屬性。接下來我們透過聯合分析法來設計出9種不同的產品組合，並利用這9種不同的產品組合來找出消費者最偏好的屬性跟產品組合，經過分析之後我們得到了消費者對各屬性的重視程度，他們依序為「餐廳伙食」、「飯店住宿」、「交通工具」、「價格」，而消費者最喜愛的產品組合為「餐廳伙食-高檔餐廳」、「交通工具-豪華運輸」、「飯店住宿-廉價飯店」、「價格-中價位」。

最後我們再以不同的群體來分析，我們發現到在不同的群體之中對於屬性的偏好也會有一定程度上的不同。有鑒於此，日後旅遊公司可以考慮盡量推出相應的旅行套餐來提升更多的消費者購買意願。

In recent years, there are a lot of literature investigate the travel and tourism industry, in this study, we use the theory of product attributes as a starting point and analyze to extract the 10 kinds of attributes associated with travel packages from the previous literature, and then give different level through the filter after the pre-test questionnaire. Finally, the "price", "hotel accommodation", "restaurant food", "Transport" These four properties have been chosen for our use for the official questionnaire. Next, through conjoint analysis we design 9 different product mix (card), through the experiment we find out consumer product preferences and after analysis, we know the ranking of customer preference order, from high to low they are: " The restaurant food "," hotel accommodation "," transport "and" price ", favorite product portfolio is" restaurant food - upscale restaurant, "" Transportation - luxury transport "," hotel accommodation - cheap hotel "," price - the price. "
Further analysis of the results of the different groups shows that among different groups and then the sort attribute preferences will have a certain degree of change. In view of this, the company may consider possible future introduction of tourism corresponding travel packages to enhance more consumers buy.
Key Word: Conjoint analysis, Product attributes , Group travel package

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參考網站資料
中華民國經濟部
http://www.moea.gov.tw/MNS/populace/home/Home.aspx
聯合國世界觀光組織
http://www2.unwto.org/