獎勵旅遊是現代企業管理中有效的工具，特別是在提升員工動機和組織凝聚力方面。本研究旨在識別影響獎勵旅遊成功的關鍵品質屬性及其重要性。具體來說，研究有四個主要目標：
一、 探討獎勵旅遊如何根據Vroom (1964)的期望理論提升員工的工作表現。
二、 分析參加者對獎勵旅遊中關鍵品質屬性的重視與滿意度及評估其影響。
三、 分析主辦方對獎勵旅遊中關鍵品質屬性的重視與滿意度及評估其影響。
四、 比較主辦方與參加者對旅遊品質屬性的期望與滿意度差異，作為未來企業規劃改進的方向。
本研究採用了重要性-滿意度分析法 (IPA ) ，收集並分析了151份有效問卷，以描繪參與者與主辦方對品質屬性的不同觀點。結果顯示，參加者的期望與實際體驗在多個品質屬性上存在著差異。本研究確認了獎勵旅遊在提升員工動機和滿意度方面的有效性，並提出具體的改進建議。企業應重點提升參加者高度重視且滿意度高的屬性，同時優先改善那些重要但滿意度較低的屬性，以達到最佳的激勵效果。總結而言，本研究為企業在規劃和實施獎勵旅遊時提供了實用建議，幫助企業在有限資源下創造最大的價值和效果，從而提升員工的滿意度和動機，最終達成組織目標。

Incentive travel is an effective tool in modern enterprise management, particularly for enhancing employee motivation and organizational cohesion. This study aims to identify the critical quality attributes that influence the success of incentive travel and their significance. The research has four main objectives: first, to explore how incentive travel impacts employee motivation and performance through Vroom's Expectancy Theory; second, to analyze the importance and satisfaction levels of various factors in incentive travel as perceived by participants; third, to assess the views of organizers regarding these attributes and their influence on the success of incentive travel; and fourth, to compare the differences between participants and organizers in expectations and satisfaction, providing insights for future corporate improvements. Using Importance-Performance Analysis (IPA) , 151 valid questionnaires were collected and analyzed to depict the differing perspectives of participants and organizers. The results reveal significant discrepancies between participants' expectations and actual experiences across several quality attributes. This study confirms the effectiveness of incentive travel in enhancing motivation and satisfaction, providing actionable recommendations for improvement. Enterprises should prioritize enhancing highly valued attributes while addressing important yet less satisfactory ones to achieve optimal outcomes. In summary, this study offers practical insights for maximizing value and impact with limited resources in planning and implementing incentive travel programs, ultimately helping organizations achieve their goals.

趙葦淞. (2023, December 11). 2025年獎勵旅遊趨勢持續上升: 「成本上升」、「吸引∕留住人才」將成發展雙挑戰. TTN媒體. https://www.ttnmedia.com/?p=94605
經濟部國際貿易局. (n.d.). 會展產業 (MICE)介紹。取自 https://www.trade.gov.tw/Pages/List.aspx?nodeID=4418 [2024年2月24日訪問]
Alderfer, C. P. (1972). Existence, relatedness, and growth: Human needs in organizational settings. New York, NY: Free Press
Al-Barznji, J. (2023). The effect of non-monetary incentives & work environment on employee’s job satisfaction. Economic and Environmental Studies, 39 (7), 1-10. https://doi.org/10.25115/eea.v39i7.5223
Ajmal, M. M., Khan, M., & Shad, M. K. (2021). The global economic cost of coronavirus pandemic: Current and future implications. Public Administration and Policy: An Asia-Pacific Journal, 24 (3), 290–305. https://doi.org/10.1108/PAP-10-2021-0054
Anas, M. S., Maddiah, N. A., Eizamly, N. U. E. N., Sulaiman, N. A., & Wee, H. (2020). Key success factors toward MICE industry: A systematic literature review. Journal of Tourism, Hospitality & Culinary Arts, 12 (1), 188-221. https://fhtm.uitm.edu.my/images/jthca/Vol12Issue1/Chap_13.pdf
Kim, H., & Hur, D. (2021). Keeping the competitive edge of a convention and exhibition centre in MICE environment: Identification of event attributes for long-run success. Sustainability, 13 (9), 5030. https://doi.org/10.3390/su13095030
Astakhova, L. V. (2019). The concept of student cognitive culture: Definition and conditions for development. Education Sciences, 21 (10), 89–115. https://doi.org/10.17853/1994-5639-2019-10-89-115
Awedyk, M., & Niezgoda, A. (2016). New opportunities for future tourism after 25 years of political and socioeconomic transformation – foresight in Poland’s tourism planning. Journal of Tourism Futures, 2 (2), 137-154. https://doi.org/10.1108/JTF-05-2015-0031
Azzopardi, E., & Nash, R. (2013). A critical evaluation of importance-performance analysis. Tourism Management, 35, 222-233. https://doi.org/10.1016/j.tourman.2012.07.007
Bacon, D. R. (2003). A Comparison of Approaches to Importance-Performance Analysis. International Journal of Market Research, 45 (1), 1-15. https://doi.org/10.1177/147078530304500101
Bento, R. F., & White, L. (1998). Participants' values and incentive plans. Human Resource Management, 37 (1), 47-59. https://doi.org/10.1002/ (SICI)1099-050X (199821)37:1<47::AID-HRM5>3.0.CO;2-V
Bonner, S. E., & Sprinkle, G. B. (2002). The effects of monetary incentives on effort and task performance: theories, evidence, and a framework for research. Accounting, organizations and society, 27 (4-5), 303-345.
B The Business Research Company. (2022). Global incentive travel market size study, by type (individual travel, group travel), by application (employee, dealer, others) and regional forecasts 2022–2029. Retrieved from https://www.gii.tw/report/bzc1182215-global-incentive-travel-market-size-study-forecast.html
CoffeeTalk. (2024, June 12). Legendary house of Bacha Coffee establishes new era of coffee appreciation. CoffeeTalk. https://coffeetalk.com/daily-dose/for-roasters-retailers/06-2024/103359/
Cooper, M., & Le, A. T. (2008). Vietnam's image as a tourism destination in Japan: An analysis of Japanese travel guidebooks and brochures, and attribute Importance-Performance. Ritsumeikan Journal of Asia Pacific Studies, 25. http://en.apu.ac.jp/rcaps/uploads/fckeditor/publications/journal/RJAPS_V25_Le_Cooper.pdf
Corbisiero, F., & Monaco, S. (2021). Post-pandemic tourism resilience: Changes in Italians’ travel behavior and the possible responses of tourist cities. Worldwide Hospitality and Tourism Themes, 13 (3), 401-417. https://doi.org/10.1108/WHATT-01-2021-0011
Deci, E. L., & Ryan, R. M. (1985). Intrinsic motivation and self-determination in human behavior. Springer Science & Business Media. Retrieved from https://books.google.com.tw/books?hl=zh-TW&lr=&id=M3CpBgAAQBAJ&oi=fnd&pg=PA1&dq=Deci,+E.+L.,+%26+Ryan,+R.+M.+ (1985).+Intrinsic+motivation+and+self-determination+in+human+behavior.+Plenum+Press.&ots=uolCgP8_Z3&sig=DYrIlRhC57Owhp6BY_RYgIBllRA&redir_esc=y#v=onepage&q=Deci%2C%20E.%20L.%2C%20%26+Ryan%2C%20R.+M.%20 (1985).%20Intrinsic%20motivation%20and%20self-determination%20in%20human%20behavior.%20Plenum%20Press.&f=false
Dudin, M., Frolova, E., Gryzunova, N., & Shuvalova, E. (2015). The Deming Cycle (PDCA) concept as an efficient tool for continuous quality improvement in the agribusiness. Asian Social Science, 11 (1), 239-246.
EHL Insights. (2020, August 20). What is MICE? (Meetings, incentives, conferences & exhibitions). Retrieved from https://hospitalityinsights.ehl.edu/what-is-mice
Enger, A., Sandvik, K., & Kildal Iversen, E. (2015). Developing scenarios for the Norwegian travel industry 2025. Journal of Tourism Futures, 1 (1), 6-18. https://doi.org/10.1108/JTF-12-2014-0018
Event-One DMC. (n.d.). The MICE sector: a brief history. LinkedIn. Retrieved from https://www.linkedin.com/pulse/mice-sector-brief-history-event-one/
Feng, M., Mangan, J., Wong, C., Xu, M., & Lalwani, C. (2014). Investigating the different approaches to importance–performance analysis. The Service Industries Journal, 34 (12), 1021–1041. https://doi.org/10.1080/02642069.2014.915949
Fenich, G., Vitiello, K., Lancaster, M. F., & Hashimoto, K. (2015). Incentive Travel: A View from the Top. Journal of Convention & Event Tourism, 16 (2), 145-158. https://doi.org/10.1080/15470148.2015.1022917
First Event. (2022, April 22). 10 Benefits of incentive travel schemes. Retrieved from https://www.firstevent.co.uk/10-benefits-of-incentive-travel-schemes/
Future Business Journal. (2023). Systematic review and research agenda for the tourism and hospitality sector: co-creation of customer value in the digital age. Future Business Journal.
Gawel, J. E. (2019). Herzberg's theory of motivation and Maslow's hierarchy of needs. Practical Assessment, Research, and Evaluation, 5 (1), 11.
Go, F., & Zhang, W. (1997). Applying Importance-Performance Analysis to Beijing as an International Meeting Destination. Journal of Travel Research, 35 (4), 42-49. https://doi.org/10.1177/004728759703500407
Grand View Research. (2024). Global MICE market size & outlook, 2023–2030. Retrieved from https://www.grandviewresearch.com/horizon/outlook/mice-market-size/global
Henderson, H. D. (2020). Plan, do, check, act: Fostering process improvement in young adult programs (Doctoral dissertation, Capella University). ProQuest Dissertations & Theses Global
Incentive Research Foundation & SITE Foundation. (2023). Strong growth projected from 2023 Incentive Travel Index. Meetings & Conventions Asia. Retrieved from https://www.meetings-conventions-asia.com/News/Industry-Reports/Strong-growth-projected-from-2023-Incentive-Travel-Index
Incentive Research Foundation. (2024). IRF 2024 Trends Report. Retrieved from https://theirf.org/research_post/irf-2024-trends-report/
Jang, S.-H. (2018). The Effects of Benefit Sought on Satisfaction and Behavioral Intention of MICE Participants. Asia-pacific Journal of Multimedia services convergent with Art, Humanities, and Sociology, 8 (2), 113-122. https://doi.org/10.35873/AJMAHS.2018.8.2.012
Jeffrey, S. A. (2014). The motivational power of incentive travel: The participant's perspective. Journal of Behavioral and Applied Management, 15 (3), 122–139.
Jones, C., & Li, S. (2015). The economic importance of meetings and conferences: A satellite account approach. Annals of Tourism Research, 52, 117–133. https://doi.org/10.1016/j.annals.2015.03.004
Jeffrey, S. A., & Shaffer, V. (2007). The motivational properties of tangible incentives. Compensation & Benefits Review, 39 (3), 44-50.
Jeffrey, S. A. (2009). Justifiability and the motivational power of tangible noncash incentives. Psychology of Aesthetics, Creativity, and the Arts, 143–155. https://doi.org/10.1080/08959280902743659
Jeffrey, S. A. (2014). The motivational power of incentive travel: The participant's perspective. Journal of Behavioral and Applied Management, 15 (3), 122–139.
Jones, C., & Li, S. (2015). The economic importance of meetings and conferences: A satellite account approach. Annals of Tourism Research, 52, 117-133. https://doi.org/10.1016/j.annals.2015.03.004
Kachniewska, M., Nawrocka, E., Niezgoda, A., & Pawlicz, A. (2012). Rynek turystyczny: Ekonomicznezagadnienia turystyki. Oficyna Wolters Kluwer.
Kahneman, D., Ritov, I., Schkade, D., Sherman, S. J., & Varian, H. R. (2000). Economic preferences or attitude expressions?: An analysis of dollar responses to public issues. In Elicitation of preferences (pp. 203-242).
Leidecker, J. K., & Bruno, A. V. (1984). Identifying and using critical success factors. Long Range Planning, 17 (1), 23-32. https://doi.org/10.1016/0024-6301 (84)90163-8
Lee, J.-S., Choi, Y., & Chiang, C.-H. (2017). Exploring the dynamic effect of multi-quality attributes on overall satisfaction: The case of incentive events. International Journal of Hospitality Management, 64, https://doi.org/10.1016/j.ijhm.2017.04.003
Lee, J. S., & Choi, M. (2020). Examining the asymmetric effect of multi-shopping tourism attributes on overall shopping destination satisfaction. Journal of Travel Research, 59 (2), 295-314. https://doi.org/10.1177/0047287519832373
Li, X., Lu, L., & Chi, C. G.‐Q. (2018). Examining incentive travelers: How motivation affects organizational commitment. International Journal of Tourism Research, 20 (6), 830–842. https://doi.org/10.1002/jtr.2235
Locke, E. A., & Latham, G. P. (1990). A theory of goal setting & task performance. Prentice-Hall, Inc.Mair, J. (2015). Incentive travel: A theoretical perspective. Event Management, 19, 543-552. https://doi.org/10.3727/152599515X14465748512803
Long, R. J., & Shields, J. L. (2010). From pay to praise? Non-cash employee recognition in Canadian and Australian firms. The International Journal of Human Resource Management, 21 (8), 1145-1172.
Martilla, J. A., & James, J. C. (1977). Importance-performance analysis. Journal of Marketing, 41 (1),77-79. http://slunik.slu.se/kursfiler/F%C3%960349/10294.1314/Martilla_James_1977.pdf
Mathibe, I. (2008). Expectancy theory and its implications for employee motivation. Academic Leadership: The Online Journal, 6 (3), Article 8. https://scholars.fhsu.edu/alj/vol6/iss3/8
McInerney, D. (2019). Motivation. Educational Psychology, 39 (4), 427-429. https://doi.org/10.1080/01443410.2019.1600774
Ministry of Economic Affairs Bureau of Foreign Trade. (n.d.). 會展產業 (MICE)介紹. Retrieved February 24, 2024, from https://www.trade.gov.tw/Pages/List.aspx?nodeID=4418
Oh, H. (2001). Revisiting importance-performance analysis. Tourism Management, 22 (6), 617-627. https://doi.org/10.1016/S0261-5177 (01)00036-X
Get rights and content
Patton, M. Q. (2014). Qualitative research & evaluation methods: Integrating theory and practice. Sage publications
Pinho, M., & Marques, J. (2021). The bleisure tourism trend and the potential for this business-leisure symbiosis in Porto. Journal of Convention & Event Tourism, 22 (4), 346–362. https://doi.org/10.1080/15470148.2021.1905575
Qamariah, I., Muchtar, Y. C., & Fadli. (2019). Service Quality of MICE (Meeting, Incentive, Conference and Exhibition) Industry. Proceedings of the 2019 International Conference on Organizational Innovation (ICOI 2019). https://doi.org/10.2991/icoi-19.2019.107
Renko, M., Kroeck, K. G., & Bullough, A. (2012). Expectancy theory and nascent entrepreneurship. Small Business Economics, 39, 667–684. https://doi.org/10.1007/s11187-011-9354-3
Ricci, P., & Holland, S. (1992). Incentive travel: Recreation as a motivational medium. Tourism Management, 13 (3), 288-296. https://doi.org/10.1016/0261-5177 (92)90100-L
Rittichainuwat, B., Laws, E., Maunchontham, R., Rattanaphinanchai, S., Muttamara, S., Mouton, K., Lin, Y., & Suksai, C. (2020). Resilience to crises of Thai MICE stakeholders: A longitudinal study of the destination image of Thailand as a MICE destination. Tourism Management Perspectives, 35, 100704. https://doi.org/10.1016/j.tmp.2020.100704
Ryan, R. M., & Deci, E. L. (2000). Self-determination theory and the facilitation of intrinsic motivation, social development, and well-being. American Psychologist, 55 (1), 68-78. Retrieved from https://selfdeterminationtheory.org/SDT/documents/2000_RyanDeci_SDT.pdf
Sable, K., Roy, A., & Deshmukh, R. (2019). MICE industry by event type (Meetings, Incentives, Conventions, and Exhibitions): Global opportunity analysis and industry forecast, 2018–2025. Allied Market Research
Sampson, S. E., & SHOWALTER, M. J. (1999). The Performance-Importance Response Function: Observations and Implications. The Service Industries Journal, 19 (3), 1–25. https://doi.org/10.1080/02642069900000027
Schunk, D., & DiBenedetto, M. (2020). Motivation and social cognitive theory. Contemporary Educational Psychology, 60, 101832. https://doi.org/10.1016/j.cedpsych.2019.101832
Shinew, K., & Backman, S. J. (1995). Incentive travel: An attractive option. Tourism Management, 16 (4), 285-293. https://doi.org/10.1016/0261-5177 (95)00018-J
Simanjuntak, T., Wijaya, B., Agustinasari, E., Yusri, Y., & Li, Q. (2023). The use of Webqual 4.0 and Importance Performance Analysis (IPA) method for Sriwijaya State Polytechnic International Office website quality. In Proceedings of 6th FIRST T3 2022 International Conference (FIRST-SS 2022) (pp. 76-84). Atlantis Press. https://doi.org/10.2991/978-2-38476-026-8_10
Smithsonian Magazine. (2022). Vietnam’s Harvesting Water Lilies. Retrieved from https://photocontest.smithsonianmag.com/photocontest/detail/harvesting-water-lilies/
Society for Incentive Travel Excellence (SITE). (2024). What is incentive travel? Retrieved from https://siteglobal.com/what-is-incentive-travel
Society for Incentive Travel Excellence (SITE). (2013) Incentive Travel: The Smart Business Proposition. URL: http://www.siteglobal.com/p/bl/et/blogid=6&blogaid=146.
Scorgie, M. (2008). Skiers' and snowboarders' perceptions of the quality of a ski resort in Japan: An application of importance performance analysis and recreation specialization. Lakehead University. https://thesis.lakeheadu.ca/handle/2453/3890
Sood, D., Sajnani, M., & Gautam, P. (2021). Analytical study on Incentive Travel and Motivation. PalArch's Journal of Archaeology of Egypt/Egyptology, 18 (4), 3929-3936.
Sood, D., Sajnani, M., & Gautam, P. (2023). Unlocking the Benefits of Outbound Incentive Travel: A Comprehensive Review Study. International Journal of Professional Business Review. https://doi.org/10.26668/businessreview/2023.v8i4.1655.
Standaert, W., Muylle, S., & Basu, A. (2021). How shall we meet? Understanding the importance of meeting mode capabilities for different meeting objectives. Information & Management, 58 (1), Article 103393.
Tietjen, M. A., & Myers, R. M. (1998). Motivation and job satisfaction. Management Decision, 36 (4), 226-231. https://doi.org/10.1108/00251749810211027
Vroom, V.H. (1964). Work and Motivation. New York: John Wiley & Sons.
Wee, H., Kamarulzaman, N. D., & Anas, M. S. (2022). MICE industry survival: A systematic literature review. International Journal of Academic Research in Business and Social Sciences, 12 (11), 829-852. http://dx.doi.org/10.6007/IJARBSS/v12-i11/15622
Wong, M. S., Hideki, N., & George, P. (2011). The use of importance-performance analysis (IPA) in evaluating Japan's e-government services. Journal of theoretical and applied electronic commerce research, 6 (2), 17-30.
Xiao, L., Wu, J., Tian, Y., Sun, J., Lei, C., & Fang, Y. (2021). Optimizing Budget al.,location for Incentive-Based Active Travel Demand Management Solutions. Transportation Research Record, 2675 (1), 1245-1257. https://doi.org/10.1177/03611981211025512.
Zheng, X. (2018). Research on the Marketing Strategy of MICE Cities Taking Asia as an Example. Advances in Social Science, Education and Humanities Research, 205, 945–956. https://doi.org/10.2991/iccese-18.2018.215