The Influence of Service Performance in Group Package Tours on Tourist Loyalty toward Travel Agencies: An Application of Analytic Hierarchy Process

In recent years, group package tours (GPT) have become the main mode of travel among Asian. This research conducts a series of expert interviews and applies the Analytic Hierarchy Process (AHP) to understand the importance and weight priority of the Sectors, Factors and Items of outbound GPT in Taiwan. Through the literature review and expert interviews, GPT content is divided into four sectors, namely travel agent services, transportation, hospitality services, and entertainment, which are further divided into ten factors and 42 items. The results show that travel agent services is the most important sector (weight = 0.375), followed by hospitality services (0.347), transportation (0.183), and entertainment (0.095). The results of the regression analyses also indicate that the levels of GPT content performance will positively affect the levels of tourist satisfaction with a travel agency, which will then influence their trust and loyalty toward it.