近年來，隨著經濟的發展，國⺠所得不斷的提升，⼈們可供⾃由⽀配的時間增加，台幣升值，加 上出國觀光⼿續不斷簡化、國際觀光市場強⼒促銷，以及⺠國76 年10 月政府開放赴大陸探親觀光等， 政府在88 年實施隔周休，又在90 年全面實施周休二日等多重因素的影響下，更帶動了國⼈休閒娛樂 的風潮，國⼈出國旅遊的⼈數逐年激增。 由於觀光⼈數成⻑，旅⾏社業者競爭激烈，⾏銷活動推陳出新，該如何在旅⾏社同業間佔有⼀席 之地，且需舉辦促銷活動，提高公司曝光率，並且提高旅⾏社市場占有率。旅⾏社業者為了滿足消費 族群，需要不斷提升服務品質，吸引消費者再購意願。 本研究以醒吾科技大學有向旅⾏社直接購買旅遊產品經驗之大學四技日間部學生，在旅⾏社購買 旅遊產品之消費者意服務滿意度作為研究探討主題，透過研究方法與研究設計，結果顯示本研究的理 論模型可獲得⽀持，顯示PZB 五個構面之間，確實有著互相影響的關係。本研究發現旅⾏社服務品 質，對大學生購買旅遊產品之消費意願有顯著正向影響，而在實務上本研究希望能透過定量的研究， 協助旅遊業，在設計旅遊產品時能以顧客的觀點來進行設計，了解哪些因素會影響顧客在旅⾏社購物 的態度，同時了解其應加以重視的地方，除了旅遊的套裝旅遊服務品質之外，旅遊網站服務品質也⼀ 樣要重視，讓旅遊業者具備更大的競爭優勢，以提供最符合需求之產品或服務給消費者。

In recent years, along with economic development, a wide range of factors such as: continuously increasing national income, increasing available leisure time, NT dollar appreciation, simplified procedures for traveling abroad, strong international tourism market promotion, the resolution of ROC government in October 1987 for Mainland tourists to visit relatives, government’s weekly rest announcement in 1999, and the implementation of two-day weekends from the year 2001 have considerably driven people’ entertainment trend and dramatically stimulated the annual number of people traveling abroad. Due to the growing number of tourists, intense travel industry competition, and marketing activity innovations, it is important to know how to occupy a place in the tourism industry, organize and conduct promotional activities, improve organizations’ visibility, and increase travel agencies’ market share are important concerns. Therefore, in order to satisfy consumers, it is of great need for tourism industry to continuously improve services to attract customers’ repurchase intention. As such, this study aims to take Hsing Wu University’s students with direct tourism product purchase experience from travel agencies to be main research samples to explore consumers’ service satisfaction. Through research methods and study design, the results support the proposed theoretical model and prove the mutual influential relationships among PZB’s five dimensions. The study finds that travel agencies’ service quality has a significant positive impact on university students’ tourism product consumption willingness. In practice, this study hopes to effectively assist the tourism industry in designing tourism products according to customers’ point of views. It is noteworthy that in addition to travel packages’ tourism service quality, tourism website service quality also needs more focus in order to create greater competitive advantages for the tourism industry to provide consumers with the most satisfactory products or services.