CAJ | 학술논문

奖励旅游起源于西方，具有激励与示范的社会功能。中国经济的快速发展将促进其潜在需求市场的繁荣。国内外现有研究多基于供应方视角下的目的地选择、竞争力评价、经济影响及组织策划服务等，基于企业需求方的研究还较少。文章在对16家企业奖励旅游相关负责人进行半结构化深度访谈的基础上，归纳出目前市场需求的3种类型：激励型奖励旅游、奖励性质的商务差旅、福利型的奖励旅游，并从运作制度化、需求定制化、收益关注度3方面分析了特征与差异；进一步分析了管理者个人决策导向、组织社会制度的力量及组织社会影响的顾虑对组织需求的影响，指出组织市场的阶段性与不确定性制约着产业发展，需要引导需求、培育市场。
장려여유기원우서방，구유격려여시범적사회공능。중국경제적쾌속발전장촉진기잠재수구시장적번영。국내외현유연구다기우공응방시각하적목적지선택、경쟁력평개、경제영향급조직책화복무등，기우기업수구방적연구환교소。문장재대16가기업장려여유상관부책인진행반결구화심도방담적기출상，귀납출목전시장수구적3충류형：격려형장려여유、장려성질적상무차려、복리형적장려여유，병종운작제도화、수구정제화、수익관주도3방면분석료특정여차이；진일보분석료관리자개인결책도향、조직사회제도적역량급조직사회영향적고필대조직수구적영향，지출조직시장적계단성여불학정성제약착산업발전，수요인도수구、배육시장。
The notion of incentive travel comes from the West, and it plays an important role in motivating employees. In China, incentive travel is still a new idea, and the specific details vary widely from case to case. This empirical study examines cases of local organization of incentive travel in Guangzhou municipality. From a review of the literature, it is evident that studies thus far have focused on the choice of destination, evaluating eompetiveness, and analyzing the economic impact of incentive travel; this subject has rarely been investigated from the perspective of demand. Thus, to address this deficiency, the present study made a systematic examination oforganizational marketing from the demand perspective. This study was based on semi-structured deep interviews with professionals selected from 16 organizations, covering different industries, including the insurance, auto, medical, pharmaceutical, energy, and manufacturing industries. The interviews were recorded and transcribed, with the authors completing almost 30,000 written characters of text. After analyzing the interview content, this study identified three types of incentive travel in China： travel for motivating employees （Type 1 ）, travel as a business reward by an organization （Type 2）, and travel for the employees＇ welfare （Type 3 ）. We found that many differences existed in the institutionalized operation, customized services, and degree of attention devoted to return on investment （ROI）. Type 1 was found to be similar to internationally recognized incentive travel, for example, where there is a fixed budget that derives come from a predicted income, a clear standard for selecting those who qualify for such travel, and an assessment criterion is made with respect to ROI. However, the other two types were very different. Type 2 was found to be more casual both with regard to the selection of participants and to the details of travel plans. Type 3 was oriented toward all employees, and it was also undertaken very occasionally by trade unions on behalf of their members. The most important reason behind the above differences was how the participants regarded incentive travel. If the expenses were not paid by the participants themselves, then the travel was indeed thought of as incentive travel; if the participants did pay, it was not considered incentive travel. Based upon this understanding, we distinguished our three types of incentive travel in China today. This paper also explores the influencing factors regarding the differences among the three types： these are the decision-maker＇s inclination, the power of the institution, and concerns about social influences induced by taking incentive travel. With Type 1, the ＇greater the power of the institution, the more the incentive travel followed normalized procedures. With Type 2 and Type 3, there was a greater influence of the decision-maker＇ s inclination and more concerns about social influence; incentive travel followed less normalized procedures. From the above facts, it is evident that the incentive travel market is complex and diverse in China. Unlike in Western countries, where incentive travel is merely a management tool to motivate employees toward achieving higher commercial goals, incentive travel in China is related more to personal inclination, government policies, and social concerns about the negative influence produced by taking such travel. Finally, the authors summarize three stages in the growing organizational market： the spontaneous stage, empirical stage, and institutional stage. The spontaneous stage is one that organizations enter having little experience, and it is featured by Type 2 and Type 3 ; the empirical stage means that organizations have gained some experience, and it features all three types; the institutional stage signifies mature operations and it features Type 1. For a while, all three stages exist simultaneously, but the movement is gradually made from the spontaneous stage to the institutional stage. This market for incentive travel should be promoted under the government＇ s lead because the value of such travel goes far beyond relaxation and sightseeing. It is more about mutual understanding, physical health, and humanistic care for employees. It is also a long-term strategic investment for an enterprise. Incentive travel should receive greater attention when the government is formulating social policy; otherwise, the rigid demand on group consumption will leave only travel for other purposes given the rapid growth in China＇ s economic development.