一間旅行社要如何推出與競爭者相異且具有競爭力的產品，旅遊產品的規劃與設計，扮演著相當重要的角色；其中的關鍵要素即是：旅遊產品企劃人員 (Tour Planner, TP) 。現階段，實務界中許多衡量的對象，多以探究旅遊產品的企劃、包裝為主，並無對TP人員作其他能力之探討；且無從瞭解產品企劃人員與其他產業從業人員之差異。此外，對於人員過去之相關研究，至今仍付之闕如、鮮少探討。本研究由第一線觀點出發，瞭解產品企劃人員應具備的職能項目，並建構具有信、效度的旅遊產品企劃人員職能模型。先以質化方法─深度訪談、焦點團體及文獻回顧方式，瞭解產品企劃人員應具備的職能；再透過探索性因素分析與驗證性因素分析，將121位產品企劃人員，分屬兩階段進行職能模型的建構以及信效度檢驗。本研究發現，專業的產品企劃人員應具有極佳廣度與深度知識，而非僅單純探討旅遊當地的人文地理；若擁有如推廣能力，才能準確將產品傳達至對應的目標客群。此外，與飯店業差別在於，飯店管理人員往往重視現場管理的職能，與產品企劃人員類似幕後規劃角色有極大的差異。期望未來企業可透過此職能模式，導入相關訓練課程，並能在招募徵才方面，聘用更適合擔任旅遊產品企劃的人才。

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