澳門旅遊網站創新商業模式之研究

Abstract

澳門觀光資源豐富，匯聚了四百多年的中西文化交流，反映在許多不同的產業上具與眾不同的風味。澳門除了博彩娛樂外，還吸引了熱愛歷史文物的旅客、熱愛休閒活動的旅客。 本研究選取澳門的網上旅遊業作為研究對象，比較與美國、中國、台灣三地最大型旅行網站的生產週期分析，由三地最大的旅遊業發展狀況暸解目前澳門網上旅遊業的發展趨勢處於那一階段、發展趨勢與全球網上旅行社是否符合，並由此擬定新進入的業者應該掌握那一方面資源並服務那一類型的旅客，填補目前需求尚未被滿足的旅客群，從而建立與競爭對手的差異化，創造競爭優勢。 透過本研究之分析，可歸納出以下三結論： 一、 與美國、中國、台灣的旅遊業比較，澳門旅遊業的生命週期處於成長至成熟期 二、 未來要成為澳門成功的網上旅行社，應發展成為「小而美」的旅遊業者 三、 澳門旅遊網站的功能性較其他地區差，應該旅客的旅遊特性有關

Macau is the perfect crossroad for the meeting of East and West cultures as Macau was ruled by the Portuguese in the early 1550s. Besides gambling in those big casinos, there is lots of entertainment such as historical sightseeing, fortresses and other outlying attractions. This study attempts to compare Macau’s travel websites’ life-cycle with America, China and Taiwan. According to the competitive landscape, one suggestion is that travel website company can utilize the suppliers and competitors as a good complementary in order to succeed in this industry. The findings showed that Macau’s travel websites company is in the growing to mature stage while most of the travel websites tend to be lacking comprehensive functions. The new entrance should develop to be a distinctive player in this market in order to attract travelers which have not been satisfied.