台灣傳統旅行社之全球目的地發展策略：以L公司為例

Abstract

因為供應鏈、資訊鏈、服務鏈複雜，但營業額、毛利貢獻度卻相對偏低，因此，目的地旅遊只是過去傳統旅行社附加服務的一環，甚至很多傳統旅行社根本不提供這項服務。但是在網路時代來臨之後，觀光旅遊型態快速從團體遊轉向自由行，傳統旅行社也開始覺醒，紛紛投入目的地旅遊的經營。 但此時市場競爭態勢已經非常不利於傳統旅行社，因為旅遊新創公司專注只做一件事，以高效率的執行力，透過API串接，快速擴張產品數；再以大量補貼有效搶佔市佔率，加上活潑、多元的行銷活動建立品牌印象。傳統旅行社在競爭上，似乎找不到突破點。 但傳統旅行社是否真的毫無優勢可言？本研究旨在探討在台灣旅遊產業情勢變化的當下，傳統旅行社如何在目的地旅遊領域找到具有優勢的競爭策略。選擇Business Model Canvas、Porter five forces analysis、SWOT Analysis、STP理論等不同的管理、行銷理論模型，全面性的檢視傳統旅行社在目的地旅遊領域的強弱之處。 最後，再將這些管理、行銷理論模型套入L公司，逐一檢視、分析、比對L公司在產品、通路、行銷的優劣處，讓L公司可以瞭解有哪些優勢尚未運用？或是需要執行哪些方案才會產生優勢？有哪些劣勢應該消除或降低？或是需要執行哪些方案才能消除或降低劣勢？進而提出L公司未來在發展目的地旅遊時的最佳競爭策略建議。

Because the supply chain、information chain、service chain is complex, but the turnover, gross margin contribution is relatively low, therefore, destination travel is only an add-on services of traditional travel agencies in the past.Even many traditional travel agencies do not provide this service at all. But after the advent of the internet era, the pattern of sightseeing and tourism quickly from group inclusive tour to foreign independent tour, traditional travel agencies also began to wake up, have put into the operation of destination tourism. But at this time the market competition situation has been very detrimental to the traditional travel agencies, because the travel start-up company is focused on doing, with efficient execution, through API serial, rapid expansion of the number of products; Traditional travel agencies in the competition, it seems that they can not find a breakthrough point. Is traditional travel agencies really have no advantage? The purpose of this study is to explore how traditional travel agencies can find competitive strategies in the field of destination travel at a time when the situation of Taiwan's tourism industry is changing. Choose from different management, marketing theory models such as Business Model Canvas、Porter five forces analysis、SWOT Analysis、STP theory，and so on, and examine the strengths and weaknesses of traditional travel agencies in the field of destination travel. Finally, then these management, marketing theory model into the L company, one by one to examine, analyze, compare the L company in the product, channel, marketing advantages and disadvantages, so that L company can understand what advantages have not been used? Or what options need to be implemented to generate an advantage? What disadvantages should be eliminated or reduced? Or what programs need to be implemented to eliminate or reduce disadvantages? This goes on to suggest the best competitive strategies for L company's to developing destination travel.