台灣旅遊產業發展趨勢與服務模式創新 —以日華旅遊為例

Abstract

過去對於旅遊產業的相關研究，大多只針對旅遊景點或以消費者觀點(滿意度、再訪意願等)，為研究對象個別研究，並且多以量化研究為主，卻鮮少以質性方式探討台灣旅遊產業的發展歷程。 旅遊業經常受政治、經濟榮枯、社會、疾病、季節、天然災害等外在因素影響甚鉅。尤其近代科技進步後，甚至直接造成整個旅遊型態的大幅變動。本研究以歷史研究法分析，根據重大歷史事的時間軸，探討旅遊業之演進與趨勢。 然而，全球的旅遊活動從過去團體旅遊的團進團出，進展至機票加酒店的自由行，甚至Mini tour、客製化以及主題化等，早已呈現多元的豐富面貌，而後加上技新創的大舉投入，創新的比價系統與元件商自主崛起的加入戰局，對傳統旅行社更是造成極大的衝擊。 本研究以產業價值鏈、經營模式、五力分析、價值網與策略平台等觀點分析旅遊業之概況。並以日華國際旅行社自身的經營實證中，探討旅行社的商業模式、旅遊產品、行銷模式、獲利來源以及主要競爭者之變遷。進而衍生出旅遊文化之九大趨勢、旅遊行為之七大循環、消費者感知上之七大需求以及旅行社因應之四大創新模式。進而推導出一個創新管理圈，藉此強化經營管理績效、提高競爭力、提升專業的服務、強化異業聯盟與加速發展電子商務能力。

The earlier researches on the tourism industry were mostly focused on the local attractions or tourists, such as customer satisfaction, intent of re-visiting, etc. There were also some studies analyzed the advantages of implementing web page in tourism industry. Most of the above-said research are quantitative. The qualitative study on the development of Taiwan’s tourism industry is rare. The development of tourism industry is significantly influenced by the external factors, including, but not limited to political, economic, society, epidemic, season, natural disasters, etc. The continuous and speedy technology revolutions also have substantially impacted many industries and tourism industry is not able to stay away from the wave. This study is based on the research of history method by exploring the impact on the tourism industry in accordance with the time series of major historical events. The global tourism activities are getting more and more diversify which can be observed from the changes of options offered to the tourists: initiated from group tour, then tourists self-organized tour (air-tickets plus hotels) or Mini tour and now further upgrades to customized or theme tour. Furthermore, with the technology innovation, customers are able to plan their tours via on-line bidding system which attracts system providers to join the tourist business. This technology revolution creates competitions to the traditional travel agencies significantly. This study analyzes the ecosystem of tourism industry by means of industrial value chain, business model, five forces analysis, value chain and strategic platform. This study further explores the travel agency’s business model, product, marketing strategy, the profit stream and the main changes of the competitors by applying China International Travel Service's as a study case. Base on the analysis, this study derives the nine major trends of the tourism culture, seven cycles of the tourism behaviour, seven expectations of consumer perceptions and the four innovative models of the travel agencies in response to the industry renovation. This study further defines an innovative management circle to strengthen business performance management, improve competitiveness, enhance professional services, strengthen the industry alliance and accelerate the development of e-commerce capabilities.