旅行社數位化共享平台建構策略研究

Abstract

數位化已成為不可逆的商業發展趨勢，綜觀我國旅行社數位化程度落後，在面對消費者的購買路徑的改變，旅客對於旅遊型態從過去的團體旅遊趨向深度體驗的自由行，以及大型的線上旅行社和旅遊上游供應商跨業搶佔市場，中小型旅行社如不因應時勢進行數位化的轉型，將在上下衝擊的情勢下被市場淘汰。 本研究旨在找出旅行社數位化發展的痛點，並且藉由其他產業以平台發展來輔助中小型企業數位化的個案研究，提出一個創新的商業模式，具有規模經濟、資源共享和使組織能夠在新市場建立立足點的的特點，協助中小型旅行社提升數位能力，提高向上游供應者的議價能力，並且能依據消費者需求的數據分析，設計出獨特的產品與服務，運用數位工具接觸到正確的目標族群，開拓業務增加營收，讓數位轉型達到實質上的效果。

Digitalization has become an irreversible trend in business development. Overall, digitalization process is comparatively backward in the industry of travel agencies in Taiwan. If the small or medium travel agencies don’t catch up the speed in digitalization transformation, they will be eliminated by the market due to the following impacts （1） consumers have gradually shifting shopping channels, （2） travelers’ have changed their mode of travel habits from group guided tour to advanced Foreign Independent Tour （self-guided tour）, and （3） giant online travel agencies（OTA） and upstream suppliers aggressively seize market share by doing cross industry business. This research is to identify the pain points in the travel agencies’ digitalization development, and to offer a creative business model that not only has the economy scale, resource sharing but also the characteristic of being able to survive in the new market. This model helps the small or medium business to improve their digital ability, to increase the quoting negotiation skills with upstream suppliers, and to design an unique product and service according to the data analysis from consumer’s needs. Digital tools enable the travel agencies to make contact with the right target market that eventually boost up sales revenue and make this digital transformation more effective.