出境主題旅遊事業之經營與發展策略分析 —以L公司為例

Abstract

自從1979年開放國人出國觀光，至1990年廢除出入境許可規定後，國人出境人數年年攀升： 1988年—破100萬出境人數 2012年—破1000萬出境人數 2018年—破1500萬出境人數

隨著出境人數年年攀升，旅遊業蓬勃發展，在2000年網路興起前，資訊不對稱及各國入出境大多有簽證管制，自遊行難度很高，這樣的環境讓旅遊業能有非常好的利潤。隨著時代變遷，這些條件不復存在，加上OTA崛起，旅遊業進入了低毛利時代。主題旅遊是一個提高產品單價及獲利，創造產品區隔差異的藍海策略。 本研究探討L公司主題旅遊所處的產業環境及關鍵要素、主要競爭者分析、事業組合及該公司主題旅遊競爭策略。本研究使用波特五力分析方法，分析主題旅遊基本競爭態勢，從公應商、購買者、潛在競爭者、替代品及行業內競爭者狀況予以分析。由此，研究L公司對主題旅遊四大類別的發展，找出各類產品的競爭發展策略，及從事業組合分析中提出各類產品應該如何投入發展。 依本研究，人文藝術主題應該要放棄廣大一般性市場，走向高端、區隔、差異化，健力L公司的品牌印象，提升品牌價值；自然生態主題旅遊是否放棄經營，把資源投入其他具有潛力的主題類別? 遊輪旅遊透過包船業務持續拉大與競爭對手的差距，運用強大的品牌、通路與充足的現金流，構築牢不可破的進入障礙；運動旅遊要持續投入資源，持續市場領導地位，是L公司主題旅遊的明星商品。 旅遊活動的普及，已經從奢侈品轉為生活必需品，旅遊活動不會減少，只是隨著環境的改變(社會環境、產業環境及科技運用)。旅遊經營者需要轉型，資訊透明化讓產品元件銷售走向系統機制化服務，讓套裝團體產品走向更細緻化、高單價的主題旅遊服務。量化產品靠機制，降低人工服務，提高單位毛利要靠區隔差異的主題包裝，主題旅遊的發展將是各旅行社未來的發展方向。

Since the lifting of the travel ban in 1979 through 1990, the number of passengers traveling abroad has increased annually: 1988—the passengers' head counts exceeded 1 million 2012—the passengers’ head counts exceeded 10 million 2018—the passengers’ head counts exceeded 15 million Along with the growing of the passengers traveling abroad, the difficulty of gathering travel information, strict visa restrictions to different countries in the early 2000 pre internet era, traveling without a tour was difficult so the tour profit was high. With the changing time and the growing of OTA, the travel industry has gone into a low profit era. Themed travel is a new travel product to make high quality and high profit in the Blue Ocean Market. This is a research of the industry surrounding, critical components, major competitor analysis, business portfolio, and themed travel strategy of L company. Using the Porter five forces analysis analyzing the basic competitors of themed travel through Supplier, Consumer, Potential Competitors, Alternatives and Competitors in the industry. Thus, studying L company’s 4 divisions developments in themed travel, finding a solution of development through the competitive development strategy and business portfolio analysis. According to this study, Humanities and art themed travel should give up the broad and general market, focus on high end, differential, segment, develop branding for L company. Maybe they should give up natural ecosystems themed travel and gather more resources to other type of themed travel that has more potential. Cruise themed travel is using not only solely chartered cruise to increase the gap between the competitors, but also the strong branding, sales, and cash flow to build a firm wall not letting competitors breach. Sports themed travel needs to continue to increase the resources to keep the leading spot in the industry and still maintain the all star status in L company’s themed travel. Traveling is getting more and more affordable and shifting from luxury to daily needs. Travel products will not decrease, but will reform through time. Travel agencies need to transform, such as travel components API; travel tours needs to be more detail customized even themed packaged. Quantity travel products needs to be more systematic and lower the people service involvement. Themed travel is definitely the future for the new travel.