旅遊體驗平台之商業模式創新研究：從市場缺口到專業旅遊攝影服務的價值創造

Abstract

隨著全球旅遊市場從團體旅行轉向自由行，體驗型旅遊需求快速成長，消費者不再滿足於「到此一遊」的景點打卡，而是希望透過深度參與、當地互動與個人化服務來創造獨特的旅遊回憶。然而，現有主流旅遊體驗業者雖成功吸引大量用戶，卻仍存在供應商品質參差不 齊、客戶服務回應速度不佳等共同問題。同時，社群媒體的興起使旅客對高品質視覺內容的 需求大幅提升，89%的旅客使用社群媒體獲取旅遊靈感，但現有服務在專業攝影服務方面存 在明顯空缺。本研究採用混合研究設計，結合個案研究法與問卷調查法，輔以次級資料分析。 理論基礎整合體驗經濟理論、平台經濟、商業模式創新理論。透過個案研究法深入分析 Klook、 KKday、GetYourGuide 三大旅遊體驗業者的營運模式，探討各業者的價值主張、客戶關係、 收益模式等核心要素。問卷調查部分設計「Wanderlens 市場需求與用戶體驗問卷調查」，成功收集150份有效問卷，調查對象為過去一年內至少使用過三大業者之一進行跨境自由行預 訂的旅客。 透過對三大旅遊體驗業者的深入分析，發現各業者儘管各具特色，均面臨客戶服務回應 速度與解決能力有限、價格競爭依賴折扣促銷、在地化程度不足、使用者忠誠度相對不足等 共同挑戰。問卷結果則發現 60.0%的受訪者承認拍照技術有限，69.3%期待當地隱藏景點的探 索與拍攝，91.4%對攝影師兼具文化嚮導角色表示興趣。雖然僅 12.7%的受訪者曾使用過專業旅遊攝影服務，但使用者滿意度高達 100%，65.3%的未使用者表示有興趣嘗試，顯示市場潛力巨大。 本研究提出創新旅遊攝影服務「Wanderlens」的完整商業模式。核心價值主張為「專業攝 影與深度文化體驗的雙重價值整合」，將攝影師培養為文化嚮導，提供從拍攝前諮詢到後期 處理分享的完整服務，Wanderlens 有機會在競爭激烈的市場中開拓藍海，為旅客創造真正難 忘且有意義的旅遊體驗。 關鍵字:旅遊體驗平台、專業攝影服務、體驗經濟、商業模式創新、藍海策略

As the global tourism market shifts from group travel to independent travel, the demand for experiential tourism is rapidly growing. Consumers are no longer satisfied with "sightseeing" check-ins at tourist spots, but instead hope to create unique travel memories through deep participation, local interaction, and personalized services. However, while existing mainstream travel experience operators have successfully attracted large numbers of users, they still face common problems such as inconsistent supplier quality and poor customer service response times. Meanwhile, the rise of social media has significantly increased travelers' demand for high-quality visual content, with 89% of travelers using social media to obtain travel inspiration. However, existing services have obvious gaps in professional photography services. This study adopts a mixed research design, combining case study methodology with questionnaire surveys, supplemented by secondary data analysis. The theoretical foundation integrates experience economy theory, platform economy, and business model innovation theory. Through case study methodology, this research conducts in-depth analysis of the operational models of three major travel experience operators - Klook, KKday, and GetYourGuide - exploring the core elements of each operator's value proposition, customer relationships, and revenue models. The questionnaire survey section designed the "Wanderlens Market Demand and User Experience Questionnaire Survey," successfully collecting 150 valid questionnaires from travelers who had used at least one of the three major operators for cross-border independent travel bookings within the past year. In-depth analysis of the three major travel experience operators reveals that despite each having distinct characteristics, they all face common challenges including limited customer service response speed and problem-solving capabilities, price competition dependent on discount promotions, insufficient localization, and relatively low user loyalty. Questionnaire results found that 60.0% of respondents admitted to having limited photography skills, 69.3% expected exploration and photography of local hidden attractions, and 91.4% expressed interest in photographers who also serve as cultural guides. Although only 12.7% of respondents had used professional travel photography services, user satisfaction reached 100%, and 65.3% of non-users expressed interest in trying such services, indicating tremendous market potential. This study proposes a complete business model for the innovative travel photography service "Wanderlens." The core value proposition is "dual value integration of professional photography and deep cultural experience," cultivating photographers as cultural guides and providing complete services from pre-shoot consultation to post-processing and sharing. Wanderlens has the opportunity to explore blue ocean markets in the highly competitive landscape, creating truly unforgettable and meaningful travel experiences for travelers. Keywords: Travel Experience Platform, Professional Photography Services, Experience Economy, Business Model Innovation, Blue Ocean Strategy