摘要
在網路尚未發達的年代，消費者如果想要旅遊，習慣親自登門前往實體旅行社，向專員諮詢旅遊行程並現場簽約購買，抑或是透過電話向旅行社專員諮詢旅遊行程，並以傳真方式簽約購買。隨著網路興起，旅行社紛紛架設起自己的官網，消費者可以在家裡透過網路瀏覽旅遊行程資訊，這使得旅遊消費的途徑改變—消費者不一定要聯絡專員，於線上即可簽約購買行程。市場上也漸漸地出現以OTA型態成立的旅行社，它們將傳統旅行社的業務全面線上化，減少實體門市的成本，以網路做為營業基礎。一些主打「目的地旅遊」的網路預訂平台也相繼成立，例如同於2014年成立之Klook及KKday，它們使得旅遊商品逐漸「即時化」(能夠隨時買賣)、「碎片化」(具備高度多樣性)，帶給消費者更多選擇。伴隨著連網裝置的普及、廉價航空的興起，促成了「自助旅遊」（又稱自由行）的普及。然而，一場2020年初爆發的新冠肺炎，徹底凍結了全球的旅遊產業，在產業斷鏈之時，對於私人導遊利基市場，本研究是否能提出一套新的商業模式，幫助他們在往後的後疫情時代建立更加鞏固的商機、創造更多元的價值？新的商業模式是否能在發展品牌、商譽之餘，給予自由行旅客足夠的信賴與保障？ 本研究鎖定自由行中「聘請在地私人導遊」之利基市場，深入了解消費者聘請私人導遊之動機與決策時面臨的困難，找到未被解決之問題，進一步提出「導遊媒合平台」之構想，試圖以科技注入的方式建造一個創新的商業模式，為消費者及導遊雙方解決問題，最後才是藉此商業模式之運作獲利。透過設計媒合平台，吸引交易雙方加入達到規模經濟，同時創造信任感與幸福感，讓每一件媒合成功的生意都能再度吸引雙方回流，持續使用該平台創造價值，實踐「價值循環創造」之理想。
並列摘要
In an era when the Internet is not fully developed, consumers who want to travel are accustomed to visiting physical travel agencies in person, consulting the travel commissioners and signing contracts. Also, consumers might choose to consult the travel commissioners over the phone and sign contracts via fax. As the growth of the Internet, physical travel agencies start building up their own official websites, leading consumers to browse travel packages at home. Such has changed the way of travel consumptions. Consumers do not have to contact a commissioner to sign an online purchase. Aside from the booming of travel official websites, OTAs (Online Travel Agents) have gradually stood out in the market such as ezTravel and Startravel. These OTAs transfer traditional business into the cloud, running their business mainly online, which causes a huge decline of brick and mortar cost. Some online booking platforms focusing on “destination-oriented travel” have also emerged such as Klook and KKday in 2014. They make travel commodities become more instant to buy/sell and more fragmented to choose, bringing consumers more choices. With the wide spread of various internet gadgets and the popularity of LCCs (low-cost carriers), independent travels (travelling alone) have become universal. However, a newly discovered virus (Covid-19) outbreaks in early 2020 causes the global tourism industry to freeze and to suffer great loss. As the chain of tourism industry breaks, is it possible to propose a new business model for the personal-local-guide niche market to consolidate their business and to create more value when facing the near post-pandemic period? Can such new business model bring enough trust and guarantee for independent travelers while accumulating branding and goodwill? This research targets the niche market of “hiring personal local guides” in the era of independent travels and investigates the motivation and strategic difficulty of consumers. Once their unfulfilled needs are spotted, a new proposal of “guide-matching platform” has come up as a solution. By applying technology, a brand new business model has been established to deal with problems among consumers and local guides. By that time, profits are earned to survive the platform itself. With the assistance of the matching platform, the number of consumers and local guides reach the status of economies of scale. Within every successful matchmaking, more trust and heart-touching feelings are evoked, which urges more repurchases and keeps the platform generating value. Finally, an ideal of Value Creation Cycle is inaugurated.
參考文獻
延伸閱讀
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