觀光旅行業商業模式破壞之研究

本研究目的在於探討東南旅行社發展商業模式破壞的策略，以及具體做法，理論的構面包含價值主張、資源、流程、獲利公式，藉由商業模式破壞理論架構，以訪談的方式，分析東南旅行社之經營模式，並提供建議。研究結果顯示，由於近年來資通訊技術的發展，造成遊客在旅行習慣上的改變，而業者為了因應這樣的轉變，在確認目標顧客後，擬定對應的價值主張，並搭配組織特有的資源以及流程，和適合的獲利公式後，創造了「APP」和「行銷策略組合」這兩項商業模式破壞，配合觀光客習慣的方式，來增加其使用率，並用多角化經營的方式增加行銷策略的組合來增加組織競爭力，應用上述策略搭配觀光局政策，創造觀光旅行業的商業模式破壞，將原本的產品以全新的形式呈現在觀光客面前，並提升其所獲得的價值。

關鍵字

訪談法；破壞性創新；商業模式

並列摘要

The purpose of this research is to study the Destructive Innovation Business Model of Southeast Travel and the actual implementation. Under the Destructive Innovation Business Model framework, this study will examine the value proposition, the allocated resources, the new processes, and the profit formula of Southeast Travel. The research shows a drastic change of customer behaviors due to the rapid development of information communication technology. To respond to the change, Southeast Travel has proposed a corresponding value proposition and integrated in-house resources, processes, and a new profit formula to create ＂APP＂ and ＂Strategic Marketing Combo＂ to disrupt existing business models on the market. To accommodate the buying behaviors of customers, the frequent usage of APP is expected. Along with the policies of National Tourism Bureau, the combination of diversification and marketing strategy will disrupt current business models on the market and create a new form of tourist products to receive the values deserved.