- 期刊
後疫情時代旅行業如何建構本身動態能力－以台灣最大旅行社雄獅個案為例
How the Travel Industry Builds Its Dynamic Capabilities in the Post- Pandemic Era -- A Case Study of Lion Travel, the Largest Travel Agency in Taiwan
摘要
本研究採用動態能力觀點，以台灣最大旅行社雄獅個案為例，運用3P（組織流程process、資產定位position、營運路徑path）再加上AI、物聯網（IoT）大數據資訊網路之分析架構（即3P+1A），探討旅行業在後疫情時代如何建構出有別於疫情前的動態能力，以追求持續性競爭優勢。主要研究發現有四點，第一、後疫情時代透過個案公司展開組織流程再造、資產重新定位，重塑營運路徑、發展數位智慧平台等轉型活動，建構出個案公司市場導向之感知能力、組織學習之應用能力、資訊網絡之關係能力與溝通協調之整合能力等四項動態能力。第二、個案公司希望能結合政府的力量把台灣行銷出去，讓整個旅遊的產業會更好外，也讓個案公司能成為台灣旅遊業的台積電。第三、結合美學創造旅遊價值。旅遊產品如能以在地深度化為導向，並融入設計美學，則更能贏得消費者的青睞。第四、科技數位轉型勢在必行。政府為疫後旅遊強化數位行銷，強烈建議旅行業者疫後旅遊數位化、智慧化已成未來趨勢。
並列摘要
This study adopts the dynamic capability viewpoint and takes the case of Taiwan's largest travel agency, Lion, as an example. Using the 3Ps (organizational process, asset position, and operational path) plus the analysis framework of AI and the Internet of Things (IoT) information network (i.e., 3P+1A), the study explores how to build up its own dynamic capability in the travel industry in the post-pandemic era in pursuit of sustainable competitive advantage. The main findings of the study include four points. First, in the post-pandemic era, through organizational process reengineering, asset repositioning, reshaping operation paths, and developing digital intelligence platforms, the case company have constructed four dynamic capabilities, including the ability to perceive market orientation, the ability to apply organizational learning, the ability to relate to information networks, and the ability to integrate communication and coordination. Second, the case company hopes to combine the power of the government to market Taiwan, so that the entire tourism industry will be better, and so that the case company can become the TSMC of Taiwan's tourism industry. Third, to combine aesthetics to create tourism value. If tourism products can be oriented to local depth and incorporate design aesthetics, they will be more likely to win the favor of consumers. Fourth, the digital transformation of technology is necessary. The government has strengthened digital marketing for post-epidemic tourism, and strongly recommends that travelers digitize and smarten their post-epidemic trips, which has become a future trend.