後疫情時代中小型旅行社行銷組合策略之因應-以A旅行社為例

本研究旨在探討後疫情時代中小型旅行社在旅遊業受到巨大衝擊的情況下，如何透過利基行銷去因應並重新定位與調整行銷組合策略，去建立競爭優勢，以獲得目標市場的青睞。本研究以個案公司旅行社為例，透過訪談專家學者和目標客群的消費者及相關次級資料去進行機會與威脅(O/T)的探討，及針對個案公司的優勢與劣勢(S/W)分析，據之再檢視行銷策略(STP)及重新制定後疫情旅遊行銷組合策略，使其在競爭激烈的環境中透過研究後的客製化與差異化旅遊產品突圍。本研究將導入資訊科技以整合行銷組合策略 (7P)，經過個案分析後，本研究有下列重要發現： 1.打造客製化旅遊產品及創新服務，乃是強化個案公司核心競爭力的重心。 2.後疫情時代的旅遊業，提供差異化旅遊體驗和價值是去滿足顧客需求的要務。 3.科技數位化在行銷組合策略中的導入，有助旅行社尋找新市場及提升關注度。 4.中小型旅行社之服務證據描繪提供檢視服務流程並使得服務人員迅速了解。 5.後疫情時代行銷服務之定位策略利於找尋新市場。

關鍵字

後疫情時代；中小型旅行社； SWOT分析； STP分析；行銷組合策略(7P)

並列摘要

The aim of this study is to explore how small and medium-sized travel agencies can respond to the significant impact on the tourism industry in the post-pandemic era. It examines how niche marketing can be utilized to reposition and adjust marketing-mix strategies in order to establish a competitive advantage and gain favor from the target market. This study takes a case company, a travel agency, as an example and explores the opportunities and threats (O/T) through interviews with experts, scholars, and consumers from the target market, as well as relevant secondary data. It also conducts a strengths and weaknesses (S/W) analysis specific to the case company. Based on these findings, the study examines the marketing strategy (STP) and redefines the marketing-mix strategy for post-pandemic tourism, aiming to differentiate and customize travel products to thrive in a highly competitive environment. The study integrates information technology into the marketing-mix strategy (7P). Through the analyses of the case, this study reveals the following significant findings: 1. Strengthening the competitive advantage of the case company in the target market relies on creating customized travel products and innovative services. 2. In the post-pandemic era of the tourism industry, offering customized services is essential to meet customer demands. 3. The integration of technology and digitization in marketing-mix strategies helps travel agencies discover new markets and increase visibility. 4. Service evidence portrayal for small and medium-sized travel agencies provides a clear view of the service process and enables service personnel to understand it promptly. 5. Positioning strategies for marketing services in the post-pandemic era are conducive to identifying new markets.