後新冠疫情時代甲種旅行社之機會與威脅

近年來隨著國人生活水準與休閒觀念的提升，對於國內外旅遊活動的需求日增，使得旅行業也隨之蓬勃發展。然而，在2020年初，受到新冠肺炎疫情的影響，各國政府實施了許多公共衛生措施以防止疫情蔓延。區域封控、國境管制與隨著疫情擴散不斷提高的防疫規格讓民眾連日常生活都受到影響，更遑論要進行旅遊活動，導致旅遊業一夕間受到重創。其中，在台灣占比最高的甲種旅行社業者面對這波疫情更是首當其衝，紛紛尋求轉型以等待疫情的趨緩。而隨著各國開始走向與疫情共存，台灣也逐步解禁各項公衛措施並開放國門，但對於旅行社來說，疫情的衝擊似乎尚未看到終點，對於後疫情時代的旅遊業的發展也多抱持著觀望的態度。因此，本研究透過專家訪談法，針對甲種旅行社業者進行訪探，目的在了解疫情期間業者做了哪些努力去維持旅行社的經營，以及對於後疫情時代有什麼樣的展望與期待。研究結果顯示，疫情使旅行社經營的企業流程產生許多的改變，並且這些改變預期也不會隨著疫情的結束而回到過往的經營模式。除此之外，邊境管制的解除也不會讓旅遊業立即恢復過往的榮景，並且有著更多過往所不曾面對的問題對於整體經營來說會是新的挑戰。研究結果不僅有助於在學術上對於疫情前後台灣甲種旅行社經營模式的改變有更深入的了解，實務上也有助於業者在面對後疫情時代時調整經營模式的依據。

關鍵字

甲種旅行社；旅遊產業；組織變革；新冠肺炎；經營策略

並列摘要

In recent years, as the concept of leisure has increased, the demand for domestic and international travel activities has grown, resulting in a booming travel industry. However, in early 2020, the impact of the Coronavirus Disease 2019 (COVID-19) pandemic led governments to implement numerous public health measures to prevent the spread of the epidemic. Regional closures, border controls, and escalating epidemic prevention standards have affected people’s daily lives, not to mention their travel activities, which causing a severe blow to the tourism industry. The class-A travel agencies, which accounts for the largest share of Taiwan’s travel industry, has been the first to be hit by the epidemic, and has sought to transform in order to wait for the epidemic to subside. As countries began to coexist with the epidemic, Taiwan gradually lifted the ban on public health measures and opened the border, but for travel agencies, the impact of the epidemic seems to have not yet seen its end, and they are also taking a wait-and-see attitude toward the development of tourism in the post-pandemic era. Consequently, this study was conducted to find out what efforts the class-A travel agencies made to maintain their business during the epidemic and what their outlooks and expectations are for the post-pandemic era through interviews. The research results show that, the epidemic has caused many changes in the business processes of class-A travel agency operations and that these changes are not expected to return to the old business model with the end of the epidemic. In addition, the lifting of border controls will not immediately restore the tourism industry to its former glory, and there are more issues than ever before that will pose new challenges to the overall operation. The results of the study not only help to gain a deeper understanding of the changes in the business model of Taiwan class-A travel agencies before and after the epidemic, but will also help to provide a basis for operators to adjust their business strategies in the post-pandemic era.