- 期刊
自行車旅遊套裝行程行銷策略分析－以捷安特旅行社為例
Analysis of Marketing Strategy for Bicycle Tour Package A Case Study of Giant Tour Agency
摘要
觀光休閒產業是國外成長最快的經貿項目之一，而在觀光與運動二項的結合行銷之下，除了提高整體的吸引力與附屬價值外，更能推動了相關產業的發展。在國內的運動觀光發展上也能看到其共同點，在政府相關政策推動之下，臺灣正以成為自行車島邁進，而巨大集團成立的捷安特旅行社，透過規劃性的主動性運動觀光旅遊套裝行程，結合臺灣四面環海的美麗景色，將自行車運動與觀光旅遊業合而為一，帶動了國人的自行車運動風潮。本文主要目的在探討捷安特旅行社的自行車旅遊套裝行程行銷策略分析，本文採用經常使用的SWOT分析，包含分析優勢（Strengths）、劣勢（Weaknesses）、機會（Opportunities）與威脅（Threats）；休閒產業的行銷7P，包含產品（Product）、價格（Price）、通路（Place）、促銷（Promotion）、人員（Personnel）、實體設備（Physical equipment）、服務流程（Process），進行經營策略初探，其結果發現在捷安特專業品牌形象及創新的客制化行程會影響顧客的購買意願，而專業的服務品質更是顧客回流及介紹新顧客的來源。本研究由於針對單一個案公司作初步訪談及分析，外部效度較不足，未來研究可同時比較多家業者的內部優劣勢、採用的行銷策略及其績效的差異，對業者提供更多經營上的建議，也冀望提供未來產官學界不同的參考點及看法，讓臺灣的運動觀光與運動產業市場能再加以創造效益。
並列摘要
Industry of tourism and leisure is one of the most growing economic phenomenon in foreign countries. A marketing combination of tourism and sports not only enhances overall attraction and added value but also promotes the development of related industries. In Taiwan, the development of sport tourism shares the same idea. Specifically, with the official promotion of related policies, Taiwan is transforming into a biking island. Giant Tour Agency (GTA), established by Giant Bicycles, weaves biking and tourism together into one organized and active tour package with the breathtaking scenery of the island country, leading to a domestic biking trend. The study adopts SWOT analysis and the marketing theory of 7Ps of leisure industry to investigate management strategy. The result indicates that customers' purchase intention is influenced by the public image and customized tour package of the GTA. Furthermore, professional service results in high customer return rate and attracts more potential customers. However, external validity of this study is not convincing enough because the study only focused on one company. Future research is suggested to analyze advantages and disadvantages of companies and the difference between adopted marketing strategy and effectiveness for tourism business. In addition, the study also serves to provide government, industries, and academia with diverse viewpoints to improve sport tourism and sport industry market.