躉售旅行業之策略類型對通路關係之影響

本文是首篇整合策略類型與通路關係之研究，旨在探討躉售旅行業者之策略類型對其通路關係之影響。首先依據文獻建構旅行業策略類型、通路管理、關係行爲與關係承諾等變數之間的因果模式，並且提出研究假設，其次調查台北市273家零售旅行社之經理人，再以線性結構關係模式(LISREL)進行實證分析。研究結果顯示，採用成本領導策咯之躉售旅行業者較不傾向於契約規範，但仍運用協調與支援等通路管理方式；而採用差異化策略之業者則傾向於契約規範、協調與支援等通路管理方式；另外，採用集中化策略之業者亦運用各種通路管理機制來維繋通路關係。文中亦發現躉售商採用不同的通路管理方式確實會影響旅行業之間的關係行爲；而不同的關係行爲亦會影響零售商的關係承諾。本研究驗證了躉售旅行業者之策略類型對其通路關係之影響的理論架構，期望研究發現能提供躉售商制定策略之參考，並協助業者研擬適當的通路管理機制以及發展有效之關係行爲，俾建立旅行業者之間長遠的夥伴關係。

關鍵字

旅行業；策略類型；通路關係

並列摘要

The purpose of this study is to investigate the effects of wholesalers' strategies on channel relationships. It is anticipated that strategies will influence channel management, relational behavior, and relationship commitments. This study based on existing literature, first establishes a conceptual framework of how strategies impact channel relationships and research hypotheses. Next LISREL was utilized to conduct an empirical analysis, and to examine the effects of wholesalers' strategies on channel relationships. The subjects were travel retailers whose head offices were in Taipei. The results of this study indicate that travel wholesalers employing a cost leadership strategy are more likely to engage in coordination and support; travel wholesalers employing a differentiation strategy are more likely to engage in contract, coordination and support; travel wholesalers employing a focus strategy are likely to engage in channel management. Channel management positively affects inter-organizational relationship behavior. Relationship behavior positively affects travel retailers' commitment toward wholesalers. The study validates the theoretical structure of strategies on channel relationships, and also provides suggestions about long-term relationships for travel industry.

並列關鍵字

Travel agency ； strategy ； channel relationship

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