台灣地區旅行業電子商務經營策略之研究

An Exploratory Study on Travel Agent's E-Commerce Strategies

蔡憲唐(Hsien-Tang Tsai) ； 容繼業(Jimmy C. Yung) ； 黃榮鵬(Leo Huang)

《觀光研究學報》 7卷1期 (2001/07) Pp. 47-66

https://doi.org/10.6267/JTLS.2001.7(1)5

摘要

傳統旅行業的角色與地位已被迫改變。現今旅行業者首先必須先了解本身『資源優勢』、所處經營環境與同業間相對『競爭優勢』；之後深思如何採取電子商務經營策略，以獲取『績效優勢』已成為業者經營上首要的課題。換言之，合理的電子商務經營模式可以在旅遊交易過程中(Transaction Process)，讓旅遊消費者、旅行業上游供應商與旅行業者三方在考量『不確定性』與『交易成本』下，如何使消費者達到最佳的旅遊滿意度、旅行業上游供應商與旅行業者皆能賺取合理利潤創造三贏的局面。

關鍵字

網路行銷 ； 電子商務 ； 旅行業 ； 策略

並列摘要

Electronic commerce model has made an impact on the travel industry of Taiwan. There are multiple distribution channels in the Internet while new technology customers have already inclined to buy straight from the supplier's Web site, especially a price-sensitive customer who loves to shop around will remain the natural constituent of an on-line travel agency. In my view, Travel agents should know their resource and competitive advantages; adopting an optimal E-commerce strategy in order to acquire effective performance. Furthermore, considering the market uncertainty and transaction cost; travel agents may construct an optimal transaction model for consumers; related business industry and themselves.

並列關鍵字

Internet marketing ； E-commerce ； Strategy ； Travel Industry