後冠狀病毒時代之旅行業新興市場開發－以公寓大廈為例

時值新型冠狀病毒蔓延下，造成消費信心崩潰及各國限制出國情況下影響層面已逐步蔓延全球觀光旅遊業，並出現旅行社倒閉潮，「危機就是轉機」即是旅行業對於新興市場開拓，「網路平台」建置為旅行社建立業務及發展品牌的觸角延伸，為後冠狀病毒時代對旅行市場機能困境逐漸復甦，而走向正常營運，可為開拓新興市場最快速且有效的方法。潛在市場的發覺，利用網路技術建構跨領域產業結合，本研究探討網路平台做為發展傳統行銷理論結合創新的思維模式，因此，針對物業管理高階管理者做深入訪談。研究結果發現旅行社應尋求新通路策略以提高消費者意願，且善用資訊平台的媒介功能以改變消費者消費決策，最後善用物業管理公司進行分眾行銷且補足服務缺失。

關鍵字

旅遊資訊平台；公寓大廈；旅行社轉型趨勢

並列摘要

At the time of the coronavirus outbreak, it impacted the collapse of consumer confidence and the restrictions on overseas travel have gradually spread to the tourism industry worldwide, and there is a wave of travel agency closures as well. ＂The crisis is a turning point＂ is that the travel industry should expand and exploit the emerging markets. The construction of the ＂Information Platform＂ is an extension of the business and brands for this industry in the post-coronavirus era. Furthermore, it can be the fastest and most effective way to open up emerging markets. Based on the discovery of potential markets and the use of Internet technology to construct cross-field industry integration, this study explores the use of Internet platforms as the re-development and innovative of marketing strategy. Therefore, in-depth interviews with senior managers of property management are conducted. The results of the study found that travel agencies should seek new channel strategies to increase consumers' willingness, and make good use of the media functions of the information platform to change consumer decision-making, and finally make good use of property management companies to sell and make up for the lack of services.