智慧觀光平台顧客關係管理之探討

Customer Relationship Management in Smart Tourism Platform

謝謹如(Chin-Ju Hsieh)

《運動知識學報》 15期 (2018/07) Pp. 22-32

摘要

隨著智慧型載具的普及與資訊技術的發展，使得觀光平台的竄起，同時數據顯示，61%的旅行者通過智慧型手機規劃行程，說明智慧觀光平台在旅遊搜尋與安排上具有相當的重要性。在競爭激烈的市場環境之下，如何保持與既有顧客間的良好關係，以及發掘潛在的客戶群，均為驅動顧客關係管理之主要因素。本文經文獻回顧後，將強化顧客關係之方法類型列為以下四種：一、財務性連結；二、社交性連結；三、客製化連結；四、結構性連結，並以此為主要分析架構，探討智慧觀光平台之顧客關係管理。研究結果發現觀光科技化之際，善用上述四種關係連結，並結合科技的力量，能有效強化使用者的認同感與黏著度，吸引再度消費，更能藉此良好互動關係形成正向生態圈，最終使平台與平台使用者達到互利互惠的長遠發展。本文根據研究結果，擬出以下幾點建議：一、運用科技以消弭財務性連結之缺口；二、追求智慧觀光平台卓越的網路外部性；三、深耕市場區隔提供使用者專屬貼心服務；四、打造高端的附加價值服務以提升使用者轉換成本。以作為未來相關企業組織在經營與規劃智慧觀光平台之顧客關係時之參考。

關鍵字

智慧觀光 ； 觀光平台 ； 關係連結

並列摘要

With the development of internet and information explosion, travel platforms are emerging. Also, data shows that 61% travelers would like using smart phones to plan travel schedules, which describes smart tourism platform plays a very important role in travel searching and planning. In this very competitive market environment, how to keep and maintain existing customer relationship, and develop the potential customers are the key elements of customer relationship management. According to literature reviews, there are five types of components for enhancing customer relationship: financial bonds, social bonds, customized bonds, structural bonds. This study will use these four bonds to explore the customer relationship in smart tourism platform. The research shows that when smart tourism platform makes good use of the above four bonds and combines with technology, it can not only strengthen the user loyalty and build up the positive eco-system, but also achieve long-term mutual benefit. Based on the results, there are four following suggestions: First, the use of technology to eliminate the gap of financial bond. Second, to pursue excellent network externality of smart tourism platform. Third, to use market segment to provide personal services. Last, to keep providing the services which are with exclusive adding value to raise up the user switching cost. These suggestions are the references for future related corporations who want to operate and organize customer relationship in tourism platform.

並列關鍵字

Smart tourism ； tourism platform ； relationship bonds