跨境電商對深度旅遊的影響：以T旅行社為例

The Influence of Cross-Border E-Commerce on Taiwan In-Depth Tour: A Study of T-Company

蔡佳惠(Chia-Hui Tsai) ； 蔡尚悳(Shang-Te Tsai) ； 葉燉烟(Duen-Yian Yeh) ； 吳俊賢(Chun-Hien Wu) ； 林季樺(Chi-hwa Lin)

《休閒產業管理學刊》 11卷2期 (2018/09) Pp. 65-90

https://doi.org/10.6213/JLRIM.201809_11(2).0004

摘要

2016年臺灣政府組成「寶島通跨部會推動小組」，規劃建置全國最大跨產業電子商務平台「寶島通服務平臺」，藉以擴增觀光產業的跨境網路交易市場；同時，近幾年來外國旅客來臺深度旅遊已逐漸受到重視。在此兩種情勢下，傳統旅遊業者正面臨創新轉型的決策點。基於此，本研究擬以專營結合跨境電子商務和深度旅遊的T旅行社為個案研究對象，採用質性分析及深度訪談方法，希冀能萃取其創新作為與營運經驗，以做為臺灣旅行業創新轉型之參考。研究發現包括：（一）T旅遊社以讓世界看見臺灣的企業價值為主軸，設計獨特的體驗行程，讓外籍旅客可更深入地接觸及熟悉風俗民情；（二）T旅行社以自創的跨境電子商務運作模式結合深度旅遊行程規劃，透過外籍遊客需求的提出與充分討論，成功地為每一位遊客設計出「T式」客製化深度旅遊行程；（三）臺灣的跨境電子商務結合深度旅遊尚處於起步階段，需要業者的創新與政府的協助；（四）臺灣擁有豐富的觀光資源和景點，在邁向觀光大國的策略訴求下，專業、完整且具故事性的深度旅遊行程規劃還需再強化。最後，本研究提出部分建議，希望可供各界參考。

關鍵字

跨境電子商務 ； 深度旅遊 ； 質性分析 ； 深度訪談

並列摘要

Taiwan's government formed an inter-ministerial promotion group to plan and build a national cross-industry e-commerce platform, Treasure Island Service Platform, in 2016, for the purpose of amplifying the cross-border network market of tourism industry. In addition, in recent years, in-depth tour has received more attention. Therefore, the traditional tourism industry has been faced a decision time point for innovation and transformation. Based on these situations, this study aimed at extracting the innovation and operational experiences of cross-border e-commerce and in-depth tour combination from the case study on T-company. This study used a qualitative analysis method and in-depth interview as research tools. Research findings include: (a) The tours of T-company were designed to display Taiwan's enterprise value and uniqueness, which provide foreign visitors with a deeper contact on Taiwanese customs and habits; (b) T-company created their own cross-border e-commerce mode of operation by combining with in-depth tour itinerary planning, putting forward by the foreign tourist demand and full discussion, and successfully designing a ＂T style＂ customized in-depth tour for each visitor; (c) The mode of cross-border e-commerce combined with in-depth tour is still in its infancy. It is needed the innovation of the tourism industry and the help of the Government; (d) Taiwan has rich tourist resources and attractions. For the policy of becoming a tour country, more professional, complete, and narrative in-depth tour itinerary planning is needed. Finally, this study proposed several recommendations for reference.

並列關鍵字

cross-border e-commerce ； in-depth tour ； qualitative analysis ； in-depth interview

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