旅遊資訊仲介網的規劃與營運

本研究探討旅遊消費者的資訊搜尋與方案評估，和旅行業者的行銷組合，並分析旅遊資訊仲介網的現行功能與營運模式，綜整出符合消費者旅遊資訊需求、並協助旅行業提高銷售的網站功能，並為旅遊資訊仲介網提出可行的營運規劃。本研究透過消費者焦點團體座談，和旅行業行銷主管和資訊仲介網站經營者的深度訪談以蒐集暨分析資料。本研究發現，賣方的資訊聚合、資料處理、內容比對、評價推薦、交易促進、價格協商等網站功能，都是消費者亟需但市場欠缺的服務；在可行的獲利模式部分，若旅遊資訊仲介網能提供撮合功能，讓業者以較低的行銷費用接觸到準客戶，便能創造更多的交易佣金；行銷服務證實已是可行的獲利模式，但網站經營者必須謹慎分配組織資源，以免因為人力抽調去做行銷服務而影響到網站的經營與發展。

關鍵字

海外團體旅遊；旅遊網站；資訊仲介

並列摘要

The main purpose of this study is to define the travel information requirements of consumers, find out feasible operational plan for travel infomediary and the website functions to boost sales performance for travel agencies through combining research findings in three areas-understanding of how consumers perform information search and evaluation of alternatives during their decision-making process; mix tools of marketing by travel agencies; and analysis of current website functions and operation patterns of travel infomediary websites in the market. The study collected and analyzed data through focus group discussion and in-depth interviews with marketing managers from travel agencies and owners of travel infomediary websites. The study revealed that the pressing service needs of consumers are as follows: information aggregation of seller, data processing, content matching, evaluation/recommendation, and match/negotiation. However, none of these functions has been provided by existing websites in the market. As for profit patterns, if the travel infomediary website can utilize matching function for the travel agencies to approach potential customers at lower costs, more transaction commission can thus be created. Marketing service is a proven profit pattern, but website owners must be prudent when allocating organization resources. Website operation and development shouldn't be hindered by transferring manpower to the marketing service section.