旅遊供應鏈協同商務平台之建構

The Construction of Collaborative Supply Chain of Travel

廖逸民(Yi-Ming Laio) ； 陳建和(Chien-ho Chen)

《休閒產業與健康促進學術研討會》 2018 (2018/06) Pp. 169-177

摘要

雖然電子商務儼然成為現時商業之主流，在旅遊產業中仍有約7成的出境旅客係透過2000餘家小型旅行社安排旅遊行程。在高度競爭的旅遊市場中，網路銷售仍不敵傳統通路，舉凡航空、旅館及旅遊等產業在電子商務萌芽時，似乎尋覓到了新契機；實際的產業環境顯示旅遊業真正的戰果並不存在網路中（Online），而是在實體市場中(Offline)。顯然B2B供應鏈仍具價值，且能滿足規模經濟需求；此結果造成被認為會消失的小型旅行社存活了下來，不容忽視。因應旅遊目的的多樣化需求，加諸高自主性的旅遊方式已成主流；基於上述產業趨勢及旅遊業之特殊性，本研究著重於探討並改善既有旅遊供應鏈，並利用ICT科技建構協同商務系統，提供小型旅遊業者使用，藉此提升運營績效，增加客戶滿意度。期建立品牌價值，且價值共享，以符合旅遊業之特性。本系統之建立係基於既有航空配銷系統實務經驗及O2O概念，建構廉價航空協同商務系統，並結合旅遊保險，透過小型旅行社推介給出境旅客。本系統結合供應鏈管理建立協同商務平台，研究成果可強化小型旅行社之關係行銷，共享供應鏈，同時達成開源及節流之效果，樹立旅遊產業新模式。

關鍵字

供應鏈 ； 協同商務 ； O2O ； 關係行銷 ； ICT ； 體驗經濟

並列摘要

Although e-commerce has become the major stream of modern business, about 70% of outbound travelers still rely on the service of small travel agencies. In a highly competitive tourism market, the performance of online sales are still not sufficient as traditional channels, where industries such as airlines, hotels, and tourism related seem to find new opportunities to develop revenue when e-commerce raised. The actual performance of tourism shows that the real revenue does not exist yet in the online (Online), but in the physical market (Offline). Obviously, the B2B supply chain still has value and can meet the demands of economic scale; this result has led to the survival of small travel agencies supposed disappeared and could not be ignored. In response to the diversified needs of tourism purposes, tourism with high autonomy has become the mainstream; based on the mentioned trends and the unique of tourism, this study focuses on exploring and improving the existing tourism supply chain, by using ICT technology to build up collaborative systems, which are used by small-scale tour operators, to improve operational performance and increase customer satisfaction. Create brand value and share value in order to meet the characteristics of the tourism industry. The establishment of said system is based on practical experience of the existing aviation distribution system and O2O concept, the construction of a low-cost airline collaborative system, and combined with travel insurance, through travel operators to promote to the passengers traveling abroad. This system combines supply chain management to establish a collaborative commerce platform. The research results can strengthen the relationship marketing of small travel agencies, share the supply chain, and simultaneously achieve the effects of open source and throttling, establishing a new model for the tourism industry.

並列關鍵字

Supply chain ； Collaborative commerce ； O2O ； Relationship marketing ； ICT ； Experience economy