傳統旅行社、線上旅行社暨比價網站之比較研究——兼論消費者之偏好

本文主要研究內容為四部分，分別是傳統旅行社在面對資訊不對稱下降如何應對；線上旅行社如何用破壞式創新搶占原有旅行市場；線上比價網站在技術的發展和OTA的發展過程中如何產生，消費者偏好在旅行社形態變動下如何變動。傳統旅行社在面對網際網路的發展轉型是非常關鍵的。傳統旅行社一開始的發展是建立在資訊不對稱的基礎上，因學習曲線優勢讓傳統旅行業者在處理旅行業務方面有專業性和熟悉程度，但網絡的發展使得資訊不對稱下降。線上旅行社從破壞式創新的方式開發新的市場。對傳統旅行社而言，他們更注重具有高利潤的消費者，而OTA利用網路將剩餘消費者的不同偏好需求整合，努力滿足大部分旅行潛在客戶的需求，使得OTA快速打開旅遊市場。線上比價網站利用元搜索引擎的功能，將不同OTA的產品放在同一網站上進行比價，方便消費者了解不同產品的資訊並節省消費者搜尋比價時間。以此來獲取不同的消費者剩餘。在消費者偏好方面研究重點放在消費者購買旅行產品行為的世代差異和隨著時間變動所產生的變化。引入問卷調查方法，著重比較不同世代的消費者在購買旅行產品時的偏好購買方式，了解零零後、千禧世代和X世代以及嬰兒潮一代的消費偏好方式的不同。並調查同一世代的消費者十年前後消費行為的差異。

關鍵字

傳統旅行社；線上旅行社；比價網站；消費者偏好

並列摘要

The main content of this paper is four parts, which are how traditional travel agencies respond to the decline of information asymmetry; How online travel agencies use destructive innovation to seize the travel market; How meta search engine generate during the development of technology and the development of OTA; And how consumers' preferences changed under the changes in the shape of travel agencies. The transformation of traditional travel agencies are critical. The development of traditional travel agencies was based on information asymmetry. Because of the learning curve, traditional travel operators have familiarity in dealing with travel issues. However, the development of the network has led to a decline in information asymmetry. Online travel agencies develop new travel markets from disruptive innovations. Traditional travel agencies are more focused on high-margin consumers, and OTA uses the Internet to integrate the different preferences of the remaining consumers, trying to meet the needs of travel potential customers The meta search engine put different OTA products on one website, so consumers can get the information from different OTA as soon as possible.Meta search engine could get different consumer surplus. Research on consumer preferences focuses on generational differences in consumer behavior of buying travel products and changes over time.