後疫情時期台灣旅行業經營策略之研究—以T公司為例

A Study on the Operational Strategy of Taiwan’s Travel Industry in the Post Covid Era-A Case of T Company

陳少甄(Shao-Jhen Chen)

指導教授 ： 林江峰

淡江大學/商管學院/國際企業學系國際企業創新管理碩士在職專班/碩士(2022年)

https://doi.org/10.6846/TKU.2022.00805

摘要

2020年爆發了全球性傳染疾病新冠病毒，此疫情至2022年中尚未趨緩。其中受到最大打擊的非旅行業莫屬，在這期間許多的旅行業者都已停業或倒閉，政府補助的紓困條件也愈來愈嚴苛，台灣又以中小型旅行業者為大多數，皆已撐不過這波疫情，顯然現在旅行業的生存已是到了谷底了。
但是，疫情終究是會有趨緩的一天，旅行是人類的天性，當疫情趨緩、各國邊境解封，預期世界各國都將會有一波報復性旅行，這時唯獨最後生存下來的旅行業者，自然就是贏家。唯有能夠洞悉商機、預見未來的經營者，才能對抗這疫情帶來的威脅。然而，這需要企業經營者能看透現況，並且能夠在適當時機來改變其企業之商業模式，和利用swot分析來為企業列出現有的優勢和劣勢及環境帶來的威脅，以便應對，加上五力分析來作為企業經營的決策該如何擬訂，為未來之商機鋪路。
本研究旨在瞭解探究在後疫情時期台灣旅行業之發展現況，研究者利用個案分析及資訊融入的方式，探討後疫情時台灣旅行業經營策略之研究。旅行社依主要業務內容分有：躉售旅行社、直售旅行社/遊程承攬旅行社、特殊旅遊旅行社、簽證中心、票務中心、訂房中心、航空公司、網路旅行社、境外旅遊業務、境內旅遊業務。其中個案分析將以旅行業之上游廠商「訂房中心」來做為研究，因訂房中心其客戶大多數都是中小型旅行業，因此可以從訂房中心之營收來綜觀旅行業現有的狀態。
本研究發現，疫情對中小型旅行業者之傷害，遠大於公開訊息。依照 T 公司 2020 至 2022 年第一季營收衰退 95%以上，意味其來往中小型旅行社幾乎完全停頓、停業和停薪。故此波疫情確然重創旅遊業。而國內、外旅行業者也將面臨重大的經營策略變革。但體質良好的業者，在這次的危機中也可視為轉機，利用此疫情來重新調整策略，準備接收疫情後，別人撤退的市場，並可藉此來擴大其營運規模。

關鍵字

台灣旅行業 ； 新冠疫情 ； 個案分析 ； swot分析 ； 五力分析 ； 經營策略

並列摘要

In 2020, the infectious covid-19 broke out across the globe, and this outbreak has not subsided until mid-2022. The one that has been hit the hardest is the travel industry, during which many of its owners have gone out of business. The conditions of government subsidies have also become more and more stringent, and Taiwan, with small and medium-sized travel operators as the majority, has been unable to withstand this wave of the epidemic, and it is clear that the survival of the travel industry has now reached the bottom.
However, after all, the epidemic will slow down one day, travel is the nature of human beings, when the epidemic slows down, the borders of various countries are unsealed, it is expected that all countries in the world will have a wave of retaliatory travel, then only the last surviving travel industry will naturally become the winner.
Only owners who can see business opportunities and foresee the future can fight the threat posed by the epidemic. However, this requires that business operators be able to see through the current situation, and be able to change the business model of their enterprises at the right time, and use swot to analyze existing strengths and weaknesses for enterprises and the threats posed by the environment in order to cope with them, plus five force analysis as how to formulate decisions for business operations, and pave the way for future business opportunities.
This study aimed to understand the development of Taiwan's travel industry in the post-epidemic period, and used case study and integrated information in it to explore the business strategy of Taiwan's travel industry in the post-epidemic period. Among them, since most of the customers of the reservation center are small and medium-sized travel industry in the case study, this study takes upstream manufacturer of the travel industry "reservation center" as the research subject, to review the current state of the travel industry, and analyzes it as one of the sources of data for this study.
This study found that the harm of the epidemic to small and medium-sized travel operators is far greater than that shown by public information. According to T company's revenue decline of more than 95% from of 2020 to the first quarter in 2022, it means that small and medium-sized travel agencies are almost completely closed and suspended. Therefore, the epidemic has indeed hit the tourism industry hard. Domestic and foreign travel operators will also face major changes in business strategies. However, businesses with good conditions can regarded this crisis as a turning point. They can use this epidemic to readjust their strategies and prepare to accept the market that others have retreated after the epidemic, and can use this to expand their operation scale.

並列關鍵字

Taiwan's travel industry ； small and medium-sized enterprises ； government policies ； tourism ； COVID-19 ； case analysis ； swot analysis ； five forces analysis ； business strategy

參考文獻

英文文獻

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