旅遊電視購物配銷通路策略指標之建構

To Build the Indicators of Distribution Channel Strategy for Travel Shopping Channels on TV

朱嬿平(Yen-Ping Chu)

指導教授 ： 黃榮鵬

國立高雄餐旅大學/餐旅學院/旅遊管理研究所在職專班/碩士(2008年)

https://doi.org/10.6825/NKUHT.2008.00003

摘要

旅遊產品是電視購物頻道經營下成功銷售產品之一，透過電視媒體將無形的旅遊產品轉換成有形具體的形象，讓消費者對旅遊行程內容有更充分的了解，因此成功的電視購物通路被旅行業者視為具有潛力發展的優勢。本研究目的在探討旅行業運用電視購物作為配銷通路之現況，以及針對產業環境、經營策略、產品策略、通路策略等四大構面建構旅遊電視購物配銷通路策略之衡量指標。

本研究擬採用「德爾菲法」調查與建構旅遊電視購物配銷通路策略之指標因素，總共進行三回合的德爾菲法調查，總共訪談20位來自各不同背景的專家業者。研究結果發現旅遊電視購物配銷通路指標之四大衡量構面，共34項指標因素；最後透過文獻相關資訊的蒐集與專家群之意見，建構完成旅遊電視購物配銷通路策略之指標。

研究結果可提供旅行業者瞭解旅遊產品採用電視購物為配銷通路時決定策略之參考，重視旅遊電視購物通路並且擬定合適的配銷通路策略指標是當下刻不容緩的事，因有助於旅行業提升競爭優勢並且掌握環境、善用資源，追求企業經營的致勝之道，以促使旅行業蓬勃發展之目的，也期能將研究結果提供給旅行業者在實務操作面上做參考，進而達成企業目標以及顧客滿意的雙贏局面。

關鍵字

旅遊 ； 電視購物 ； 旅行業 ； 德爾菲法 ； 配銷通路

並列摘要

The traveling product is one of successful products on the television shopping channels. The invisible and unseen traveling product is transformed into visible images through the television media to inform consumers the contents of the travel products. By this transformation method, the travel agent considers television shopping a great potential growth as a sales and distribution channel on the market.

This research is aimed to provide present view of television shopping as sales and distribution channel for travel product, as well as the views on four strategies in order to form standardized points of measuring a successful travel product sales and distribution channel. These four strategies are industrial environmental, management , product and distribution channel strategy.

There were twenty experts interviewed for this research and they are all from different background. Three times of Delphi method are applied together with the above measurable points derived from four strategies and interview results. These result of research contain a final 34 measurable target points in forming a travel product sales and distribution channel strategy.

This research result can be used as reference for travel agent and business stockholder when making decision of using TV media as one of sales and distribution channel for Travel product. It is vital to set eyes on TV shopping as a potential sales；distribution channel, at the same time planning and making appropriate business strategy with the resources provided in this research. By doing this, it will increase the competiveness of business on the market, providing a better customer service and encouraging a growth in tourism industry. This is called a win-win situation for both business and customer.

並列關鍵字

Travel ； TV shopping ； Delphi method ； travel agent ； channel

參考文獻

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