台灣地區承接大陸人士來台旅行社之經營策略

A Study on Business Strategies for Operating Mainland China Group Inclusive Tours in Taiwan Travel Agencies

張惠雁(Hui-Yen Chang)

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(2009年)

https://doi.org/10.6825/NKUHT.2009.00006

摘要

兩岸交流蓬勃發展，隨著政策的開放，台灣於西元2008年7月開放第一類大陸人士赴台觀光旅遊，為兩岸觀光發展之重要里程碑。在兩岸特殊政治情節下，發展出獨特之產業環境，不論在政策面、經濟面、社會面、技術面，台灣觀光業都面臨著與以往截然不同的經營環境，而經營大陸人士來台之旅行業在這波開放的大浪中，可謂首當其衝。本研究目的在於探討經營大陸人士來台旅行業之發展現況，並瞭解旅行業經營環境的變化，擬定適合企業生存之經營策略，保持競爭優勢。本研究透過深度訪談，探討台灣地區經營大陸人士來台旅行社之發展現況，及未來可行之經營策略。經由兩回合德爾菲法問卷，收斂專家業者之意見，整合出總體產業環境之因素，根據美國管理大師Porter之競爭策略理論，發展出台灣地區經營大陸人士來台旅行社經營策略，即全面成本化策略、差異化策略、專精化策略，經由SWOT分析，提供未來經營大陸人士來台之旅行社經營策略擬定之參考。研究結果可提供旅行業者瞭解產業環境之現況，作為企業決定經營策略之參考。並指出目前旅行業者經營所面臨的問題，可供政府及相關部門擬定政策之參考。同時藉由外部及內部因素之分析，建構出企業選擇競爭策略之評量因素，有助於旅行業者提升競爭優勢並掌握環境、善用資源，追求企業經營的最適策略。

關鍵字

大陸人士來台 ； 旅行業 ； 經營策略 ； 德爾菲法

並列摘要

The cross-Taiwan-strait exchange is now in a booming as the gradual opening-up in government’s policy is on the way; Taiwan has approved on July 2008 the first type “Mainland China visitor to Taiwan” for travel purpose, which is an important milestone to the tourism development across the strait. Unique industry environment is developed under the special political situation across the strait; no matter in policy perspective, economic perspective, social perspective and technical perspective, Taiwan’s tourism industry has to face with totally different operation environment than ever before; and the tourism industry operating Mainland China visitors to Taiwan has to stay in the front line in this wave of great opening-up. The main objective of this study is to investigate the current development status of tourism industry operating Mainland China visitors to Taiwan and to understand the change of business environment of the tourism industry so as to make business operation strategy proper for the survival of the enterprise and to maintain the competitive advantage. In this study, in-depth interview is used to investigate the current development status of Taiwan’s travel agencies in operating Mainland China visitors to Taiwan and the feasible future business operation strategies. After two rounds of Delphi questionnaire survey, the opinions from experts and travel agencies are converged and summed up with the environmental factor of the entire industry; according to the competitive strategy theory from the management master of USA, Porter, the business operation strategies for travel agencies in Taiwan for operating Mainland China visitors to Taiwan are developed, that is, overall cost leadership strategy, differentiation strategy and focus strategy; after SWOT analysis, the result can be used as reference by the travel agencies operating Mainland China visitors to Taiwan in preparing the business strategies in the future. Moreover, the research result can be used by the travel agencies in understanding the current status of the industry environment and as reference for the agencies in deciding the business operation strategies. Meanwhile, in this study, the problems currently faced by the tourism industry in business operation have been pointed out, which can be used as reference by the related departments in the government for the preparation of policy. Furthermore, through exterior and interior factor analysis, the assessment factor for the selection of competitive strategy by the enterprise is constructed, which will be helpful to the tourism agencies in enhancing their competitive advantages and in seizing the environment; finally, they can take good use of the resource to pursue the optimal strategies for the business operation.

並列關鍵字

Mainland China Visitor to Taiwan ； Travel Agent ； Business Strategy ； Delphi Method

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