網際網路的蓬勃發展改寫了旅行業的歷史,由於旅行業是個高資訊傳輸的行業。1998年時因為金融危機發生,使得大多數的旅遊網站業者因為在不了解整個網路經濟體制下的運作模式及旅行業的特性,因而多數發生了財物週轉失靈而倒閉的跡象。此時,許多旅遊網站業者才開始了解,不斷的隨波逐流,只會無形的降低本身的競爭優勢,適者生存是不變的法則,經過這幾年的發展,能夠因應網際網路的快速變動而生存下來的旅遊網站寥寥無幾,有鑑於此,本研究方向便希望能夠找出屬於旅行業電子商務的成功關鍵因素。在整個研究過程中,本研究先透過各種文獻的蒐集,了解成功關鍵因素最適切的搜尋方法,而採用的研究方法為德菲法匯整專家所認為的成功因素歸納出關鍵成功因素,結果顯示目前之台灣地區電子商務以綜合及甲種之種類區分之下,大致上並無明顯之差異,唯獨「是否提供線上付款機制」有顯著差異。本研究除了找出旅行社電子商務關鍵成功因素外,更可以提供給對於旅行業電子商務發展趨勢有興趣者作為相關的參考。並且可以利用本研究之方法及結果,在未來作進一步研究之用。
Tourism industry mainly relies on its efficiency and accuracy of information flow. Therefore, the infinite power of E-commerce and the blooming growth of internet tools have made a tremendous impact upon tourism market and reshaped its history. Due to the lack of knowledge and experience in E-commerce operation and the misconception of the tourism market characteristics, most travel service websites had failed to keep their financial balance and gone out of business during the dot-com bubble in the year of 2000. In the aftermath they realized the fact that going with the trend without a better understanding of it would only diminish their competitive advantages. Survival of the fittest is still the golden rule. In this essay, the key to success for tourist agencies operating under E-commerce platforms would be explored by the review of previous research and clarified by the introduction of Delphi method. Furthermore, according to the opinions from experts in tourism, the factors of success would be classified into two categories (Whole Sale and Retail Agent). The differences and similarities between them would be studied and compared under careful inspection. The methods and results of this essay should be a fine reference and initiative for researchers who share the same interests and plan to use it for further studies.