- 學位論文
旅行社部落格商業模式之研究
The Study of the Business Models for Travel Agency Blog
摘要
部落格的發展在國內歷時數年，但旅行社的部落格經營卻仍在剛起步的階段，因公司的規模及策略不同而具有迥異的經營模式，鑒於旅行社紛紛投入網路世界的經營以及尋求更多元的行銷通路，旅行社部落格的商業模式便成為一個嶄新的議題。本研究旨在考量外部環境與內部資源下建立旅行業部落格商業模式。同時本研究採用多元方法蒐集資料並使用深度訪談與德爾菲法，發展出旅行社部落格的商業經營模式。研究結果發現旅行社部落格的經營可區分為兩種模式，分別是「使用既有部落格平台」以及「經營自有部落格平台」兩種商業模式； 最後，本研究更進一部提出「直接獲利導向」以及「間接獲利導向」之部落格經營建議，此旅行社部落格商業模式為國內首創之研究並可滿足學術與實務上之需要。
並列摘要
Although the blog technique has been developed for many years in Taiwan, the blog operation in travel agencies is still at the initial stage. This would have extremely different operational models based on company scales and marketing strategies. Due to the current operations in travel agencies, most travel agencies operate their business by investing in the Internet and adopting multiple distribution channels. Therefore, the travel blogs become a new issue in travel agency business. The purpose of this study is to build up business models for blog in travel agencies by considering external environments and internal resources. This study uses many methods to collect data from multiple sources and adopts qualitative surveys including in-depth-interview and Delphi method to develop the business models for blog managed by travel agencies. The result indicates two possible models that travel agencies operate their blogs. One is the usage of blog space which is available form, whereas the use of blog spaces of another is set up by themselves. Finally, this research provides two solutions to operate tourism blogs. One is to obtain benefits directly and the other is to obtain benefits indirectly. This business models generated by this research would be a pioneering study and would used to address the theoretical and practical demand.