台灣旅行社選擇大陸供應商策略行為之研究

Study on the strategic behavior of the travel agencies in Taiwan in their choice of the Providers in mainland China

陳珮真(Pei-Chen Chen)

指導教授 ： 黃榮鵬

國立高雄餐旅大學/觀光學院/旅遊管理研究所在職專班/碩士(2013年)

https://doi.org/10.6825/NKUHT.2013.00043

摘要

根據世界觀光組織(World Tourism Organization, WTO)的預估，2020年全球觀光人數將成長至十六億二百萬人次，全球觀光收益亦將達到二兆美元。從全球的角度來看，全世界經濟一片不景氣中，旅遊業一直持續著上升的空間，所以又被稱為『朝陽產業』。旅遊是一項由一系列服務所串連起來的產業，一個旅遊商品的產生，其過程夾雜許多產業的合作。而旅遊產業也屬於完全競爭市場，模仿性、替代性高，面對競爭壓力大的海外旅遊市場，大多數仰賴海外旅遊代理商，而旅遊產品決策者如何去選擇上遊供應商，將好的產品提供給下游經銷商甚至客戶。這攸關於大盤商的營運導向及營運營收的重要性。如何提高整體營運活動，整合到公司海外各個供應商，來建立下游顧客之長期信賴。這對於旅行業經營者而言是一門重要的課題。
本研究為探索性研究，採文獻蒐集、專家深度訪談、以及德爾菲法（Delphi Method）進行研究。探討旅遊業評選大陸供應商之策略行為之研究，以訪談所獲得知結果為基礎，作為德爾菲法（Delphi Method）問卷依據，結合「質性」及「量化」研究方式，經由二回合問卷，收斂個專家意見，整合出整體考量指標因素。
經本研究分析，並經實證研究後，三個構面所考量的因素中，動機構面專家首重「幫忙提升客戶滿意度」，考量因素構面專家首重「配合度高」，機效評估購面專家首重「取得大陸旅遊局廣告預算」。而在機效評估內，大陸供應商協助旅行社包裝產品特質的指標因素上，以「協助產品包裝專精化」為專家共識度最高，次之「提供創新與市場差異產品」，最後為「提供低成本產品是最終目標」。研究結果可協助旅行社在選擇過程中蒐集、分析資料、瞭解其經營上的優劣勢，和旅行業者所重視要點，同時能夠依據這些資訊，發展出選擇大陸供應商為適當的策略行為之評估指標。

關鍵字

旅行社 ； 大陸供應商 ； 策略行為 ； 德爾菲

並列摘要

As estimated by the World Tourism Organization (hereinafter referred to as WTO), the population of the global tourism will grow up to 1.62 billion person-time by 2020 and the global tourism proceeds will also amount to USD 2 trillion. In the world’s position, although the global economy is experiencing the recession, the tourism industry keeps upwards. Therefore it is called the “sunrise industry”. Tourism is a kind of industry which is linked by a series of services. The process of the creation of one travel merchandise is connected by the collaboration of a lot of industries. The tourism industry is of a full competitive market with high simulation and replacement. In face of the overseas tourism market with high pressure of competition, the overseas travel agents are mostly depended on. In such a case, how do the decision makers of the tourism products choose the upstream providers and offer the good products to the downstream distributors and even the customers? This is vital to the operation orientation of the wholesalers and the importance of the operation revenues. It is an important issue for the tourism employers to promote the entire operational activities, integrate the domestic and overseas suppliers and build up the long-term reliability of the downstream customers.

This study is an exploratory research. It is undertaken by way of the literature collection, the expert in-depth interview as well as the Delphi method. It deals with the strategic behavior of the tourism industry in the selection of the providers in the Mainland China. The questionnaire in the Delphi method is based on the results obtained from the interview, combined with the qualitative and quantitative research methods. The two-round questionnaire is employed to converge the opinions of each expert and integrate the index factors of the entire consideration

As a result of the analysis in this study, accompanied with the empirical research, among the factors taken into consideration in three facets, the expert puts the first priority focus on “helping raise up the customer’s satisfaction” for the motivation facet, the consideration factor facet on “high compatibility”, while the effect evaluation facet on “accessing the advertising budge from the Tourism Board in the Mainland China”. As far as the effect evaluation is concerned, the highest expert consensus lies in “assisting with the specialization of the product packaging” for the index factor of the support given to the travel agencies by the providers in the Mainland China on packaging the product quality, the second in “providing the innovative products with the market discrepancy” and the last in “the ultimate objective of offering the low-cost products”. The results of the study can help the travel agencies collect up and analyze the data during the process of selection, understand their advantages and disadvantages in the operation as well as the importance notices which the travel dealers should think highly of. In the meantime, based on such information, they can develop the evaluation index in the appropriate strategic behavior when they select the providers in the Mainland China.

並列關鍵字

Travel Agency ； Provider in the Mainland China ； Strategic Behavior ； Delphi Method

參考文獻

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