台灣旅行社經營策略之關鍵成功因素研究

A Study on Business Strategies of Key Success Factors in Taiwan Travel Agencies

江雅雪(Ya-Hsueh Chiang)

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(2010年)

https://doi.org/10.6825/NKUHT.2010.00044

摘要

近年來由於經濟不景氣影響，導致旅行業景氣低迷，在台灣特殊的政治環境下，發展出獨特之旅遊產業環境，在總體環境下的影響不論在政策面、經濟面、社會面、技術面，台灣旅遊業都面臨著與以往截然不同的經營環境。本研究目的在於探討台灣旅行社經營之現況發展，並瞭解旅行社經營環境的變化，擬定適合企業生存之經營策略，並建構經營策略之關鍵成功因素指標，保持競爭優勢。
本研究為探索性研究，透過專家深度訪談、德爾菲法(Delphi Method)進行研究，探討台灣地區旅行社經營之現況，及未來可行之經營策略，以訪談獲得之結果為基礎，建立初步指標，作為德爾菲法(Delphi Method)問卷之依據，結合質性與量化研究的方式。經由二回合德爾菲法問卷，收斂專家業者之意見，整合出總體產業環境之因素，且根據美國管理大師Porter之競爭策略理論，即成本化策略、差異化策略，並經由關鍵成功因素（KSF）分析，發展出台灣旅行社經營策略之關鍵成功因素；同時藉由外部及內部因素之SWOT分析，建構出企業選擇競爭策略之評量因素。
研究結果顯示，在成本化方面「加強與廠商議價能力」、「優秀的經營團隊」、「公司品牌形象」、「發展電子商務化」為專家認為之重要因素；差異化策略方面「公司品牌形象」、「公司內部操作能力」、「與當地旅行社之配合度」、「危機處理能力」為專家認為之重要因素；在策略選擇上成本化、差異化策略影響因素，經探討分析後發現雖有不同之處，但其中「公司品牌形象」則為兩種策略相同之重要因素，顯示出「公司品牌形象」不只在差異化策略上有影響，在成本化策略上也必須要重視。研究結果可提供旅行業者瞭解產業環境之現況，作為企業擬定經營策略之參考。並指出目前旅行業者經營所面臨的問題，有助於旅行業者提升競爭優勢並掌握環境、善用資源，追求企業經營的適合策略。

關鍵字

旅行業 ； 經營策略 ； 成功關鍵因素 ； 德爾菲法 ； SWOT

並列摘要

Cross-Taiwan Strait exchange is now booming as the gradual opening-up of the government’s policy is being implemented, and Taiwan has seen an important milestone in tourism development across the straits. A unique industry environment has developed under the special political situation across the Strait; no matter from a policy perspective, economic perspective, social perspective and technical perspective, Taiwan’s tourism industry has to face a totally different operation environment than before. The main objective of this study was to investigate the current development status of tourism industry operation and to understand the change of business environment of the tourism industry so as to properly make business operation strategy for survival of the enterprise and maintain competitive advantage and to understand the key success factors.
The data was collected by in-depth interview and was used to investigate the current development status of Taiwan’s travel agencies and feasible future business operation strategies. After two rounds of Delphi questionnaire surveys, the opinions from experts and travel agencies were merged and summed up with the environmental factor of the entire industry. According to the competitive strategy theory from the management master in the USA, Porter, the business operation strategies for travel agencies in Taiwan have been developed--that is, overall cost leadership strategy, differentiation strategy and focus strategy. After SWOT analysis, the results can be used as reference by travel agencies in preparing their business strategies in the future.
The results of this study showed that according to experts, “strengthen bargaining power with manufacturers”, “excellent management team”, “company brand image”, and “development of electronic commerce” are the most important factors of cost leadership strategy. Regarding differentiation strategy aspects, the experts considered “company brand image”, “internal company operations ability”, “degree of adaptability of the local travel agency”, and “crisis management ability” to be important factors. As to strategic choice cost and variation strategy influencing factors, although discussion analysis discovered differences, “company brand image” was determined to be an important factor in both kinds of strategy.
The results of this study can be used by travel agencies in understanding the current status of the industry environment and as reference for the agencies in deciding business operation strategies. Furthermore, through external and interior factor analysis, the assessment factors for the selection of competitive strategy by the enterprise was constructed, which will be helpful to the tourism agencies in enhancing their competitive advantages. Finally, travel agencies should make good use of available resources to pursue optimal strategies for business operation.

並列關鍵字

Travel Agent ； Business Strategy ； Key Success Factors ； Delphi Method ； SWOT

參考文獻

范麗娟（1995）。深度訪談簡介。戶外遊憩研究，7（2），25-35。

陳姎愉（2007）。提昇旅遊網站競爭優勢關鍵成功因素之研究。未出版碩士論文，長榮大學，台南。

吳季庭（2006）。影響兩岸電視購物經營因素之研究。未出版碩士論文，大同大學，台北。

徐麗軒（2008）。台灣綠色餐廳環境管理系統指標建構之初探。未出版碩士論文，國立高雄餐旅學院，高雄。

許譽司（2007）。台灣地區旅行業B2C電子商務關鍵成功因素之研究。未出版碩士論文，國立高雄餐旅學院，高雄。