兩岸服務貿易協議對台灣旅行社未來
發展爭議與轉型策略之研究

兩岸服務貿易協議在2013年6月21日完成簽署，但在台灣內部引起軒然大波，批評者認為此舉將侵蝕台灣企業的利基，以致立法院迄今尚未審議該協議。兩岸服務貿易協議中在旅行業的的開放條件，正面的看法認為開放後會有利於台灣旅行業發展，負面的看法認為旅行社市場開放，此舉只利益少數的大型旅行社，以及讓陸資企業進入台灣市場形成寡占或壟斷市場。本研究探討目前台灣旅行社經營的現況與問題，進而探索在全球化自由經貿的潮流下，面對國際化、自由化競爭的壓力，開放服貿協議對台灣旅行業產生的爭議問題和對政府的相關政策建議，以及開放服貿協議後，台灣旅行業者如何因應產業變遷趨勢與轉型策略之參考。本研究以質性研究方法，採文獻分析法和個人深度訪談法，先整理兩岸服務貿易協議文獻和在公聽會上提出爭議性問題，共計十二項，再訪問三家旅行社與中華民國旅行商業同業公會全國聯合會，以深度訪談方法瞭解業者對兩岸服務貿易協議的意見。研究結果如下:一、中小型業者或未從事兩岸旅行業的業者較為擔心兩岸服務貿易協議的衝擊；反之，大型旅行社和中華民國旅行商業同業公會全國聯合會則認為兩岸服務貿易協議對台灣有利。二、在全球化與自由化的趨勢下，開放市場勢不可免，台灣業者應發揮原有優勢，再續求企業轉型，以利於不敗之地。三、台灣國內旅遊市場有其特性，台灣業者具有在地優勢，大陸業者未必能獲得競爭優勢，瓜分台灣市場。四、兩岸服務貿易協議旅行社相關內容超過業者事前之期待，對台灣業者有利。五、政府應協助台灣旅行業利用優勢能力，前進大陸旅遊市場，同時輔導旅行業者人員訓練和建立品牌。六、旅行業經營策略趨向大、小兩極化的經營型態。

關鍵字

兩岸服務貿易協議；旅行社；深度訪談法；轉型策略

並列摘要

Cross-strait Trade Service Agreement caused significant controversy in Taiwan since it was signed on June 21, 2013. Critics thought it would erode the competence niche of Taiwan industry. Due to the controversy, the agreement was not yet reviewed and passed by Legislative Yuan, Taiwan’s parliament. Some travel agencies held positive attitude over Cross-strait Trade Service Agreement because they thought it would bring overwhelming victory for Taiwan travel industry. On the contrary, some travel agencies thought the agreement would only benefit some gross travel agencies and allowed Mainland China invested agencies to monopolize the market. The study explored current management status and problems of Taiwan travel agencies and the controversial issues in Taiwan travel industry caused by Cross-strait Trade Service Agreement, with the aim to provide policy advice for the government and for Taiwan travel agencies to face the transitional trend of this industry and to work out coping strategy after the introduction of the agreement. The study used qualitative methods, including document analysis and in-depth interview. Firstly, the documents about Cross-strait Trade Service Agreement and its controversial problems offered on the public hearing were collated. And then, four travel agencies and Taiwan Travel Agents of R.O.C, Taiwan were interviewed to understand their opinion toward the agreement. The study results were as follows. Firstly, Small and medium sized travel agencies and those who were not involved in cross-strait traveling were more worried about the impact caused by the agreement. On the contrary, big-sized travel agencies and governmental institutes thought the agreement would bring benefits. Secondly, under the globalization, the industry faced an inevitable urgency to open the market. Agents should use its advantages to work out an industrial transitional strategy in order to win the victory. Thirdly, domestic traveling market has its features and Taiwan agents hold advantages. Thus, the mainland China invested agents are not sure to occupy the market share. Fourthly, Taiwan agents thought the content about traveling service of Cross-Strait Trade Service Agreement unexpectedly benefited them. Fifthly, the government should help Taiwan agencies to use their existed advantages to step into the mainland China market and meanwhile, help train the traveling agents and build the brands. Sixth, the travel industry business strategy tend large and small polarization management style.