面對新冠肺炎疫情下高雄地區旅行社經營策略之研究

西元2020年新冠肺炎病毒席捲全球，使得全球的商務、旅遊活動瞬間終止，整個消費行為也有所改變或停頓，觀光產業陷入急速冷凍，政府則採取紓困計劃及安心旅遊補助等措施以拯救觀光產業。然而疫情仍然持續在全球蔓延，旅行社諸多問題油然而生，包括政府的補助不能持續、旅行社業務只剩下國旅、而以outbound業務的旅行社無法適時轉型國旅市場，以及為了降低成本進行裁員等問題，都是旅行社要面對的重要課題。本研究採用深度訪談法，針對產業、政府、學者三方專業人士進行訪談，主要分析面對新冠肺炎疫情下旅行社經營面對的困境及挑戰課題、旅行社的突破經營管理主軸、旅行社的策略思維、以及旅行社的未來經營策略等四個構面，提出寶貴的意見和看法，並得出結論如下： (一) 人力資源：員工不能只熟悉單一業務，而且要配置核心員工以因應疫情過後的啟動。 (二) 產品方向：旅遊產品沒有專利，要掌握關鍵的因素。 (三) 行銷方面：行銷首重產品要有特色，善用社群的口碑行銷及推播效應。 (四) 研發方面：洞悉市場顧客需求，研發屬於自己公司的產品。 (五) 財務方面：區分運營、風險、投資等三個構面，以維持公司的永續經營。 (六) 轉型方面：依據自己的資源、優勢，市場結構去判斷，轉型要分散風險。 (七) 異業結盟：要取得認同來合作，這是資源整合，把利潤合理分配創造雙贏。 (八) 網路科技：可以朝向精簡人力，發展智慧平臺跟智慧旅遊，已是不能避免的趨勢。

關鍵字

新冠肺炎；觀光產業；經營主軸；經營策略

並列摘要

In 2020, the new coronavirus sweeps the world, causing global business and tourism activities to cease instantly, the entire consumer behavior changed or stopped, and the tourism industry fell into rapid freezing. The government adopted rescue plans and peace of mind travel subsidies and other measures to save the tourism industry. However, the epidemic continues to spread globally, and many problems arise in travel agencies, including government subsidies that cannot be sustained, the travel agency business that only has domestic travel, the inability of outbound travel agencies to transform into the domestic travel market in a timely manner, and layoffs in order to reduce costs. The important issues faced. This research adopts the in-depth interview method to interview professionals from industry, government, and academics. Mainly analyze the difficulties and challenges faced by travel agencies in the face of the covid-19 epidemic, the breakthrough operation and management of travel agencies, the strategic thinking of travel agencies, and the future business strategies of travel agencies, and put forward valuable opinions and opinions, and draw conclusions conclusion as below: 1.Human Resources: Employees should not only be familiar with a single business but also deploy core staff to respond to the start after the epidemic. 2.Product direction: There are no patents for tourism products, and key factors must be grasped. 3.Marketing: The most important thing in marketing is to have distinctive products, and make good use of the community's word-of-mouth marketing and its promotion effect. 4.Research and development: understand the needs of customers in the market and research and develop products that belong to the company. 5.Financial aspect: distinguish the three dimensions of operation, risk, and investment to maintain the company's sustainable operation. 6.Transformation: Judging by its own resources, advantages, and market structure, the transformation must diversify risks. 7.Cross-industry alliance: To gain recognition to cooperate, this is the integration of resources, and the rational distribution of profits creates a win-win situation. 8.Internet technology: It is an inevitable trend to streamline manpower and develop smart platforms and smart tourism.