旅遊產業電子商務經營策略之探討－以台灣東部地區為例

The E-Commerce of the Tour Industry Conducts the Study of strategy-take the East Region in Taiwan as an Example

劉漢城 ； 張美雲

《南臺灣資訊科技與應用研討會》 2007年 (2007/05) Pp. 232-245

https://doi.org/10.29684/NANTAIWANZ.200705.0232

摘要

電子商務在21世紀已成為全球最熱門的網際網路產業，提供豐富多樣的線上經驗及個人化的貼心服務。近年來，旅遊產業在政府與民間機構協同極力推動下，已逐漸成為台灣地區無煙囪之核心產業之一。本研究旨在探討東部地區有關休閒遊憩產業電子商務推廣之發展性，因東部地區的旅遊產業在發展過程中，受到城鄉差距、資訊落後與資源分配不均等整體的產業資源應用受限，如能透過資源整合平台的概念，並藉由資訊科技的應用，發揮電子商務的服務模式，將可帶來生活上的便利。研究發現，目前大部分的商家仍以傳統的方式經營，僅有少部分商家，利用網頁來廣告販售其商品，在目前資訊網際網路普及，業者對於透過電子商務的行銷，以改變東部地區傳統觀光休閒事業的經營方式，應為當務之急。本研究建議提出透過資源使用者、資源提供者與資源管理者整合的概念思維，並實作一個資源整合性平台。

關鍵字

旅遊產業 ； 電子商務 ； 經營策略

並列摘要

The E-Commerce has already become the most popular internet of world industry in 21 centuries, providing to enrich diverse on-line experience and personalizing of posting and admiring sincerely duty. In recent years, the tour industry is in conjunction with to make every effort to push in the government and the civil organization under, already gradually become Taiwanese region have no one of the core industries of chimney. This research aim is inquiring into region in the east concerning the development of recreational E-Commerce expansion of the recreation industry, because the tour industry of region in the east is fallen behind by city country margin, information to assign a not on an equal footing whole industry resource application with resource to be subjected to a limit in the development the process, if can integrate the concept of platform through the resource, and by the information technological application, develop the service mode of E-Commerce, will be able to bring life up of convenience. The research finds that currently greatly part of business' houses still management in traditional way, have few parts of business' houses only, make use of a web page to advertise the selling its merchandise, currently information internet popularization, operator for through the marketing of E-Commerce, with change region in the east tradition make sight-seeing trip the management method of recreational business, should be urgent matter of the moment. This research suggestion puts forward the concept thinking which integrates through the resource user, resource promoter and resource governor, and makes a resource to integrate a sex platform actually.

並列關鍵字

The tour industry ； E-Commerce ； conduct strategy