觀光產業為二十一世紀世界各國普遍重視的無煙囪工業,而且台灣政府亦將其列為重要明星產業之ㄧ。台灣線上旅遊網站到目前為止都呈現穩定成長。不過國內排名前五名的旅遊網站─錸捷旅遊網,卻在2006年無預警停業,讓其他苦撐中的旅遊網站業者備感壓力。這不盡讓人思索,觀光產業進入電子商務興盛的時代裡,到底哪些穩坐寶座的旅遊網站有何關鍵成功因素、條件可以如此穩定發展。 因此本研究經由虛擬價值鏈研擬出台灣旅遊網站競爭優勢初步構面;並且進行模糊德菲法專家問卷調查分析,篩選出包含25項具專家共識的評估準則之架構;而後再進行模糊層級分析法之問卷調查分析,逐步分析排序各構面之重要性程度。最後,萃取出「專業知識素養程度」、「取得關鍵資源的能力」、「產業知識程度」、「旅遊產品資源的多樣化」、「旅遊產品選項的豐富性」、「企業商譽與形象」、以及「客製化的資訊」等七項關鍵成功因素,作為提升旅遊網站競爭優勢的關鍵成功因素。
The tourism is the Smokeless Industry that the countries all over the world in the 21st century generally pay attention to, and it also has been as one of the star industry in Taiwan. Up till now there are some websites development steadily in on-line travel websites of Taiwan, for example CTIN、Star Travel、ezTravel. However the travel website of the top five of national ranking – Ezibon would not prewarn stopping doing business in 2006, and it let other operators feel strain in the work. It let us be going so far as to think deeply, what are the key success factors that the survived travel websites could develop steady. Therefore the study research and draw up the initial construct of the competitive advantages of the travel websites in Taiwan by the value chain and virtual value chain. And then we go off expert questionnaire investigating and sifting twenty-five factors from the way of Fuzzy Delphi Method to establish a complete construct of the competitive advantages of the travel websites in Taiwan. After that time, going off questionnaire investigating and we extract seven factors, which are the accomplishments level of staffs’ professional knowledge and, the ability acquiring the key resources, the cognitive level of industrial knowledge, the variety of travel goods resources, being rich in choosing travel goods, and the goodwill, image of the enterprises, and the information for customization by the way of Fuzzy Hierarchy Process analyze step by step.