電子商務環境下台灣旅行業再仲介化之探索性研究

An Exploratory Study of Reintermediation of Taiwan Travel Industry in the E-Commerce Environment

吳文雄(Wen-Hsiung Wu)

《資訊管理學報》 13卷1期 (2006/01) Pp. 243-269

摘要

由於電子商務的興起，使得全球傳統旅行社面臨極大的威脅，如航空公司、IT業者華紛紛建置線上旅遊網站來分享這個市場，而台灣的旅遊市場也不例外。因此，傳統仲介的策略是需要修正或改變，而企業應思考新的策略一再仲介化(reintermediation)，以扭轉不利的形勢。Chircu and Kauffman(2000)以歐美旅遊業為例，提出再仲介化的促成因素及其策略。然而，先進國家與開發中國家（如台灣）的資源是有差異的，如歐美國家有跨國的大型傳統旅行社與線上旅遊網，但台灣的旅行社都屬於中小型的企業型態。因此，本研究的目的是透過個案分析的方法，先行瞭解台灣旅行業的現況及電子商務化前後所面臨的問題與挑戰，進而再探討再仲介化的促成因素及其策略。結果顯示電子商務化前的問題如商品獲利下降、忽視整體服務過程的重要性等五項；電子商務化之後則面臨旅遊資訊取得容易、旅遊文件流程簡化等六項問題。在旅行業的挑戰方面，本研究歸納出營運朝極大化與極小化、商品差異化能力等四點。至於再仲介化的促成因素及其策略方面，研究結果顯示台灣旅行業再仲介化的促成因素則較為多元，如展現公司專業形象、快速回應等十項，而再仲介化的策略主要是結合知名入口網站、各地方政府或航空公司的資源等九項。本研究結果可彌補過去研究僅反映具高度IT能力之歐美先進國家及大型企業的實例，卻缺乏對其他類型國家（如開發中國家）的探討之不足。另外，該結果也可延伸台灣傳統旅行業電子商務化的研究議題。本研究結果亦可提供實務面的參考，如瞭解營運模式的改變以及如何調整e化經營策略。

關鍵字

再仲介化 ； 電子商務 ； 線上旅遊網站 ； 旅行業

並列摘要

Due to the emergence of electronic commerce, the traditional travel agencies in the world face extreme threat. Airlines and IT businessmen establish online tour websites to share this travel market, including Taiwan. Hence, the strategies of traditional intermediation need to be modified and enterprises should consider a new strategy of reintermediation to turn back the adverse situation. Chircu and Kauffman (2000) mentioned the examples of European and American tourism, which focused on the issue of reintermediation. However, there are resource differences between advanced countries and developing countries, like Taiwan. For example, large traditional travel agencies are multi-nationally operated in Europe and America. Travel agencies in Taiwan can be classified as small and medium enterprises. Therefore, this study applies the case research and the purpose is, first to understand the current situation in the tourism industry in Taiwan, including problems and challenges to be faced before and after e-commerce, and second, to explore enabling factors and strategies of implementing reintermediation. The results showed five problems (i.e. profit reductions of merchandize), which occurred before the e-commerce era and six problems (i.e. accessibility of travel information), which occurred after the development of e-commerce. Challenges, which face travel agencies, include: operation toward maximization or minimization, product differentiation, etc. Results showed that the facilitating factors of reintermediation of Taiwan tourism are diverse, such as demonstrating professional corporate image, quick response, etc. The major strategies of reintermediation are to integrate resources of famous portal sites, local governments or airlines. In summary, the results can supplement the deficiency of past researches that only consider the cases of the developed countries and large scale enterprises with powerful IT capability. The implication of the work to both academics and practitioners is discussed.

並列關鍵字

Reintermediation ； Electronic Commerce ； On-line Travel Web Site ； Travel Industry

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