台灣旅行社產業創新種類與企業績效之研究

Types of Innovation and Corporate Performance in Taiwan's Travel Agency Industry

黃有為(Yu-Wei Huang)

指導教授 ： 何建德

元智大學/管理學院/企業管理學系/碩士(2008年)

https://doi.org/10.6838/YZU.2008.00257

摘要

現代社會中觀光旅遊已成為人們的主要娛樂之一，近年來整體經濟環境雖不景氣，但國人的旅遊次數仍在增加中，根據遠見雜誌調查，國人一年內的國內外旅遊費用達到3402億元，雖然如此台灣旅行社產業仍面臨競爭相當激烈的環境。當此環境之下，創新是否能幫助旅行社產業增加經營績效為值得探討的課題，惟目前關於這方面的研究仍相當有限，因此本研究以國內旅行社產業為母體，進行問卷調查，探討目前存在於旅行社產業的創新，共計發放286份問卷，回收有效樣本124份。經過分析後得出六項創新構面：流程管理創新、運籌創新、市場創新、公會制度創新、產品創新、業界制度創新。且發現在六項創新構面中，流程管理創新及產品創新對於旅行社的銷售額成長有顯著的正向影響；而市場創新及業界制度創新對於獲利亦有顯著的正向影響。此外，分析結果顯示旅行社的公司規模對於其在六項創新構面上的表現沒有顯著影響。

關鍵字

旅行社 ； 創新 ； 公司規模 ； 獲利 ； 銷售額成長

並列摘要

Travel has become one of the main recreations in the modern society, although the macro economic environmental still under the depression stage in the recent years. According to the 遠見magazine the national still go travel more often, and the travel expense spent by the national is up to 340.2 billions within a year including travel abroad and domestic tour. Nevertheless the travel agency industry in Taiwan still struggle with the fierce competition. In such situation we have to focus on the issue that is whether the innovation can help the travel agency industry or not. The research is very limited in such field, so we conducted a survey. The population in the present study is the whole travel agency industry in Taiwan. We have distributed 286 questionnaires, and 128 questionnaires were returned. In sum, 124 questionnaires were valid. According to the data analysis we gained 6 innovation dimensions, including process/management innovation, logistics innovation, marketing innovation, the institutional innovation of association, product innovation and the institutional innovation of the firm level. We also discovered that process/management innovation and the product innovation have the significant positive relationship with the sales growth. Moreover marketing innovation and institutional innovation of the firm level have the significant positive relationship with the profit. The size of the travel agency has no impact on the 6 innovation dimension.

並列關鍵字

travel agency ； innovation ； size ； profit ； sales growth

參考文獻

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