台灣地區旅行業多元行銷通路自西元1999年來電子商務發展至今,日趨複雜且多樣性。如何在考量公司組織內部動機與外在環境不確定性下,旅行業多元行銷通路選擇與績效評估指標仍有待探討。本研究運用「質性」研究法,來探索綜合旅行社多元行銷通路模式指標。研究結果顯示當今綜合旅行社主要行銷通路可分為傳統與新興行銷通路兩大類,共計7種,包括:「直售」、「策略聯盟」、「廣播電台」、「報紙雜誌」、「零售旅行業」、「電視購物/節目」與「電子商務」等。綜合旅行業者採用多元行銷通路之內部動機為「增加銷售量」、「建立公司形象」、「提高市場佔有率」、「降低成本」及「強化顧客關係」等五項,至於環境不確定性因素則為「環境衝突」、「環境易變性」及「環境異質性」等三項,而多元行銷通路選擇考量因素為「通路成本是否值得」、「公司品牌知名度強化」、「公司印象率提高」、「目標客群回覆率增加」與「成交比率增加」等五項,通路績效評估指標為「競爭力提高」、「新客戶開發」、「公司淨收入增加」、「附加價值創造」與「消費者通路忠誠度增強」等五項。最後,本研究提出的多元行銷通路模式指標同時涵蓋主觀與客觀指標,對於台灣地區綜合旅行社之多元行銷通路發展、管理與績效評估有創新的突破,改善傳統流於經驗法則或高階主管主觀的評估模式與多元行銷通路管理模式,且滿足旅行業者的實務需求與學術理論的驗證。
Since 1999 in the burgeoning e-commerce era, the multiple marketing channels for travel agency industry have become complicated and diverse. The usage of multiple channels is increasingly popular. Despite their popularity, there is lacking of research in respect of the reasons why multiple marketing channels emerge. The study not only deals with the problem by considering internal organizing motivations and external environment uncertainties, but also explores the prevalent marketing channels and sets up the indexes of multiple marketing channels model for general travel agencies with qualitative survey-Delphi. In terms of second-round of Delphi, the result shows the prevalent marketing channels for travel agency industry includes 7 traditional and emerging marketing channels. They are “direct sale”, “retail travel agencies”, “radio”, “newspapers”, “strategic alliance”, “TV shopping channel/TV programs”, and “e-commerce”. According to the research, general travel agencies consider 5 internal organization motivations, 3 environment uncertainties, 5 channel choice criteria and 5 channel performance measurement indicators. Finally, the indexes of multiple marketing channel model for general travel agencies can address the practical and theoretical needs.