旅行業品牌建立策略管理、關鍵成功因素與品牌績效之研究

The Branding Strategic Management and Performance, Key Success Factor for Travel Agency Industry

蘇柏丞(Po-Cheng Su)

指導教授 ： 黃榮鵬

國立高雄餐旅大學/觀光學院/旅遊管理研究所/碩士(2013年)

https://doi.org/10.6825/NKUHT.2013.00062

摘要

1990年起，有關品牌建立的相關議題開始引發諸多學者的討論，且在全球化競爭的浪潮之下，品牌即是建立高附加價值的重要途徑，品牌建立、品牌績效與策略管理的重要性不言而喻，但對於旅行業而言不論在理論或實務上均面臨諸多的困難點。過去有關品牌策略與品牌績效的文獻，以旅行業為探討主軸的文獻相當有限，因此就旅行業發展出適合且可用之品牌建立與策略管理，以保持其競爭優勢。近年來，臺灣的旅行業者為謀求利潤而導致旅行同業之間形成惡性削價競爭的風氣，不但對旅行業者本身造成損失，也會影響其旅遊品質。為消弭旅行業惡性削價競爭的劣勢，旅行業品牌建立與策略管理未來將會成為重要的議題。
本研究採取量化研究，以紙本問卷調查方式，發放對象為臺北市、臺中市及高雄市之綜合及甲種旅行社經理級以上具有決策權之主管。分析工具運用SPSS統計軟體進行信度分析、描述性統計分析、因素分析、單因子變數分析、相關分析與線性結構方程式等分析方法，探討採取全面成本領導策略動機與差異化策略之旅行業者可採取之經營策略，最後探討各旅行業者之關鍵成功因素及SWOT分析，提供旅行業品牌建立與經營策略之方向。
研究結果顯示採取差異化策略動機之旅行業者重視其公司品牌形象、提升顧客再購意願與強烈的品牌知名度等因素；採取全面成本領導策略動機之旅行業者則重視公司擁有充裕的資金、提升顧客再購意願及建立良好的信譽名聲等因素。研究結果提供採取差異化策略動機或全面成本領導策略動機之旅行業者，不同的決策依據與參考指標，確認其重要的關鍵成功因素，並提供適當的品牌策略以及行銷活動以提升競爭優勢，最終得以建立一個成功的旅行業品牌。

關鍵字

旅行業 ； 品牌建立 ； 關鍵成功因素 ； 經營策略 ； 品牌績效

並列摘要

Issues about branding have been discussed by many scholars since 1990s. Under the pressure of global competition, branding is an important scheme of building high added-value; hence, it is needless to say how important branding, brand performance, and strategic management are. For travel agencies, difficulties still remain while conducting those theories mentioned above and researching. Literatures about branding strategy, brand performance are lack of detailed discussions. Therefore, appropriate branding scheme and strategic management need to be developed for Travel agency to keep competitive. Recently a tendency of cutting price off for more benefits is trending among travel agencies in Taiwan, which has caused much loss of profits and traveling quality. In order to eliminate the trend of cutting off price, travel branding and strategic management are considered to be vital issues.
This study is quantitative using SPSS software to implement reliability analysis, descriptive statistics, factor analysis, one way ANOVA analysis, correlation analysis, and structure equation modeling (SEM); to investigate the operation of travel agencies in Taiwan and feasible managing tactics for SMEs. It is to be conducted by mailing out questionnaires to targeted samples in Taipei, Taichung, and Kaohsiung. American management master, The final part of this study discusses the key success factor of travel agencies and use SWOT analysis to confirm the evaluation factor of branding strategic management.
The results indicate travel firms taking differentiation tactic value its own image, enhancement of re-purchasing rates, and strong brand fame while those taking over cost leadership strategy care more about sufficient funds, enhancement of re-purchasing rates, and positive reputation. This study is to provide travel agencies with reference index of taking either over cost leadership strategy or differentiation tactic; also, it confirms what the key success factors of these two strategies are. Furthermore, these studies help travel agency with obtain and analyze information while making strategic decision to make a successful venture.

並列關鍵字

Travel Agency ； Branding ； Key Successful Factors ； Strategic Management ； Performance

參考文獻

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