旅行業者導入電子商務經營策略之實證研究

現今台灣地區旅行業電子商務的發展已漸趨成熟，本研究發現旅行業者首先必須先了解本身所能掌握資源；包括：『品牌形象』、『旅遊專業』與『銷售能力』等。並分析所處經營環境與同業間相對競爭條件；包括：『旅遊產品優勢面』、『旅遊品牌優勢面』、『旅遊服務優勢面』與『旅遊價格優勢面』等四方面。之後應深思如何發展電子商務經營策略，以獲取實質上經營績效；包括：『旅遊銷售績效面』、『旅遊聲譽績效面』、與『旅遊財務績效面』等三方面，已成為業者經營上首要的課題。言之，成功的電子商務經營策略發展可以在旅遊交易過程中，讓旅行業上游供應商與旅行業者雙方在考量投資不確定性與交易成本下，使旅遊消費者達到最佳的旅遊滿意度。

關鍵字

電子商務；旅行業；交易平台；策略

並列摘要

Electronic commerce model has already adopted by the travel agencies of Taiwan. There are multiple distribution channels in the Internet while new technology customers have already inclined to buy straight from the supplier's Web site. In this study, Travel agents should know their resource and competitive advantages; including travel product advantage dimension, travel brand advantage dimensions, travel service advantage dimensions and tour price advantage dimensions. Adopting an optimal E-commerce strategy in order to acquire effective performance; including travel sale performance dimensions, travel reputation performance dimensions and travel financial performance dimensions. Furthermore, considering the market uncertainty and transaction cost; travel agents may construct an optimal E-Commerce business strategies for consumers; related business industry and themselves.

並列關鍵字

Internet marketing ； E-commerce ； Strategy ； Travel Industry

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