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頁籤選單縮合
題名 | The Affect of E-commerce on Travel Agent in Taiwan=e化對臺灣的旅行社之影響 |
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作 者 | 廖英伶; 白如玲; | 書刊名 | 運動休閒餐旅研究 |
卷期 | 1:4 民95.12 |
頁次 | 頁102-114 |
分類號 | 992.5 |
關鍵詞 | E化; 角色轉變; 策略; Porter五力分析; E-commerce; Changing role; Strategy; Porter's five forces; |
語文 | 英文(English) |
中文摘要 | 電子商務的出現從新改造了旅行業的產業結構,因爲它不僅直接促使消費者與供應商之間的直接交易並且繞過中間代理人旅行社的角色,除此之外也孕育出許多新的大型E化旅行社。當電子商務危及旅行設的傳統市場地位的同時,它也爲旅行社提供全球性競爭的一個平臺。所以,對臺灣的旅行社而如言,何面對這些挑戰和機會將面臨考驗。很多研究都是針對美國和英國的大型e化旅行社的成功案例,卻比較少針對傳統中小型旅行社面對此一現象所遭受的影響做研究,尤其是關於台灣。藉著使用Bloch and Segev的理論架構以及Michael Porter的模型,本研究將檢視e化對台灣旅遊產業及中小型旅行社兩者的影響。研究方法採個案研究和深度訪談對於產業狀況分析將採用二手資料研究,以便深刻了解轉化過程。然而研究結果顯示與一般人的看法相反,本研究顯示旅遊產業的供應者航空公司,他們對於直接銷售仍抱持保留態度。新的大型e化旅行社的出現對臺灣的影響不像西方國家那麼嚴重,比較明顯影響只有在機票及國內市場部分,大部分的旅行社業者僅把它當作是一個廣告及促銷的平台。 |
英文摘要 | The emergence of e-commerce has reshaped the travel industry, as it not only facilitates the direct link between consumers and suppliers while bypassing travel agents, but also nurtures many new mega e-travel agents. While it endangers the status of travel agents, e-commerce also provides a platform for traditional travel agents to compete globally. Therefore, how to respond to these challenges and opportunities is crucial for survival for travel agents in Taiwan. A lot of research has been undertaken on mega e-travel agents' successful stories in the USA and UK. Less understood is the exact process of this impact on traditional small-medium size agents, especially in Taiwan's context. By using Bloch and Segev's framework and Michael Porter's model, this research examines the impact of e-commerce on both the travel industry and a medium-size travel agent in Taiwan. Secondary data was used for industry level analysis and in-depth interviews were conducted to gain the insight of the transformation process. Quite contrary to the popular thinking, this study revealed in industry level: major suppliers-airlines, they hesitated to provide direct sale to consumers; the new e-travel agents did emerge yet with less influence as their counterparts in the West, only prevailing in ticket-only or domestic market; most of travel agents regard e-commerce only as a alternative channel to promotion and advertisement. City Tour has taken a cautious-follower's strategy in e-commercialization. The strategies suggested for City Tour include: expansion target market to the inbound market, enhancing its product innovation and customer-focus. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。