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題 名 | 建立旅遊經紀人制度可行性評估之探索性研究=An Exploratory Research on the Establishment of Travel Broker System : A Feasibility Assessment |
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作 者 | 陳嘉隆; | 書刊名 | 觀光研究學報 |
卷 期 | 11:1 民94.春 |
頁 次 | 頁39-66 |
分類號 | 992.5 |
關鍵詞 | 旅遊經紀人; 行銷通路; 數位旅遊管理師; Travel broker; Marketing channel; Digital travel manager; |
語 文 | 中文(Chinese) |
中文摘要 | 旅行業的發展在行銷通路、產品包裝與消費者需求是重點所在。尤其在行銷通路方面的演進與變化最快也最廣泛。從早期的業務代表及各地分公司的設置來提供服務,至目前消費者對旅行業服務要求的提升,因此受過專業訓練並有長期服務歷練的旅遊經紀人(旅遊顧問)成了最應受重視的專才之一。同時,也由於旅行業經營成本的居高不下,讓在收入中能分擔旅行社人事成本的旅遊經紀人有了較大的生存空間。旅遊資訊科技的發展,旅遊經紀人提供給旅客的服務不只是一家旅行社或航空公司的產品,也提供了與旅行相關的訊息與新知,亦即給消費者更多元化的選擇。目前的旅遊市場環境,還不允許旅遊經紀人獨立作業,但在旅行社行銷通路中已明顯的產生極大的需求傾向。旅行業中存在的個體戶、靠行者,實際上就是標準的旅遊經紀人。在市場的運作中他們擔任頗重的角色,我們把這些專業人才加以組訓並提升名份再給予未來急切所需的資訊操作能力,則我國在極小化旅行業的服務領域會有具水準的演出。 |
英文摘要 | Sales channels, product packaging and consumer demand represent three factors critical to growth in the travel industry. The former, in particular, is typically the most significant in terms of its capacity to spur progress and bring about change. As the travel industry has developed from using sales representatives and subsidiary companies to offering services and service levels that reflect consumer expectations, professional and long-term training for travel brokers (consultants) is now one of the most popular topics in the industry. At the same time, the travel industry’s high cost structure provides greater opportunity for success to those brokers able to shoulder some of the fixed personnel costs of travel agencies. Advancements in information technology, particularly with regard to accessing travel information, allows travel brokers to sell a range of products that is not limited to a single travel agency or airline and makes a vast amount of travel knowledge available to all. The result is that the consumer today is presented with many more options and choices than before. Current travel industry regulations continue to prohibit brokers from working independent of a travel agency, although market demand for such is clearly quite strong. As travel agencies continue to migrate to two extremes (large, discount agencies and small, boutique agencies) the role of the travel broker continues to be critical. In the future market for travel services, travel brokers will certainly have even greater room for development as the arrival of the "digital travel" age will demand increased professional responsibilities from "digital travel managers". |
本系統中英文摘要資訊取自各篇刊載內容。