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|Title: ||旅行業創新商業模式之個案研究;A Case Study on Innovative Business Model of Travel Agency|
|Keywords: ||旅行業;商業模式;價值鏈;紮根理論;Travel agency;Business model;Value chain;Grounded theory|
|Issue Date: ||2016-10-13 14:26:01 (UTC+8)|
本研究首先回顧旅行業之定義、特性與產業結構，並回顧商業模式與價值鏈之文獻。再藉由訪談與次級資料之蒐集，以商業模式十大元件為探針，結合個案研究與紮根理論方法，找出選定個案的關鍵活動與其價值鏈，以提供其他業者參考，使其明確的定位並設計出屬於自己的價值鏈，創造更多利潤。;Travel agencies play an integrating role between suppliers and customers. However, numerous factors affect travel agencies. In addition to economics and politics, information asymmetry influences the industry. When information in the market is incomplete or imperfect, customers tend to choose low-priced travel products. To attract customers, travel agencies reduce prices, engaging in price wars with competitors. Furthermore, once a travel agency assumes the costs of developing new travel products, competitors can imitate it easily because of the lack of patents for these products. For travel agencies in Taiwan, which total approximately 3,000 head offices and 800 branches, maintaining a sustainable competitive advantage is critical. Accordingly, this study explored how Taiwanese travel agency business models are developed and implemented.
In this study, the literature concerning travel agencies was reviewed to understand their characteristics and the industrial structure. Additionally, the literature regarding business models, value chains, and competitive advantage was reviewed. Furthermore, data were collected through interviews and secondary data sources. A grounded theory approach was employed for data analysis by using the components of certain business models as probes. This study combined a case study and grounded theory research method to determine key activities and devise value chains for the case company. The results of this study could be referenced by travel agencies in developing their own value chains.
|Appears in Collections:||[資訊管理研究所] 博碩士論文|
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