| dc.description.abstract | 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. | en_US |