| dc.description.abstract | Because the government actively promotes tourism policies, the number of both outbound and inbound tourism has risen and the development of domestic tourism also stimulated the growth of related industries, making them highly potential markets. Tourism in recent year becomes more and more popular, and customer demands are complex. The travel agencies have to engage in the development of multiple and customized products and have to enhance service quality to attract potential customers. However, the market entry to this industry is easy. Travel industry belongs to the complete competitive market, with a high level of imitation, as well as a lot of substitutes. How to enhance firm performance and sustain competitive advantage in the competitive environment is important for a firm in the travel industry.
This study uses the case study method and selects “Lion Travel Co.,” a leading travel agency in Taiwan, as the studies case to explore how Lion Travel Co. has operated successfully in the travel industry. Based on the frameworks of five forces analysis of industrial environment, SWOT analysis, and 7P’s marketing mix, this study provides several constructive business strategies, such as customer orientation, global market, and cross-industry alliance, in response to the competitive environment in the future. | en_US |