| 摘要: | 高爾夫旅遊已成為亞洲市場的重要觀光產業，泰國因其優越的氣候、完善的球場設施與合理價格，吸引大量遊客。然而，隨著越南、馬來西亞等鄰國市場崛起，競爭加劇，業者如何透過創新模式維持競爭力成為關鍵。本研究以 X 旅行社為個案，分析其經營模式與市場競爭環境，探討如何透過策略調整提升市場優勢，並提出具體的發展建議。
研究目的在於透過商業模式分析與藍海策略，評估 X 旅行社的競爭現況與市場適應性，進一步提出創新經營模式與策略調整方向。研究透過商業模式圖（BMC）與價值適配圖（VPC），剖析 X 旅行社的市場定位、價值主張與競爭優勢，並運用藍海策略的 ERRC 框架（Eliminate、Reduce、Raise、Create），針對高爾夫旅遊市場提出策略調整方案。
本研究採個案分析法，透過文獻回顧整理高爾夫旅遊市場、商業模式創新及藍海策略相關研究，並收集 X 旅行社的企業報告與市場數據，分析其競爭策略與目標市場。透過商業模式與價值適配評估，識別市場需求與企業現行策略的落差，並依據 ERRC 框架提出具體調整建議。
結果顯示，X 旅行社雖具備市場基礎，但仍須強化服務創新與市場區隔。研究發現，目標客群對個性化、高端服務需求提升，而現有服務模式在個人化行程、會員服務與數位體驗等方面仍有優化空間。本研究建議刪除標準化、高同質性行程，減少對價格競爭的依賴，提升 VIP 會員制與高端導覽服務，並創造結合文化體驗的高附加價值旅遊產品，以強化市場區隔與品牌競爭力。
本研究結合商業模式分析、價值適配與藍海策略，為泰國高爾夫旅遊市場提供具體競爭分析與創新建議。從實務角度而言，研究結果可作為旅遊業者擬定市場策略的參考，幫助企業因應市場變化並開拓新機會，提升服務價值與品牌競爭力。本文亦針對 X 旅行社提出優化產品組合、強化顧客體驗與提升品牌影響力的策略，協助其維持市場優勢。未來研究可擴展至更多案例，或透過量化研究驗證本研究提出的策略，深化對高爾夫旅遊市場的理解與發展方向。;Golf tourism has emerged as a significant sector within the Asian tourism industry, with Thailand standing out as a prime destination due to its favorable climate, well-developed golf courses, and competitive pricing. However, with the rising prominence of neighboring markets such as Vietnam and Malaysia, competition has intensified, necessitating innovative business strategies for sustaining market competitiveness. This study adopts X Travel Agency as a case study to analyze its business model and competitive environment, exploring strategic adjustments that could enhance its market position and proposing concrete recommendations for future development.
The primary objective of this research is to assess the competitive landscape and market adaptability of X Travel Agency through an analysis of its business model and the application of the Blue Ocean Strategy. Utilizing the Business Model Canvas (BMC) and the Value Proposition Canvas (VPC), this study examines X Travel Agency’s market positioning, value proposition, and competitive advantages. Additionally, the Eliminate-Reduce-Raise-Create (ERRC) framework of the Blue Ocean Strategy is employed to formulate strategic adjustments tailored to the golf tourism sector.
A case study methodology is adopted, incorporating a comprehensive literature review on golf tourism, business model innovation, and the Blue Ocean Strategy. Furthermore, corporate reports and market data from X Travel Agency are collected and analyzed to evaluate its competitive strategies and target market. By leveraging business model analysis and value proposition assessment, this study identifies gaps between market demands and the company′s current strategies, providing concrete recommendations based on the ERRC framework.
The findings indicate that while X Travel Agency has a solid market foundation, it requires further service innovation and market segmentation to maintain its competitive edge. The study reveals that the demand for personalized and high-end services is increasing among target customers, yet the current service model still has room for improvement in areas such as personalized itineraries, membership services, and digital experiences. This study recommends eliminating standardized and highly homogeneous tour packages, reducing reliance on price competition, enhancing VIP membership programs and premium guided services, and creating high-value-added tourism products that integrate cultural experiences to strengthen market differentiation and brand competitiveness.
By integrating business model analysis, value proposition assessment, and the Blue Ocean Strategy, this study provides a comprehensive competitive analysis and strategic recommendations for Thailand’s golf tourism sector. From a practical perspective, the findings offer valuable insights for tourism operators in formulating market strategies, enabling them to respond to market changes, explore new opportunities, and enhance service value and brand competitiveness. Specifically, this study proposes strategies for X Travel Agency to optimize its product offerings, enhance customer experiences, and strengthen brand influence, thereby sustaining its market advantage. Future research could expand to include additional case studies or employ quantitative methods to validate the proposed strategies, further deepening the understanding of golf tourism market dynamics and strategic development. |
