| Abstract: | 旅遊是一個國家之火車頭產業，由於，旅遊可產生眾多之就業機會，相當多地區與國家都盡其所能於發展旅遊產業，旅遊企業是旅遊產業之一環，旅遊企業與旅遊產業內其他企業之差異是旅遊企業可利用國外旅遊資源吸引臺灣旅客從事海外觀光，本研究蒐集各種旅遊文獻以歸納出層級化的評估標準，並用來評估跟分析臺灣旅遊企業之成功關鍵原因，然後利用6P分析跟行銷策略組合、層級分析法與SWOT分析工具實行每一評估標準的權重分析，並運用臺灣某上市企業當作個案分析其競爭力，最後對個案企業和臺灣旅遊產業提供各種建言。根據實驗分析結果可得知，企業形象、知覺價值、知覺風險和從眾行為等影響因素對普羅大眾的旅遊產品購買意願皆有顯著的影響力，但是，企業形象和涉入程度的干擾效果卻不顯著；臺灣旅遊企業成功關鍵原因，其重要性排序如下，「企業多角化程度」、「多樣性旅遊產品」、「休閒旅遊品質」、「顧客忠誠度」、「旅客關係管理」、「旅客服務能力」、「科技運用技能」、「旅遊企業內部資源」、「旅遊企業內部人力資源」、「企業品牌印象」、「市場旅遊環境」、「旅遊市占率」和「企業財務資源」。根據實驗分析結果可得出以下結論，個案旅遊企業的競爭力在臺灣主要上市的旅遊企業排名位於中間偏上；根據6P分析結果得知，個案企業的產品策略為不計一切成本提出讓客戶滿足的客製化旅遊行程，此為個案企業主打的產品策略，價格策略則採用「買貴退差價」和「最後一刻定價法」；個案企業的通路策略則為利用「配銷通路」、「實體通路」、「網路通路」3個通路，利用其規模經濟效益分包給小旅遊企業的方式銷售產品為佳，其促銷策略「差別取價」策略，在離峰時段推出低價行程與限時特價專案以吸引資金不足或偏好撿便宜的旅客，其人才策略以實行工作輪調為佳，其定位策略以進行企業多角化發展，其期許成為「旅遊體驗經濟」與「生活產業」的複合型企業為佳；個案旅遊企業的優勢為「品牌口碑良好」、「產品項目豐富多樣化且完整」、「全年無休」、「低資產負債比」、「企業資訊工具普及」、「多角化經營」；個案旅遊企業的缺點為「人才流通率高」、「旅遊業為低利產業」、「經銷商配合度不高」；個案旅遊企業的可能機會為「發展醫療旅遊」與「應用大數據進行精準行銷」；個案旅遊企業的威脅包含「大陸人士來台觀光暫停」、「氣候因素影響」、「中美新冷戰」、「新冠肺炎」與「經濟不景氣」。 依據前述分析之結果，本研究對個案旅遊企業建言其應「保守經營」、「多角化經營」並「重視平衡國外市場與國內市場的營業額」和「發展國外市場與國內市場可彈性轉換的旅遊活動」。
Tourism is a country's locomotive industry. Because tourism can bring a lot of job opportunities, many countries are committed to developing the tourism industry. Tourism enterprises are one of the tourism industries. The difference between tourism enterprises and other enterprises in the tourism industry is that tourism enterprises can use foreign tourism resources to attract Taiwanese tourists to travel abroad. This study collects relevant tourism literature to collate the evaluation criteria for grading and analyze the key success factors of Taiwan tourism enterprises. This research uses 6P Analysis, analytic hierarchy process and SWOT analysis tools to conduct evaluation criteria. This research takes a listed company in Taiwan as a case. The competitiveness of case enterprise will be analyzed. Finally, we make recommendations on case enterprises and Taiwan tourism industry.The research and analysis results show that influencing factors such as corporate image, perceived value, perceived risk, and herd behavior all have a significant impact on the general public’s willingness to purchase tourism products. But, the interference effect of corporate image and degree of involvement is not significant. Importance rank of the key success factors for Taiwan tourism companies is “degree of corporate diversification”, “tourism product diversity”, “tourism quality, “customer loyalty”, “customer relationship management”, “customer service capabilities”, “technology application capabilities”, “corporate tourism resources”, “corporate human resources”, “corporate brand impression”, “market tourism environment”, “tourism market share” and “corporate financial resources”. According to the analysis result, it can be known that the competitiveness of case travel enterprise is in the middle of the ranking of major listed travel agencies in Taiwan.According to the 6P analysis, the product strategy of case companies is to propose customized travel itineraries that satisfy customers at all costs. This is the main focus of case companies. For the product strategy, the price strategy adopts the "expensive rebate" and the "last-minute pricing method" the channel strategy of the individual company is to use the three channels of "distribution channel", "physical channel" and "online channel". It is better to use its economies of scale to subcontract to small travel companies to sell products. Its promotional strategy "differentiated pricing" strategy, launches low-cost itineraries and limited-time specials during off-peak hours to attract tourists who lack funds or prefer to pick up the bargain. Its talent strategy is better to implement job rotation. Its positioning strategy is to diversify the development of the enterprise. It is better to become a composite enterprise of "tourism experience economy" and "life industry".The advantages of case travel agencies are “good brand reputation”, “a huge amount of financial resource”, “diversified” and “complete travel product projects”, “open throughout the year”, “low asset-liability ratio”, “employees are good at using corporate information tools” and “diversified management”. The disadvantages of travel agencies in case enterprise are “high turnover rate of employee”, “tourism industry is low-profit” and “volume of cooperation dealers is not high”. The possible opportunities of the case travel agency are “development of medical tourism” and “the application of big data for precise marketing”. The threats of the case travel agency include “The traveler from mainland China is declined in recent years”, “climatic factors”, “China and the United States new cold war”, “COVID-19”, and “economic downturn”.Based on the aforementioned analysis results, this study suggests to case tourism companies that they should operate conservatively, diversify their operations and pay attention to balancing the turnover of foreign and domestic markets. Case tourism companies also should develop tourism activities that can be flexibly converted between foreign and domestic markets. |
