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研究生:方安琪
研究生(外文):FANG, AN-CHI
論文名稱:旅行社與新創旅遊業競合關係之初探:旅行社之觀點
論文名稱(外文):A Preliminary Study on Coopetition of Travel Agency and Start-up Tourism Company: The Perspective of Travel Agency
指導教授:古璧慎古璧慎引用關係
指導教授(外文):KU, PI-SHEN
口試委員:黃明一黃永全古璧慎
口試委員(外文):HUANG, MING-YIHUANG, YUNG-CHUANKU, PI-SHEN
口試日期:2020-06-24
學位類別:碩士
校院名稱:銘傳大學
系所名稱:觀光事業學系碩士班
學門:民生學門
學類:觀光休閒學類
論文種類:學術論文
論文出版年:2020
畢業學年度:108
語文別:中文
論文頁數:91
中文關鍵詞:旅行社新創旅遊業競合關係
外文關鍵詞:Travel AgencyStart-up Tourism CompanyCoopetition
相關次數:
  • 被引用被引用:1
  • 點閱點閱:239
  • 評分評分:
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:2
台灣觀光旅遊產業蓬勃發展,資訊科技的技術也越來越成熟與發達。故以透過科技並將旅遊產品元件化進行販售的新創旅遊業逐漸崛起,讓發展已久的旅行社面臨了前所未有的衝擊,除了與新創旅遊業產生競爭之外,是否還能帶來合作關係,甚至使彼此產生競合關係?據此,本研究著重探討旅行社與新創旅遊業崛起後,彼此之間競合關係的觀點,並以質性研究的方式,深入訪談15位具有旅遊業資深背景與經歷的旅行社專業經理人,以萃取旅行社與新創旅遊業之間的競合關係。本研究發現,會使旅行社與新創旅遊業之間產生競爭關係的原因可分為:新創業者市場需求掌握快速、旅行社成本利潤縮減及風險承擔。而彼此之間的合作關係則可分為:橋接與分享。最後,本研究發現,在遇到競爭的過程中,若雙方能夠協議以競合的方式共同生存,不僅是能讓彼此獲利,更可共同創造雙贏的局面。最後,根據研究結果提供旅行社業者相關建議。
The tourism industry in Taiwan has developed vigorously, and information technology has also become mature and well developed. Travel agencies with a long history of development have encountered unprecedented impacts on the rise of start-up tourism companies. In addition to the competition, can it also bring about a cooperative relationship or even a coopetition relationship with each other? Based on this, this study explored the perspectives of travel agencies on the coopetition relationship between travel agencies and start-up tourism companies. This research adopts quality research methods, in-depth interviews with 15 travel agency professional managers with senior background and experience in the tourism industry to extract the coopetition relationship between the travel agency and the start-up tourism company. This study found that the competitive relationship between travel agencies and the start-up tourism company can be divided into the rapid market demand of new entrepreneurs, the reduction of travel agencies’ costs and profits, and risk-taking. The cooperation between each other can be divided into bridging and sharing. Finally, we also found if the two parties can agree to co-exist in the way of competitive cooperation in the process of encountering competition, it is not only mutual benefits can even make the tourism market bigger together to create a win-win situation together. Finally, according to the results provide travel agency managers some suggestions.
中文摘要 i
英文摘要 iii
誌謝 v
目錄 vi
表目錄 viii
圖目錄 ix
第壹章 緒論 1
第一節 研究背景 1
第二節 研究問題與目的 4
第三節 研究流程 5
第貳章 文獻回顧 6
第一節 旅行社與新創旅遊業之概念 6
第二節 競合理論的概念 17
第參章 研究方法 25
第一節 受訪者之選擇 25
第二節 訪談手冊與前測 26
第三節 資料收集 28
第四節 轉謄編碼 30
第五節 資料分析 31
第六節 信度與效度 32
第肆章 訪談結果與分析 33
第一節 競爭之分析 33
第二節 合作之分析 44
第三節 競合與因應 49
第伍章 研究結論與建議 56
第一節 研究結論 56
第二節 管理意涵 59
第三節 研究限制與建議 61
參考文獻 62
附錄一 訪談邀請函 77
附錄二 參與研究同意書 78
附錄三 訪談內容說明 79
附錄四 訪談記錄表 79
附錄五 訪談回饋函 80

表目錄
表2-1 國人出國人數及逐年成長率與出國旅遊方式 8
表2-2 旅行業之資本額、註冊費、保證金及履約保證保險比較表 16
表3-1 受訪者資料彙整表(前測) 26
表3-2 受訪者資料彙整表 29
表3-3 評估者紀錄彙整表 32

圖目錄
圖1-1 研究流程圖 5
圖2-1 臺灣近十年旅行業統計 7
圖2-4 新創旅遊業概念圖 13
圖2-5 價值網 18
圖2-6 競爭者之間不同形式的競合關係 19
圖2-7 競合的概念模型 21
圖4-1 競爭與合作理論之類別 34

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