網路旅行社的經營策略分析

淡江大學機構典藏 > 商管學院 > 國際企業學系暨研究所 > 學位論文 > Item 987654321/114171

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題名:	網路旅行社的經營策略分析
其他題名:	A study of operational strategy of online travel agents
作者:	林凱琳;Lin, Allen
貢獻者:	淡江大學國際行銷碩士在職專班蔡政言;Tsai, Jeng-Yan
關鍵詞:	Internet;Service Quality;Travel Agents;服務品質;旅行社;網路
日期:	2017
上傳時間:	2018-08-03 14:43:55 (UTC+8)
摘要:	每個人都喜歡旅遊，對旅遊的過程回味無窮，也喜歡把旅遊經驗分享給不同的朋友，消費者都十分重視旅遊所帶來的感受，包括食宿、交通、參觀活動都在體驗範圍，每個不同季節和寒暑假的淡旺季的變化，會直接和間接影響旅行體驗的感受，本研究針對網路旅行社的服務進行了解，也透過觀光局的數據知道整體旅遊市場的現況，消費者選擇網路旅行社和行程的主因，他們在網路上收集資訊，參考其他遊客的旅遊分享與感受回饋，這些資訊是否會影響消費者的選擇，旅行社如何做好服務內容與品質，確保消費者滿意和回購，都是主要的研究動機，經過網路收集的二手文獻和歷史文獻分析法，驗證之後，進一步了解未來趨勢和需求，可以知道未來十年旅遊業仍將保持快速增長，是世界經濟中發展勢頭最強勁、規模最大的產業之一，獨特的服務有機會開發成一個專屬的藍海市場，研究最後提供的建議為，1.讓操作介面簡易，快速比較和選擇；2.整合更多資源；3.提昇服務的即時性；4.客製化服務，目前網路旅行社存在一些問題，雖然國外評估網路媒體對於旅遊的影響力不如預期，但網路媒體仍是目前最佳的行銷工具，在現階段網路媒體多被使用為一個商品展示的窗口，或是一個廣告的通路，如何在網路旅行社也能夠感受得到人情味，還有如何結合同業或是異業結盟，是一個很大的課題。 Everyone likes to travel, They are tourism memorable of travel, and also like to share the travel experience to friends, Consumers attach great importance to the feelings of tourism, including accommodation,transportation, Each visit is a different season, summer and winter season changes will directly and indirectly affect the tourism experience. This study will be used to understand the services of the online travel gencies and the status of the overall tourism market through the data of the tourism bureau,and Consumers choose the main reasons for online travel agencies and travel, They collect information on the Internet, refer to other tourists to share tourism and feedback, whether the information will affect the choice of consumers, travel agencies how to do a good job of service content and quality, to ensure that consumer satisfaction and repurchase, Is the main research motivation, Through the online collection of secondary literature and historical literature analysis, after verification, to further understand the future trends and needs, we can know that the next decade the tourism industry will continue to maintain rapid growth, the world economy is the strongest momentum, One of the largest industries, Unique service has the opportunity to develop into a dedicated blue ocean market, the study of the final recommendations for the 1. Let the interface easy, quick comparison and selection; Unique service opportunities Into a dedicated blue ocean market, the study of the final recommendations for the 1. Let the interface easy, quick comparison and selection; 2. Integration of more resources; 3. To enhance the immediacy of services; 4. Customized services . Internet media is still the best marketing tool, or an advertising channel, how the Internet travel agencies can also feel the human touch, and how to combine with the industry or foreign alliance, is a big issue.
顯示於類別:	[國際企業學系暨研究所] 學位論文

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