| Summary: | 碩士 === 國立臺灣大學 === 商學研究所 === 86 === The advent of the World Wide Web (WWW) on the Internet and the
rapid expansion of
electronic commerce have triggered the emergence of many new
business models, among
which the travel industry has a most promising prospect.
In order to establish a new business model for a travel
agent as an aggregator
on the Internet, this thesis outlines the characteristics of
both the travel industry
and the WWW and describes the impact of the WWW on the travel
industry. Then it
further analyzes the motivation of traveling and the changes of
consumer behavior.
By applying the principles of market segmentation, the thesis
suggests that the entry
strategy should first target independent travelers and single locations of
attraction.
More specifically, a travel agent should focus on
information quality, service
quality, and the integration of information and transaction platforms. In
relationship marketing, interactive service, customized service and database
management are the three essential components.
To illustrate the feasibility of the new business
model, this thesis also compares
American Airlines (Travelocity) vs. Evergreen Airlines,
Singapore Online Guide vs.
Taiwan''''s Tourist Bureau, and Microsoft Expedia vs. Phoenix
Travel Agent. Lessons
are many. One is that Taiwan''''s agents lag far behind foreign
counterparts. A second
is that new entrants may come form non-travel industry.
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