The Business Model of Travel Agent on the Internet

• Main Authors: Huang, Wen-Sheng, 黃文昇
• Other Authors: Chen,Wun-Hwa
• Format: Others
• Language: zh-TW
• Published: 1998
• Online Access: http://ndltd.ncl.edu.tw/handle/87803160533814596250

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.