Research on the Controversy over the Development of Taiwan Travel Agency Caused by Cross-strait Trade Service Agreementand its Transitional Strategy

• Main Authors: Li-Mei Cho, 卓立梅
• Other Authors: 杜維鈞
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/59483269431643674023

碩士 === 健行科技大學 === 國際企業經營系碩士班 === 103 === Cross-strait Trade Service Agreement caused significant controversy in Taiwan since it was signed on June 21, 2013. Critics thought it would erode the competence niche of Taiwan industry. Due to the controversy, the agreement was not yet reviewed and passed by Legislative Yuan, Taiwan’s parliament. Some travel agencies held positive attitude over Cross-strait Trade Service Agreement because they thought it would bring overwhelming victory for Taiwan travel industry. On the contrary, some travel agencies thought the agreement would only benefit some gross travel agencies and allowed Mainland China invested agencies to monopolize the market. The study explored current management status and problems of Taiwan travel agencies and the controversial issues in Taiwan travel industry caused by Cross-strait Trade Service Agreement, with the aim to provide policy advice for the government and for Taiwan travel agencies to face the transitional trend of this industry and to work out coping strategy after the introduction of the agreement. The study used qualitative methods, including document analysis and in-depth interview. Firstly, the documents about Cross-strait Trade Service Agreement and its controversial problems offered on the public hearing were collated. And then, four travel agencies and Taiwan Travel Agents of R.O.C, Taiwan were interviewed to understand their opinion toward the agreement. The study results were as follows. Firstly, Small and medium sized travel agencies and those who were not involved in cross-strait traveling were more worried about the impact caused by the agreement. On the contrary, big-sized travel agencies and governmental institutes thought the agreement would bring benefits. Secondly, under the globalization, the industry faced an inevitable urgency to open the market. Agents should use its advantages to work out an industrial transitional strategy in order to win the victory. Thirdly, domestic traveling market has its features and Taiwan agents hold advantages. Thus, the mainland China invested agents are not sure to occupy the market share. Fourthly, Taiwan agents thought the content about traveling service of Cross-Strait Trade Service Agreement unexpectedly benefited them. Fifthly, the government should help Taiwan agencies to use their existed advantages to step into the mainland China market and meanwhile, help train the traveling agents and build the brands. Sixth, the travel industry business strategy tend large and small polarization management style.