A Study on Cruise Sales Strategy of Taiwanese Travel Agency

• Main Authors: Mo,Kuei-O, 莫桂娥
• Other Authors: Lee, Ming-Huei
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/pa2ugn

博士 === 中國文化大學 === 國家發展與中國大陸研究所博士班 === 107 === As Asia is a rapidly growing and dynamic cruise market, many cruise lines deploy more capacity to the region. Taiwanese travel agents have jumped up a unique strategy to grab the market. It is to charter the cruises departing from Taiwan and sell them via the PAK alliance, a local distribution system originated in Taiwanese air travel sales. However, the risks can be seen behind the scene. For instance, the market pool is limited to the population of 23 million. The vicious competition could not be avoided. Also, all the agents flock into this newly emerging cruise market without considering market positon or innovative strategy. An effective improvement scheme is urgently needed. This study is therefore to serve this purpose. First, four dimensions with 15 criteria in connection with cruise sales have been developed using literature review. These dimensions are labelled as: “Potential of Industry”, ‘Charter cruise model”, “PAK alliance”, and “Opportunity of market innovation”. Of the criteria, the weightings of importance are overall higher than satisfaction, indicating the improvement of practices is truly in need. Thus, Innovation-Opportunity Analysis (IOA) was applied to position the current cruise market. Each of market position is associated with an appropriate innovative strategy. For instance, “deepening industry competence” with “Innovation”, “Strengthen alliance” with “Sustaining”, “ Quality assurance” with “Improvement”, and “Cross-industry promotion” with “Integration”. Then, the technique of Decision Making and Trial Evaluation Laboratory (DEMATEL) was used to develop an Internetwork Relation Map (INRM). It is a robot to pinpoint the improvement priority based on the interrelation (influence) between criteria. The model can be simply indexed to search for the appropriate strategy. Generally, the priority of cruise market dimensions are ordered as: “Charter cruise model”-“Opportunity of market innovation”- “Potential of Industry”- “PAK alliance”. The improvement priority also can be sequenced within each dimension according to each influence of criterion. With the findings of the physical and useful strategy index, it can be concluded that the result would help practitioners with targeting improvement strategy and thus contribute to travel and tourism sectors.