| Summary: | 碩士 === 中國文化大學 === 觀光事業研究所 === 89 === As there is no systematic analysis for the connection between the travel website and it’s “Customer Relationship Management, CRM”, this research is an exploratory study by the approach of Grounded Theory. Taking six local travel website companies in Taiwan as observing sample, this article tries to generalize the CRM model of the travel website. It can be separated to five categories of CRM in travel website; those are: Connecting Customer’s Data, Data Analysis, Customer Interaction Service, Using Data and Marketing Project. It is a basic process and cycle of CRM in travel website. Fol-lowing the five categories above, there are included ten propositions to explain the CRM in the travel website.
According to the result of this research. There are three reason to explain the dif-ference mean of “relationship” between CRM website and the reality. First, the business model of travel website still immature. Second, the customer not to be familiar with the internet marketplace. Third, the concept of customer oriented was not practicable in lo-cal travel website.
There are some suggestions for the manager of travel website. First, the travel website should be designed on the base of community. Second, the amount of consump-tion in the travel website should reach to a scale, pricing can be controlled. Third, the manager of the website have to recognize that CRM is the trend in the future.
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