Fate to Break Up? The Failure Factors of Strategic Alliance in Travel Industry

• Main Authors: WU,CHIN-HSIU, 吳錦綉
• Other Authors: WANG,CHIH-HUNG
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/bkdm5m

碩士 === 國立臺中教育大學 === 永續觀光暨遊憩管理碩士學位學程 === 105 === The purpose of this study is to explore the factors of failure of the strategic alliance for travel agencies in the travel industry. Depth interview was used in this study to understand the motivations of the travel agencies participating in the strategic alliance, criteria of the member selection, and the impacts of cooperative failure of the alliance. The interviewed travel agencies hold both legal registration and travel agency license and the interviewees are the mid-level or senior level executives within the companies with acquaintance with alliance cooperation. The results of this study revealed that the motives of travel agency to join the alliances are: a）Profit increasing and cost reduction; b）Increase the product lines to enhance the market advantage; c）To gain critical resources through the group practice; d）Through the Union to reduce and share the risk; e）Priority opportunity to enter the emerging markets offers through the airlines and the Tourism Bureau . The criteria of strategic alliance members selection are: 1）Mutual benefits shared among members, refers to the homogeneity of the customer source, good reputation in the industry, members are including the company type with wholesale agent and retail agent , healthy financial status, with group business sales ability; 2）Mutual trust among members. The factors that caused the failure of the strategic alliance come from the suppliers, the regulation system of alliance itself, the market and other external circumstances.