| Summary: | 碩士 === 銘傳大學 === 觀光事業學系碩士在職專班 === 106 === This research adopted the Porter's five-force analysis and 8p’s service marketing to explore the operation and management of Taiwan Tour Bus. The trend of global free travel is unstoppable, and "Taiwan Tour Bus" are at the forefront of receptions for free travel in Taiwan. The "Taiwan Tour Bus" services system was officially launched on January 1, 2004 with a total of 28 routes during the first phase. However, the number of research related to this subject is quite rare. The objective of this study is to use the Porter's five-force analysis method and marketing 8P to explore the operation and management of "Taiwan Tour Bus."
This study used the in-depth interview method、interview of elite and adopted the Porter's five-force analysis framework and 8p’s service marketing to interview a total of 7 people: a relevant personnel of the competent authority, an agent of the Taipei Association of Travel Agents, the association's chairman, travel industry experts in collaboration with "Taiwan Tour Bus," and international Online Travel Agency (OTA) operators. The author of this study also participated in the observation method to analyze, summarize, and collect the relevant literature evidence. The results of this study are summarized as follows:
1. Although "Taiwan Tour Bus" is a brand under public and private cooperation, experts and scholars still believe that insufficient marketing efforts have resulted in unconspicuous brand personality.
2. About 23 travel agencies in Taiwan are responsible for over the 98 "Taiwan Tour Bus" package, and the overall quality is inconsistent.
3. Because the group travel market is booming in the free market, competitors are abound. "Taiwan Tour Bus" faces numerous competitions and challenges from many legitimate and illegitimate businesses.
4. For foreign travelers, "Taiwan Tour Bus" is still highly competitive. However, certain response measures should be taken to enhance operational management capabilities and strengthen competitiveness as well as market segmentation.
Finally, we proposed specific recommendations based on the research conclusion above to serve as future reference for "Taiwan Tour Bus" promotion, management, and planning efforts by the Tourism Bureau or the relevant industries.
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