| Summary: | 碩士 === 國立清華大學 === 經營管理碩士在職專班 === 106 === The travel industry has changed a lot over the last decade since the weekend holiday policy was implemented in 2001, with increase in leisure time, social progress, transportation and economic development, all of which had a dramatic impact on the nature of growth in travel business today. This case report is to compare and understand both the traditional and the innovative business model and strategy in the whole travel industry by observing consumer’s online purchase experience and perceptions of travel websites, and to explore the profit formula and success elements which support this industry.
In addition, this case report not only focuses on business model but also defines its industry development and tourism O2O (Online to Offline) related research. Cross-comparison of two multi-case analysis methods of L Company and K Company are used to verify each other. In-depth interview with secondary data is used to fulfill all the requirements in this case report. Finally, the conclusion and suggestion are listed as following.
The findings of my case report are:
-New trends in travel development by combining tourism with “internet plus”.
-Increase niche services could be considered the travel industry’s “long tail” effect.
-Continued growth of travel trends that drives industry is tourism destination.
-To create more competitive edge by finding the cooperation between two or more logistics companies (horizontal alliances).
The conclusion and suggestion of my case report are:
-Future challenges for the travel industry
-Consumer rights and service quality in the industry
-The price war in the industry
Key words: travel, innovative, O2O platform, business model
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