| 摘要: | 基於亞洲郵輪崛起，許多國際郵輪公司紛紛部署亞洲航線，為搶攻此商機，台灣旅行業者以包船躉售模式，並組成PAK聯盟分銷由台灣啟程之郵輪旅遊。惟台灣旅客資源僅2,300萬人口，不免惡性競爭，且定位不明確與缺乏創新策略，再再為風險隱憂。因此，台灣旅行業郵輪產品銷售亟需有效的改善策略，以能永續。
故本研究綜整相關理論，梳理創新永續之準則內涵，並運用質量並濟分析法，以產、官、學界立意抽樣進行專家訪談，續以兩階段問卷與分析，首先歸納台灣旅行業銷售郵輪策略之關鍵因素含四構面15項準則，構面分別為「產業發展潛力」、「包船模式」、「PAK聯盟」與「市場創新機會」，整體而言，各構面重要度皆高於滿意度。
經服務創新與市+場機會之創新機會模式(Innovation-Opportunity Analysis, 簡稱IOA)分析，市場定位為「產能深化」、「鞏固聯結」、「服務優化」與「跨業推動」，所對應的創新策略分別為「創新」、「持續」、「改善」與「跨界」等。繼以決策試驗與實驗評估法(Decision Making and Trial Evaluation Laboratory, DEMATEL)進行分析，得到網絡關聯圖(Internetwork Relation Map, INRM)，歸納出影響郵輪銷售之改善模式。以構面影響力而言，由大至小依次為「包船模式」—「市場創新機會」—「產業發展潛力」—「PAK聯盟」；而各構面之準則亦有影響力之大小順序，形成改善之優先順序。
決策者或實務工作者可以根據欲改善之目標，按模式研擬具體可行之改善優先順序。研究結果可以提供台灣旅行業、政府以及相關單位推動郵輪觀光之參考，以臻產、官、學界共贏共利的郵輪市場。
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. |
