台灣赴歐高端旅遊產品創新元素之研究-以休閒主題旅遊為例

Abstract

摘 要 台灣高端消費族群消費趨向與要求提升，資訊的傳遞與取得快且易，旅遊產業的價值鏈產生明顯變化。為讓業者可自我提升與迎和高端消費的方式，需瞭解如何將設計行程的專業提升，來滿足自主性越來越高的高端消費層。目前因受整合平台的衝擊，旅行社的掌握特有專業的能力受到衝擊，新消費型態的價值鏈裡，消費者有更多資訊、更多選擇管道，且純熟 的電子商務的讓顧客關係管理(CRM)互動容易，唯有滿足消費者需求的服務，將是提升競爭力的關鍵手段。研究專業的創新理論與導入實際創新產品的研發流程如創新漏斗，來管理篩選創意並提升差異化與吸引力組合的產品，以此創新的想法與策略規劃來因應競爭的產業環境。 本論文之研究是如何以競爭優勢來獲得競爭利基及以創新的論點來因應消費端的變遷，運用AHP 的專家問卷調查的結果，權衡不同領域專家之意見，歸納出高端歐遊創新的要素，以三大構面:吸引力、市場性、專業度等來分析其權重，提供高端旅遊業之參考與研究，研究結果顯示：具文藝情境特性內涵相關性之創新方案中以專業度與專屬獨特列為首要的要素； 具頂級美食特色為亮點相關性之創新方案中以獨特性與特定餐飲菜單列為首要的要素。 選擇方案中最優先組合，來提供旅遊業於高端歐洲旅遊發展上一個參考與助益，讓高端的消費者有理想專業的旅遊業者可安排更佳的行程，來創造出更大的優勢，讓創新服務帶給高端消費者有更滿意與驚喜，獲得雙贏的格局。Abstract Due to the demand of Taiwan high end expense consumer groups and the quick and easy information transmission, the value chain of travel industry has been changed tremendously. In order to satisfy the autonomous high end expense consumer groups, the travel enterprises need to be promoted to design the special travel itineraries for customers. At present, the professional ability of the travel agencies is impacted by the integration platform. With the new consumption patterns in the value chain, the consumers have more information with more choices. In addition,the sophisticated e-commerce makes customer relationship management (CRM) easy to interact,and the key to enhance competitiveness is to meet the consumers’ needs. With the research on professional innovation theory and the introduction of innovation product development process,such as innovative funnel that helps to manage the screening of ideas and enhance the combination of differentiation and attractiveness of the product, the travel enterprises can easily adapt to the competitive industrial environment. This study aims to illustrate the competitive niche and the innovation argument to cope with the change of consumption side, using the results of AHP expert questionnaire survey to weigh the opinions of experts in different fields and summarize three elements of high-level European tourism innovation such as attractiveness, marketability, and professionalism. The results indicate that the innovation scheme with the connotations of literary and artistic situation characterized by the degree of professionalism and uniqueness is considered as the primary element; with the top food characteristics for the highlight of the relevance of the innovative program to uniqueness and specific dining menu is also a primary element. Choosing the best combination of packages enhances the high-end European tourism development, so that the ideal professional travel industry can arrange a better trip to satisfy the high-end consumers with surprises, and to create a win-win situation.