旅行社邁向永續之路-探討旅行社業者導入Green Travel Seal綠色旅行標章認證之研究
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2023
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本研究以資源基礎理論為依據，以取得Green Travel Seal綠色旅行標章(簡稱GTS)作為旅行社資源之出發點，探討取得之過程與經驗，邁向永續旅遊的啟發、學習與實踐；並提供更多未來申請永續旅遊認證標章的旅行社業者評估與參考。本研究由旅行社業者觀點，透過GTS有系統性的認證工具及十二大主題來探討永續旅遊，以立意抽樣，邀請已取得GTS之四家業者，包含有綜合一家、甲種二家及乙種執照各一家的旅行社，進行個別深度訪談，收集實務操作，透過訪談及資料分析，所得結論如下：(1)旅行業者取得GTS認證標章的過程並不困難，有很多實務都已在日常及遊程中實踐，需要統合數據證明，並持續及改善加強，落實永續旅遊及取得標章，最主要的關鍵因素是訂定目標與行動。企業營運永續才能給予企業及遊客永續的遊程；(2)在環境管理、社會責任和健康與安全領域的GTS，是為中小型企業及家庭企業所設計的友善標章，適合初次參與的中小型業者，協助業者監控營運系統，以中文溝通平台工具來評估和認證。以符合臺灣在地文化及行業特性，強化企業永續發展政策及目標任務。認證是一個工具，了解世界趨勢對永續旅遊的規範，檢視自己努力的進展，趨勢會促使業者遲早都要做，領導者要有決心貫徹執行，提供未來申請永續旅遊認證標章的旅行社業者評估與參考。
According to resource-based theory, this study examines the process and experiences of obtaining the Green Travel Seal (GTS) as a resource for travel agencies, which is aimed to inspire, learn, and practice sustainable tourism. The study also provides evaluation and reference for travel agency operators considering future applications for sustainable tourism certification. From the perspective of travel agency operators, this research examines sustainable tourism through the GTS certification tool and its twelve major themes. Through purposive sampling, interviews were conducted with four travel agencies that have successfully obtained the GTS, including one Consolidated Travel agency, two Class-A agencies, and one Class-B agency, to gather practical insights. The findings from interviews and data analysis lead to the following conclusions: (1) The process of obtaining the GTS certification is not as challenging. Daily practices have already been implemented in operations and itineraries. However, integrating data for evidence, continuous improvement, and implementation of sustainable tourism is crucial, with goal-setting and action being key factors. Sustainable operation is essential for providing all clients with sustainable enterprise. (2) The GTS is a user-friendly certification for small and medium-sized enterprises and family businesses. Such design is in the areas of environmental management, social responsibility, and health and safety. It is suitable for first-time participants, assisting operators in monitoring their operational systems through Chinese communication platforms for evaluation and certification. It aligns with local culture in Taiwan and industry characteristics, strengthening sustainable development policies and goals in businesses. Certification serves as a tool to understand global trends in sustainable tourism, evaluate progress, and prompt operators to adopt sustainable practices. Leadership commitment is crucial for successful implementation. This research provides a comprehensive evaluation and reference for travel agency operators considering future applications for sustainable tourism certification.
According to resource-based theory, this study examines the process and experiences of obtaining the Green Travel Seal (GTS) as a resource for travel agencies, which is aimed to inspire, learn, and practice sustainable tourism. The study also provides evaluation and reference for travel agency operators considering future applications for sustainable tourism certification. From the perspective of travel agency operators, this research examines sustainable tourism through the GTS certification tool and its twelve major themes. Through purposive sampling, interviews were conducted with four travel agencies that have successfully obtained the GTS, including one Consolidated Travel agency, two Class-A agencies, and one Class-B agency, to gather practical insights. The findings from interviews and data analysis lead to the following conclusions: (1) The process of obtaining the GTS certification is not as challenging. Daily practices have already been implemented in operations and itineraries. However, integrating data for evidence, continuous improvement, and implementation of sustainable tourism is crucial, with goal-setting and action being key factors. Sustainable operation is essential for providing all clients with sustainable enterprise. (2) The GTS is a user-friendly certification for small and medium-sized enterprises and family businesses. Such design is in the areas of environmental management, social responsibility, and health and safety. It is suitable for first-time participants, assisting operators in monitoring their operational systems through Chinese communication platforms for evaluation and certification. It aligns with local culture in Taiwan and industry characteristics, strengthening sustainable development policies and goals in businesses. Certification serves as a tool to understand global trends in sustainable tourism, evaluate progress, and prompt operators to adopt sustainable practices. Leadership commitment is crucial for successful implementation. This research provides a comprehensive evaluation and reference for travel agency operators considering future applications for sustainable tourism certification.
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綠色旅行標章, 立意抽樣, 旅行社, 認證, Green Travel Seal, purposive sampling, travel agency, certification