智慧觀光網站之營運模式探討

A Business Model for Smart Tourism Websites

隨著網際網路的發達與資訊大爆炸，旅遊網站如雨後春筍般成立，並透物聯網、雲端計算與大數據等智慧技術，使網站之設計與功能不斷推陳出新。因此，需透過良好的營運模式架構，以維持及提升網站之競爭優勢，使其脫穎而出。本文以Osterwalder與Pigneur所提出之營運模式畫布的九個構面為理論架構，探討智慧觀光網站營運現況。構面包括價值主張、目標客層、配銷通路、關鍵活動、關鍵資源、關鍵夥伴、成本結構與收益模式。研究結果發現國內智慧觀光網站若能掌握智慧化系統工具以整合各項觀光服務，透過有效的營運模式強化外部顧客關係、擴增多元化的內部資源，並有效規劃成本增加收入來源，便能提升使用者之滿意度及回訪次數，以鞏固其優勢地位。根據研究結果擬出以下幾點建議：一、強化外部顧客關係；二、擴增內部資源；三、成本規劃增加收益；四、後續研究建議。以作為日後政府或企業組織在架構智慧觀光網站營運模式時之參考。

With the development of internet and information explosion, travel websites sprouted up like mushrooms. And through the smart technology, for example , internet of things, cloud computing and big data etc., the design and functionality of the websites are made innovation from the old. Therefore, through a great business model framework to maintain and enhance the competitive edge website to make it stand out. This study will use business model canvas by Osterwalder and Pigneur to explain the current status of travel website. The nine key points include value proposition, customers segment, channels, customers relationships, revenue streams, key resources, key activities, key partners and cost structure. The results found that if the domestic travel websites can grasp the smart system tools to integrate the various tourism services, and through effective business model to strengthen customer relationships, augment multiplicity internal resources and effective planning cost to increase revenue source, it would improve customer satisfaction, frequency of return visit. According to the results drawn up the following suggestions: First, strengthen the external customer relationships; Second, augment the internal resources; Third, cost planning and increase revenue; Fourth, the follow-up study suggests. To serve as a reference for future government or organization when they architecture platform operating mode of sightseeing site.