海峡两岸境外团体套装旅游趋势研究

Emerging Trends in Chinese Outbound Group Package Tours

团体套装旅游是亚洲许多国家及地区的主要海外旅游形式,本研究探索性地研究了海峡两岸境外团体套装旅游的现状和发展趋势,研究方法通过对台湾(台北)与大陆(北京)两地共30家经营境外团体套装旅游的旅行社高级管理者进行深度访谈后,通过分析得到419项类别目(台湾214项;大陆205项),归类过程信度值均超过0.8。研究结果表明,第一,海峡两岸的境外团体套装旅游发展具有相似性;第二,海峡两岸旅行社将朝“大者恒大、小者转型”的方向发展;第三,海峡两岸团体套装旅游产品的包装及营销手段将更趋向消费者导向;第四,在定价趋势上,大陆将朝“参考同业定价”与“需求导向”发展,台湾将以“低价竞争”发展,等等。本研究结果从应用价值上,可为海峡两岸经营境外团体套装的旅游管理者提供重要参考,从理论价值上,可为后续的深入研究提供系统性市场调查与分析结果。

In many Asian countries and areas, the group package tour （GPT） is one of the main modes of outbound travel. The development of Taiwan and China, two major outbound travel markets in Asia, would be an influence to Asian outbound travel market. The purpose of the study is to explore the trends in future Chinese outbound GPT. For both Taiwan and China, in total, 30 major travel agencies＇ senior managers were invited to participate in the in-depth interviews. Content analysis was employed to analysis the interview data. Totally 419 categories were emerged （214 categories of Taiwan; 205 categories of China）. The intra-judge reliability and inter-judge reliability were above . 80. The research findings have abundant implications for practitioners as well as academics. For example, the developments of outbound GPT have a similar pattern but in different stages for Taiwan and China. Largescale or small-niche-scale operating model will probably be the mainstream for both Taiwan and China in future outbound GPT. For packaging and marketing strategies of GPT products in both Taiwan and China, customer-orientation will be a focal point in the future. For pricing strategy, China has developed status-quo-oriented and demand-oriented pricing modes, but low prices will be a dominant pricing strategy in Taiwan, etc. The results from each categorization yield some interesting and useful information that can be translated into marketing and managerial guidelines for travel managers. Moreover, it may suggest avenues for continued systematic research.