在網路環境日益成熟的今日，網路交易的安全性已被列為首要的課題，而「公開金鑰基礎建設(public key infrastructure, PKI)」被公認是在資訊安全應用領域中，少數能同時滿足「保護資料安全」、「身分驗證」、「訊息完整性」以及「交易不可否認性」的加密應用技術。 電子商務被運用於各行各業，其中旅遊產業是全球最大與成長最快的產業之ㄧ。許多網路旅行社已經在企業內部建置了企業資源規劃(enterprise resource planning, ERP)系統，使得幾乎全部的交易與旅遊的安排都可以在線上完成。為了確保資料交換的安全性，便可以使用PKI技術，使企業的ERP 成為受完整加密保護的服務網路。 網路旅遊業者是以網站營運的方式來進行與消費者的互動，除了基本的防護措施，如：防火牆、入侵偵測、弱點掃瞄等網路安全外，企業的資安政策的制定與執行都可減少企業所面臨的風險。 近年來資料外洩事件頻傳，客戶資料及公司智慧財產外洩可能導致罰鍰、訴訟、公司品牌形象的毀損等。政府積極推動個人資料保護法，為了提高約束力，立法、司法與行政部門決定聯手祭出「天文數字的重罰」加以遏止；加上惡意使用者偽卡盜刷、冒名使用，使得電子商務業者不得不審慎地去評估如何加強資訊安全，以維繫企業本身的利益及提高企業的競爭力。 PKI的技術是目前公認最可靠、最可被信任的方式，但建置的複雜性及高成本，使得PKI的推廣層面不夠普及；如何讓PKI由「技術」移轉成為成功的「應用」，故筆者在本論文中建議一個運作模式，讓網路旅行社可以在透過網際網路行銷擴大業務之餘，也能因應時勢所趨，提供給其客戶一個安全的網路交易環境。 / The safety of Internet transaction has been referred to as the most important task in this fully-developed world of Internet. And public key infrastructure, which can provide confidentiality, authentication, integrity and non-repudiation, is one of the most effective ways of encryption in the application of information security. The travel agency has been one of the largest industries in e-commerce. There are many enterprise resource planning systems built in online travel agencies, so that almost every transaction and tours can be arranged through the Internet. To provide a well-protected environment, enterprises can use PKI technology to ensure the safety of online data exchanging. Online travel agencies interact with consumers through the web-site. Not only the basic protection like firewall, intrusion detection, and vulnerability scanning but also the development and the executive of security policies can reduce the risk that enterprises may encounter. Fines, litigations and the company's brand image damages may come after data leakages such as information of clients or intellectual property of companies. Government has actively promoted personal data protection law and huge amount of fines to improve the bindings. Coupled with many fraud credit cards used by the malicious users, companies have to assess how to reinforce information security to maintain its profit and upgrade its competitiveness. PKI technology is recognized as the most reliable and trusted solution, but the complexities and high cost of implementation made it difficult to apply. So, the author here tries to provide a mode of operation for online travel agencies to not only extend its services by the Internet but also provide a safe Internet transaction environment for its clients.

網際網路與行動運算興起改變了人類的消費行為模式，消費者/顧客因為科技的進步而更方便、更願意分享其使用的經驗與意見，並且在價值加值過程中的角色也起了變化，顧客與企業藉由共同生產而創造更多的價值。在競爭激烈的旅遊市場中，強調旅遊體驗訴求的深度旅遊業亦受到了很大的衝擊。本研究探討深度旅遊之價值共創的方法與價值內涵，並以趣吧旅行社為深入個案研究的對象，所得到的主要研究結論如下： 結論一、深度旅遊業者之員工的觀察力和人文素養越高，則其所設計與開發的商品，越能凸顯深度旅遊的特性與價值。 結論二、深度旅遊業者之顧客，若越符合業者定義之目標客群，則越能夠在深度旅遊之中獲得新知、感受、與自我提升。 結論三、深度旅遊業者透過事前期望服務與實際感受服務的管理，建立共創價值。 結論四、深度旅遊業者在與顧客共創價值時，會善用達人做為重要的互動介面，並以顧客與達人間的旅遊體驗做為其提升共創價值的基礎。 結論五、深度旅遊業者會透過有效的風險告知與危機處理機制來提升顧客的實際服務感受。 / Internet service and mobile computing changing the patterns of the consumer behavior. Consumer or customer are more willing to share their experiences and opinions because of advances in technology, and their role in value-adding process has changed. Customers and enterprises create more value by co-production. In the highly competitive tourism market, emphasizing the depth of travel experience demands of tourism has also been a great impact. This study explores the value of in-depth tourism and the connotation of value co-creation; and study the case of Tripbaa on-line travel agency. The main conclusions are as follows: 1.The deeper the observation and the humanistic accomplishment of the employees of the in-depth travel industry, the more services they design and develop can highlight the characteristics and value of in-depth travel. 2.In-depth tourism customers, if more in line with industry-defined target customer base, the more able to get new knowledge, experience, and ego-enhancement. 3.In-depth travel agency create value through the expectations of the service and the actual experience of service management. 4.In value co-creation, travel agency will make good use of experts as an important interactive interface, and enhance the value which created by travel experience of customers and travel experts. 5.In-depth travel agency will be through effective risk notification and crisis management mechanism to enhance the customer's actual service experience.

網際網路問世和知識經濟時代來臨，現代人的生活形態深深受其影響。隨著網際網路觸角延伸到世界各地，上網人數快速增加，將具有共同興趣，但來自不同地域的人連結起來，在越來越多的網路用戶參與所造成的影響下，形成了許多虛擬社群。 Web2.0 概念的出現於2004年，其「網路即為平台」的基礎原則更將這股虛擬社群風潮推向高峰，成為一股不可忽視的網際網路力量。使用者所編織的集體智慧，變成了網際網路資源建立之核心，促使網際網路從以資訊為主的網路連結演變成以人為主的架構。 個案研究對象以台灣最大旅遊業者雄獅旅遊集團作為探討對象，利用研究者在雄獅旅遊集團之自身實習經驗以及與高階主管訪談過程中，得知雄獅旅遊集團在公司旅遊電子商務網站、品牌管理與其外部社群網站操作之實際做法。研究架構則是沿用邱志聖（2010）的4C策略行銷分析，整理出雄獅旅遊網在外顯單位效益成本、資訊搜尋成本、道德危機成本與專屬陷入成本之行銷運用，探究個案如何運用其旅遊電子商務網站經營與消費者行銷建立關係。此外並在外部選取全球成功且具代表性之旅遊電子商務網站與平台—Expedia作為標竿案例，針對該個案公司本身的電子商務網站經營以及其旗下TripAdvisor網站之 Web 2.0應用，作次集資料搜集與整理。Expedia身為美國線上旅遊市場之龍頭代表，背後的成功關鍵就是在整合電子商務網站與社群網站之經營。 在研究最後利用雄獅旅遊所興建平台與Expedia平台之比較與行銷4C分析，提出雄獅旅遊可學習與改善之處，提出其建議與結論。建議部分除包含對雄獅旅遊平台可參考之實際作法外，也試圖提出旅遊業建構電子商務社群網站可考慮之架構與資源分配之原則。 / The modern lifestyle has been intensely affected right after the invention of Internet and the era of knowledge economy. With the Internet usage expended all over the world, the rapid increasing in the number of Internet users will share many common interests. However, due to the fact that they are all from different geographical areas, these huge amounts of Internet users will become participating in the formation of many online virtual communities in order to gather and share their ideas and thoughts. The Web2.0 concept first appeared in 2004, the fundamental principle of “network as platform” makes this trend has a much cleared definition. The collective intelligence that users build became the core of Internet resource. The Internet has transformed from an information-based network to a human based network, from giving one way to multiple ways exchanging. This research mainly focuses on the largest travel agency in Taiwan, Lion Travel Corporation. Utilize the researcher’s internship experience and interviews with the head of E-Commerce department to intensely study the marketing methods that the company employs through Lion Travel’s official website, liontravel.com, in addition to its online brand management and its marketing strategies on the outer virtual community sites such as Facebook and YouTube Channels. The thesis employs Chiu’s (2010) four cost (4C) analysis to examine Lion Travel Corporation online marketing activities via a constructively critical lens. These four costs include external unit costs, information search costs, moral hazard costs and firm-specific assets costs. Moreover, this thesis chooses an international renowned online travel agency Expedia Inc. to set as a benchmarking case study sample for Lion Travel. Expedia Inc. has not only many very successful online e-commerce travel web stores but also established TripAdvisor virtual community to enhance its e-commerce utilities. TripAdvisor is a excellent example in managing collective intelligence, gathering travelers from all over the world to help them building travel industry knowledge. From comparing Lion Travel Corp. and Expedia Inc.’s online marketing strategies utilizing 4C analysis, the thesis has made several notable conclusions for Liontravel.com to imitate. The recommendations include not only some Expedia and TripAdvisor’s website practical methods but also given some advices for resource allocations.

A dissertação de Mestrado intitulada ´Relação Jurídica entre Agências de Turismo e Turistas-consumidores - Problemas e Conflitos em Porto Alegre/RS` aborda a relação jurídica existente entre agências de turismo (prestador de serviços turísticos) e turistas (consumidor). Este estudo inicia com uma síntese evolutiva da legislação turística. Nesse sentido, aborda aspectos marcantes da legislação turística brasileira ao longo dos tempos, dando maior ênfase àquelas que dispõem sobre agências de turismo, e também àquelas de relevância no regime jurídico atual. Em seguida, aborda a Relação Jurídica e Turismo, a partir de dois subitens. O primeiro refere-se às partes envolvidas nessa relação, ou seja, a agência de turismo e o turista. O segundo estuda a relação jurídica existente entre agências e turistas, a partir da caracterização da mesma e das conseqüências dessa relação, seja quanto aos aspectos gerais dos contratos, contratos eletrônicos ou, ainda, em deveres acessórios. Após este estudo teórico, parte-se para a pesquisa de campo, que foi realizada junto aos cartórios das varas cíveis e juizados especiais cíveis do Fórum Central de Porto Alegre. Esta análise permitiu fazer uma caracterização geral dos processos envolvendo agências de turismo, para em seguida assinalar as ações judiciais em andamento entre agências de turismo e turistas-consumidores. Por meio deste estudo foi possível analisar os problemas e conflitos existentes nesta relação, bem como propor medidas para a minimização destes conflitos. / Submitted by Marcelo Teixeira (mvteixeira@ucs.br) on 2014-05-05T16:44:19Z No. of bitstreams: 1 Dissertacao Andrea Monlleo Martins da Silva.pdf: 232386 bytes, checksum: ac2e334377a0718f3e78e19fb9970711 (MD5) / Made available in DSpace on 2014-05-05T16:44:19Z (GMT). No. of bitstreams: 1 Dissertacao Andrea Monlleo Martins da Silva.pdf: 232386 bytes, checksum: ac2e334377a0718f3e78e19fb9970711 (MD5) / The work entitled ´Juridical Relation between Travel Agencies and Tourists-consumers - Problems and Conflicts in Porto Alegre/RS` concerns the juridical relations between travel agencies (provider of tourism services) and tourists (consumer). This study begins with an evolutionary synthesis of tourism-related laws, giving greater importance to those regarding travel agencies and to the ones applicable in the current legal system. Next, it examines the Juridical Relations and Tourism, in two sections. The first refers to the parties involved in this relation, that is, the travel agency and the tourist. The second studies the juridical relation between travel agencies and tourists, its characteristics and consequences, in general aspects of contracts, electronic contracts and accessory obligations. After this theoretical study, a field research was conducted in the Central Civil Court of Porto Alegre. This research allowed a general description of lawsuits including travel agencies as one of the parties, to then establish which disputes include travel agencies and tourists-consumers. With this study it was possible to analyze the existing problems in this relation and also to develop measures to minimize these conflicts.

The main objectives this thesis was primarily assessment of the services level, which are provided by Travel agency Topinka in their own recreation centers by analysis and comparison these centers by predetermined criteria. The others objectives were to determine requirements and needs of customers using a questionnaire investigation and the current trends. On basis of these analyzes propose steps, which will lead to improve position of this company on the tourism market. These proposes are facultative program and two packages of services (combination of transport, accomodation, catering and additional services). The others are modernization recreation centers as innovation sports facilities and reconstruction and modernization areas too.

Les 10 000 agences de voyages en Allemagne et les 4 000 agences de voyages en France marquent le paysage touristique des deux pays et jouent un rôle important dans la distribution des prestations touristiques. Nous nous sommes interrogée sur la dynamique des agences de voyages en Allemagne et en France et sur les facteurs qui peuvent potentiellement expliquer leur dynamique hétérogène. La France se trouve dans une situation d'exception concernant la dynamique de ses agences de voyages : contrairement à beaucoup d'autres pays, le nombre d'agences de voyages françaises n'a pas diminué dans la dernière décennie. Ainsi, cela donne lieu à une remise en question de la relation fréquemment décrite comme causale entre la croissance de l'e-tourisme et la diminution du nombre d'agences de voyages. Au travers des méthodes quantitatives et qualitatives, nous avons comparé les facteurs juridiques, spatiaux, numériques et culturels qui influencent la structure des agences de voyages dans les deux pays. Cela nous a permis de montrer que les différences dans la législation affectent la structure des agences de voyages. Les agences de voyages françaises peuvent également jouer un rôle dans le tourisme réceptif de proximité (contrairement à ce qui se passe en Allemagne) de sorte que les facteurs spatiaux dans les deux pays présentent des différences. Notre étude indique aussi que l'e-tourisme entraîne une augmentation du nombre d'agences de voyages spécialisées. Enfin, il s'avère que les différences culturelles entre les clients des agences de voyages des deux pays sont plus faibles qu'attendues, aussi nous avons montré à travers l'étude d'exemples, que la presse touristique en particulier, crée des images erronées et participe à renforcer les stéréotypes de différenciation qui perdurent entre les deux pays. / The 10,000 travel agencies in Germany and 4,000 travel agencies in France shape the tourist landscape and play an important role for the tourism industry in both countries. We analyse the development of the number of travel agencies in France and Germany in order to identify factors that may explain the heterogeneity of the two systems. In this context, France can be seen as an exception: in comparison to many other countries, the number of French travel agencies has not decreased during the last decade. Thus, the French system challenges the relationship (often considered a causal one) between the rise of e-tourism and the decrease of travel agencies. By means of quantitative and qualitative methods we compare legal, spatial, technological and cultural factors in the two countries. We show that differences in the legislation affect the travel agency structure. Furthermore, French travel agencies are more likely to have a receptive character which means that spatial factors of the two countries can be different. Our study also indicates that e-tourism leads to a growth of specialized travel agencies. Furthermore, cultural differences between travel agency customers are smaller than expected. We present examples which demonstrate that the tourism press conveys a misleading impression regarding this topic and reinforces stereotypes. / Die 10 000 Reisebüros in Deutschland und 4 000 Reisebüros in Frankreich formen die touristische Landschaft und spielen eine wichtige Rolle im Vertrieb touristischer Dienstleistungen. Wir analysieren die Reisebürodynamik in Frankreich und Deutschland und identifizieren Faktoren, welche die heterogene Entwicklung der beiden Systeme erklären können. Frankreich eignet sich dabei als Vergleichsland, da die Anzahl französischer Reisebüros im Vergleich zu vielen anderen Ländern in der letzten Dekade nicht abgenommen hat. Das gibt Anlass, den häufig als kausal beschriebenen Zusammenhang zwischen der Zunahme des e-Tourismus und der Abnahme der Anzahl Reisebüros zu hinterfragen. Mit Hilfe von quantitativen und qualitativen Methoden vergleichen wir politisch-juristische, räumliche, technische und kulturelle Einflussfaktoren auf die Reisebürostruktur der beiden Länder. Wir zeigen auf, dass vor allem Unterschiede in der Gesetzeslage die Reisebürostruktur beeinflussen. Auβerdem nehmen französische Reisebüros in Teilen eine rezeptive Rolle ein, so dass die räumlichen Einflussfaktoren Unterschiede aufweisen. Unsere Studie weist darauf hin, dass der e-Tourismus eine Profilschärfung der Reisebüros in Richtung Spezialist bewirkt. Die kulturellen Unterschiede zwischen den Reisebürokunden der beiden. Länder sind kleiner als erwartet. Wir zeigen anhand von Beispielen, dass hier die touristische Fachpresse einen falschen Eindruck erweckt und Stereitypen zwischen den beiden Ländern verstärkt.

For my thesis I have chosen the topic Marketing strategy of tourism business. I have chosen the travel agency Firotour as a tourism company. The target of my thesis was to elaborate the marketing study of a tourism business as a base for strategic marketing. Conducted interviews with employees of the travel agency were held to get to know the operation of Firotour. Further a questionnaire for questionnaire investigation was created.

A dissertação de Mestrado intitulada ´Relação Jurídica entre Agências de Turismo e Turistas-consumidores - Problemas e Conflitos em Porto Alegre/RS` aborda a relação jurídica existente entre agências de turismo (prestador de serviços turísticos) e turistas (consumidor). Este estudo inicia com uma síntese evolutiva da legislação turística. Nesse sentido, aborda aspectos marcantes da legislação turística brasileira ao longo dos tempos, dando maior ênfase àquelas que dispõem sobre agências de turismo, e também àquelas de relevância no regime jurídico atual. Em seguida, aborda a Relação Jurídica e Turismo, a partir de dois subitens. O primeiro refere-se às partes envolvidas nessa relação, ou seja, a agência de turismo e o turista. O segundo estuda a relação jurídica existente entre agências e turistas, a partir da caracterização da mesma e das conseqüências dessa relação, seja quanto aos aspectos gerais dos contratos, contratos eletrônicos ou, ainda, em deveres acessórios. Após este estudo teórico, parte-se para a pesquisa de campo, que foi realizada junto aos cartórios das varas cíveis e juizados especiais cíveis do Fórum Central de Porto Alegre. Esta análise permitiu fazer uma caracterização geral dos processos envolvendo agências de turismo, para em seguida assinalar as ações judiciais em andamento entre agências de turismo e turistas-consumidores. Por meio deste estudo foi possível analisar os problemas e conflitos existentes nesta relação, bem como propor medidas para a minimização destes conflitos. / The work entitled ´Juridical Relation between Travel Agencies and Tourists-consumers - Problems and Conflicts in Porto Alegre/RS` concerns the juridical relations between travel agencies (provider of tourism services) and tourists (consumer). This study begins with an evolutionary synthesis of tourism-related laws, giving greater importance to those regarding travel agencies and to the ones applicable in the current legal system. Next, it examines the Juridical Relations and Tourism, in two sections. The first refers to the parties involved in this relation, that is, the travel agency and the tourist. The second studies the juridical relation between travel agencies and tourists, its characteristics and consequences, in general aspects of contracts, electronic contracts and accessory obligations. After this theoretical study, a field research was conducted in the Central Civil Court of Porto Alegre. This research allowed a general description of lawsuits including travel agencies as one of the parties, to then establish which disputes include travel agencies and tourists-consumers. With this study it was possible to analyze the existing problems in this relation and also to develop measures to minimize these conflicts.

隨著科技的進步和普及，電子商務的發展日益蓬勃，帶動商業模式的多元化，使得電子商務的商品不僅限於實體貨物也包含數位化商品及線上提供服務等電子勞務交易。將跨境電商納入課稅規範已是全球趨勢，日前台灣也已通過並發布針對跨境電子勞務交易之營業稅法修法，明定跨境銷售電子勞務予我國自然人買家之外國業者，應自行或委託報稅之代理人於我國辦理稅籍登記及報繳營業稅，旨在維護租稅公平並掌握稅源。本文擬以文獻探討法、比較研究法及個案研究法，以跨境電商營業人為主體，探討電子勞務交易之營運模式，深入了解業者透過跨境電子商務平台銷售電子勞務在我國目前稅制下之課稅議題，並以國際性之知名訂房網站-Agoda.com進行個案分析。最後針對我國電子勞務課稅現況提出政策之建議。 / Rapid development in technology has resulted in the prosperity of e-commerce and the variety of business models. The products of e-commerce are not only physical commodities but also electronic services like digital products and online services. With the global trend of taxation on cross-border electronic services, Taiwan government has announced an amendment to Value-added and Non-value-added Business Tax. The amendment specifies the tax obligation of cross-border business entities which sells electronic services to domestic individuals shall apply for taxation registration in order to uphold tax fairness and ensure tax revenue for the country. This study discussed the business models of electronic services and its tax issues ,adopting document method, comparative analysis method and case study on Agoda. The last chapter concluded the results from the aforementioned research methods and proposed ways to improve the current tax collection system on cross-border electronic services.

La question de l’aménagement du territoire est constitutive de toute étude portant sur le tourisme. Elle légitime d’une part la prise en considération d’un secteur sous-estimé, et ouvre par ailleurs à la recherche académique un champ d’application privilégié de par ses effets socioculturel, esthétique, technologique et économique tangibles, et sa portée géopolitique. Ainsi notre projet se situe à la confluence de deux orientations complémentaires. La première s’intéresse au développement des connaissances en tourisme, ainsi qu’à celle des schèmes qui progressivement les façonnent, et vise à en dégager un essai de redéfinition du tourisme, à la fois objet et outil de notre réflexion. Le second vecteur de notre recherche est l’application de cet essai de lecture épistémologique à l’étude des évolutions de l’aménagement touristique du territoire, issues des mutations de l’industrie du tourisme, réflexion en prise directe avec l’actualité touristique et aiguillage possible de politiques d’aménagement. À une synthèse des fondements de l’aménagement du territoire, succède une analyse de l’essor de clientèles émergentes dans le contexte positif du tourisme international. Cette occurrence se double de la mutation numérique du marché touristique qui, de par l’expansion des agences et comparateurs de voyages en ligne, réorganise et diversifie les rôles en redéfinissant la chaîne de valeur entre producteurs et distributeurs. Une analyse des évolutions de la station touristique et des stratégies des nouvelles métropoles touristiques finalise notre recherche. L’ensemble cible dorénavant une clientèle aisée, et requalifie le devenir de l’industrie touristique, activité de classe. / The issue of land-use planning is constitutive of any study on tourism. It legitimates consideration of an underrated sector on the one hand, and moreover opens up a field of application to academic research through its tangible sociocultural, aesthetic, technological and economic effects, and geopolitical impact. So our project is located at the confluence of two complementary orientations. The first focuses on the development of tourism knowledge as well as on the patterns that gradually shape them. It aims to highlight a redefinition attempt of tourism both subject and tool of our reflection. The second vector of our research is the application of this attempt of epistemological reading to the study of the developments in the tourist land-use planning, resulting from the changes in the tourism industry, a reflection in tune with the tourist news and possible switchpoint of land-use planning policies. An analysis of the rise of emerging clienteles in the positive context of international tourism succeeds to a summary of the basis for land-use planning. This instance is coupled with the digital mutation of the tourist market which, due to the expansion of agencies and online travel comparators, reorganizes and diversifies roles by redefining the value chain between producers and distributors. An analysis of the tourist resorts developments and of the new tourist metropolis strategies finalizes our research. The whole targets a wealthy clientele, and classifies the fate of the tourism industry as a class activity.