碩士 / 國立高雄應用科技大學 / 觀光與餐旅管理系 / 100 / Recently, in regard to the rapid growth of economy, the increase of our average income, and the implementation of Rest on Weekends in Taiwan, the requirement and importance for recreation and traveling has greatly increased.
As we all know, Taiwan was restored from Japan in 1945. The elders reminisce the period of Japanese colony while the youngsters adore its pop culture. Based on the above two factors, Japan is one country appealing to everyone. In geographical aspect, Japan is not far from Taiwan as it only takes two and a half to five hours of flight. In cultural aspect, the two countries share similar cultural backgrounds as Chinese characters are seen in every street and alley, providing a sense of friendliness. Moreover, Japan not only has world-classed sceneries and buildings, but it is also a place with leading trends of fashion and boutiques.
In Taiwan, the requirement for traveling abroad has greatly increased in which most people prefer travel agencies to help them with the business. Through exclusive operating modes, travel agencies may well use their abundant resources and excellent service quality to reach a win-win situation of sustainable operation and complete profit. In addition, the traveling market in Taiwan is pretty mature that 60 percents of Taiwanese people choose to travel abroad. Among these countries, Japan is widely visited; therefore, it is worth doing a deeper research on the market segmentation of these travel agencies so as to have a further understanding. There are five purposes in this thesis:
1. To know the percentage and importance of Japan in the market segmentation of overseas traveling for travel agencies.
2. To know the advantage of operating the market segmentation of Japan for travel agencies.
3. To know travel agencies’ countermeasures when meeting international coups, natural disasters, and other unavoidable massive incidents.
4. To know the predicaments for travel agencies when running the market segmentation of Japan.
5. To know travel agencies’ marketing strategies on promoting the market segmentation of Japan.
The methodology of this thesis is done by qualitative research. Through interviewing executives of several travel agencies, the results are as follows:
1. The net profit and the percentage of running the market segmentation of Japan take 50 to 60 % of the whole operating profit of consolidated travel agencies.
2. Exclusive products, negotiated price, service, and reputation are advantageous factors of running the market segmentation of Japan for travel agencies.
3. Travel agencies tend to lower their operation cost when meeting international coups, natural disasters, and other unavoidable massive incidents.
4. Tickets reservation, off-season sales, the appreciation of Yen, and the competitive or cooperative relationships among travel agencies are all current predicaments that a travel agency’s operating ability.
5. The strategy of creating a high-priced image and selling at the expense of profits are used in accordance to the mode of consumption in the M society.
| Identifer | oai:union.ndltd.org:TW/100KUAS8720001 |
| Date | January 2012 |
| Creators | MING-HSIU HSIEH, 謝明秀 |
| Contributors | MING-YUAN WANG, 王明元 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 100 |
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