隨著觀光旅遊的需求大增，旅遊相關產業也順勢成長。旅遊產業主要是以服務為主的產業，OTA網路旅遊在啟動智慧旅遊發展看到商機後，創新模式經營能讓經濟規模可以在全球競爭激烈的旅遊環境中提升競爭力。在智慧旅遊互聯網開啟了參考資訊的建立後，服務導向邏輯的概念，因應以服務業為主要經濟活動的經濟模式而產生成為主流。

本研究藉由現有的OTA網路旅遊經營型態分析與歸納臺灣經營模式，探討國內OTA智慧旅遊創新平台，應用服務導向邏輯理論，與同業及供應商合作夥伴共創價值，符合目標市場的消費者需求。參考學者提出有關服務導向邏輯及OTA模式相關文獻，透過質化研究法、訪談法及行動研究法等資料的收集，進行個案研究與分析，歸納出的OTA創新模式經營模式和協同合作策略，提供適合模式予旅遊業經營參考，進而找出臺灣OTA的經營模式發展趨勢與建議。

經研究分析後發現臺灣的OTA模式可以分為四種：直銷經營、垂直搜尋、UGC、及P2P，發現協同合作的驅動程度以直銷經營模式OTA的關聯程度最高。此外本研究發現智慧旅遊的服務創新，可以解決旅遊業與旅遊者之間的資訊落差，經協同合作價值共創、資源整合，可以將旅遊產業導入良性競爭的經營環境，讓旅遊業產生更多服務創新的可能性，建議智慧旅遊的服務創新中，最關鍵的是透過資源整合提供便利的高效化服務。同時建議未來國內OTA發展路徑，可由直接銷售切入，並透過有效資源整合平台，符合國際市場帶給消費者較高的在位價值，創造更多商機，也比較容易成功。

關鍵詞: 網路旅遊、服務導向邏輯、智慧旅遊、創新服務

Increases along with the sightseeing traveling demand, the traveling correlation industry also takes advantage of opportunity the growth. The traveling industry mainly is by serves the primarily industry, the OTA network traveling saw after the start wisdom traveling development the opportunity, the innovation model management can enable the economical scale to be possible to promote the competitive power in the global competition intense traveling environment. Has opened the reference information establishment after the wisdom traveling Internet, the concept of Service- Dominant logic, in accordance to has into the mainstream take service industry as the main economic activity economic type.

This research analyzes by management pattern in the Taiwan because of the existing OTA network traveling management state, the discussion domestic OTA wisdom traveling innovation platform, the application service guidance logic theory, altogether creates the value with the same business and the supplier partner, conforms to the goal market consumer demand. Refers to the scholar to propose related service guidance logic and the OTA pattern correlation literature, penetration material and so on electron particle materialization methodology, interview law and motion methodology collections, conduct the case research and the analysis, induces the OTA innovation pattern management pattern harmonious cooperation with the cooperation strategy, provides suits the pattern to give the tourism management reference, then discovers Taiwan OTA the management pattern trend of development and the suggestion.

After the research analysis discovered Taiwan's OTA pattern may divide into four kinds: The direct sale management, the vertical search, UGC, and P2P, the discovery coordination cooperation actuation degree is highest by the direct sale management pattern OTA connection degree. In addition this research discovery Smart Travel Platform service innovation, may solve between the tourism and tourist's information dropping variance, altogether creates, the resources conformity after the coordination cooperation value, may travel the industry to induct the benign competition the management environment, lets the tourism have the more service innovation possibility, suggested the wisdom traveling in the service innovation, most essential is penetrates the resources conformity to provide the convenience the highly effective service. Simultaneously suggested the future domestic OTA development way, might cut into by the direct sale, and will penetrate the effective resources conformity platform, will conform to the international market to take to the consumer high to reign the value, creation more opportunities, also quite easy to succeed.

Keywords：OTA、Service- Dominant logic、Smart Travel Platform、Innovative model

一、中外文部分
1、交通部提出旅遊業定義（1981）「發展觀光條例」、「民法債編旅遊專節」
《民法》債編旅遊專節在第514-1
2、池熙璿 (2016)，服務主導邏輯Service-Dominant Logic: Premises, Perspectives, Possibilities
3、李明軒、邱如美譯(2010)，競爭優勢Competitive Advantage—Creating and Sustaining Superior Performance
4、觀光條例第27條及旅行業管理規則第三條，其「旅遊業管理規則」
5、蘇芳基於(1991)年，在《觀光學概要》，旅行社定義
6、衛南陽. (2001). 服務競爭優勢─ 探索永續經營的奧秘
7、青木孝誠. (2001). Tourism の定義について-もう一つの視点.
8、沈忱, & 杜骏飛 (2011). 打開潘多拉魔盒: SoLoMo 商業模式及前景 (Doctoral dissertation).
9、Achroll, R. S., & Kotler, P. (2014). The service-dominant logic for marketing. The service-dominant logic of marketing: Dialog, debate, and directions, 320.
10、Bilderbeek, R., & Den Hertog, P. (1998). Technology-based knowledge-intensive
business services in the Netherlands: their significance as a driving force behind knowledge-driven innovation. 67(2), 126-138.
11、Brodie, R. J., Glynn, M. S., & Little, V. (2006). The service brand and the service-dominant logic: missing fundamental premise or the need for stronger theory. Marketing Theory, 6(3), 363-379.
12、Hertog, P. D. (2000). Knowledge-intensive business services as co-producers of
innovation. International journal of innovation management, 4(04), 491-528.
13、Morrison, A. M. (1996). Hospitality and travel marketing (No. Ed. 2). Delmar
Publishers.
14、Regan, W. J. (1963). The service revolution. The Journal of Marketing, 57-62.
15、Rob Bilderbeek, Pim Den Hertog, (1996)Göran Marklund, Lan Miles Services in
Innovation

二、網路部分
1、美國旅遊協會（American Society of Travel Agents，簡稱ASTA）https://www.asta.org/
2、財團法人資訊工業策進會https://www.iii.org.tw/default.aspx
3、環球旅訊峯會&中國數字旅遊展“如何從割裂的全球旅遊業中尋找商機” (2018) https://hk.saowen.com/a/1cdaf1cec751d57ff0c4fa9199da5bd8f49f415641e2abbd643e7ae20ddb2db5
4、Mr. Jamie(May 6th, 2011) Web 3.0 定義，北美兩大創投天王的 SoLoMo vs. SoMoCloGlo 2012 年 http://mrjamie.cc/2011/05/06/web-3-fred-wilson-john-doerr/
https://www.euromonitor.com/about-us
5、交通部觀光局（2018）。Tourism 2020 臺灣永續觀光發展方案（106 ~ 109 年）
http://admin.taiwan.net.tw/upload/public/20180118/303b7396-4267-4562-a2f0-52dbabfb4f24.pdf
6、大航海探險隊(2017) OTA經營模式https://www.ecdiscovery.com/news_detail.php?id=399
7、雄獅旅行社：http://www.liontours.com.tw/1dom/index.asp
8、易遊網：http://www.eztravel.com.tw euromonito
9、KKday：https://www.kkday.com/
10、Euromonitor International研究，OTA商業型態https://www.euromonitor.com/