旅遊產業自民國90年台灣開始實施週休二日以來，國民休閒觀念提昇，交通設施的發達，加上國民所得的增加，種種因素而造就其產業迅速而持續的成長。本研究希望藉由對旅遊產業的觀察與分析，瞭解其如何跳脫傳統旅遊商業模式和經營策略，以傳遞創造體驗感動人心的旅遊故事到消費者的心中，及探索支撐整個產業的獲利方程式及持續成功的要素。
本研究的流程除了探討相關經營模式，並定義其產業的發展、旅遊O2O (Online to Offline) 相關研究。透過L公司及K公司兩家旅行社以整體性的多重個案分析法相互交叉比較予以驗証，並以深度訪談的方式、次級資料補充其不足，進一步的歸納個案的發現，最後做出本研究的結論與建議。
本研究發現可節略如下:
一、互聯網+旅遊的時代已經來臨，是不可忽略的趨勢
二、擴大利基，為產業帶來長尾 (The Long Tail) 效應
三、目的地旅遊已成為未來市場發展的主流趨勢
四、尋求異業結盟，拓展市場增加競爭優勢
最後的建議結論可歸納如下:
一、未來挑戰
二、消費者權益及服務品質
三、難以差異化，消費者容易比價後轉換
關鍵字: 旅遊、創新、跨境旅遊O2O平台、商業模式。

The travel industry has changed a lot over the last decade since the weekend holiday policy was implemented in 2001, with increase in leisure time, social progress, transportation and economic development, all of which had a dramatic impact on the nature of growth in travel business today. This case report is to compare and understand both the traditional and the innovative business model and strategy in the whole travel industry by observing consumer’s online purchase experience and perceptions of travel websites, and to explore the profit formula and success elements which support this industry.
In addition, this case report not only focuses on business model but also defines its industry development and tourism O2O (Online to Offline) related research. Cross-comparison of two multi-case analysis methods of L Company and K Company are used to verify each other. In-depth interview with secondary data is used to fulfill all the requirements in this case report. Finally, the conclusion and suggestion are listed as following.
The findings of my case report are:
-New trends in travel development by combining tourism with “internet plus”.
-Increase niche services could be considered the travel industry’s “long tail” effect.
-Continued growth of travel trends that drives industry is tourism destination.
-To create more competitive edge by finding the cooperation between two or more logistics companies (horizontal alliances).
The conclusion and suggestion of my case report are:
-Future challenges for the travel industry
-Consumer rights and service quality in the industry
-The price war in the industry
Key words: travel, innovative, O2O platform, business model

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