摘要

全球化讓地球村廣義的能做為一個大型的經濟體。現今數位網路世界建構成熟，資訊的廣播相當容易且多元；當中更趨使經濟活動熱絡，讓彼此之間的交易能夠截長補短，有效率地取得自己所需的資源協助。透過現在科技進步資訊發達，如何即時善用有效的資源，進行充分時效性上優勢的小型區域性運作模式，共享經濟就是這種共享概念下的縮影，也是一個有趣的課題。

高度服務導向的旅遊業，多提供制式的觀光套裝旅遊行程安排。藉由全球數位化的網路環境，對旅遊網站的服務資訊內容予以整理分類。商務旅客的在公務之餘的短暫休閒時間特性，相較於觀光旅客，分屬於不同的市場區隔。本研究鎖定商務旅客為研究對象，收集商務旅客於出差地或商務據點深度旅遊資訊的需求與期望。透過問卷的回應，歸納分類出商務旅客對商務據點深度旅遊的需求。同時對商務人士的過往經驗與痛點加以收集，探討如何在有限的資源內，讓商務旅客有效取得所需的當地旅遊資訊與服務，甚至客制化以滿足所需，並提出相對應的需求建議。呼應服務主導邏輯的核心理念，讓供給方與需求方，在不斷的互動過程中共同協作創造價值。也符合市場活動競爭環境中，能精準為顧客提供所需的價值，才具備正向的競爭態勢。

經由文件資料收集、目標客群問卷調查等手法，將資料透過歸納法分析整理。問卷調查中，透過Line群組聊天室、Messenger和電子郵件等方式發出問卷 372 份，回收問卷共 206 份，有效問卷共 196 份。調查受訪者的性別、年齡、職業、商務據點當地旅遊體驗的意願、進行當地旅遊體驗的痛點、對於當地旅遊體驗的期待，運用描述性統計分析、卡方檢定裡面的獨立性檢定和T檢定等統計手法。從中釐清現有旅遊網站單向廣播為主的旅遊資訊和功能服務，與商務旅客所需要的協助與旅遊據點當地資訊之間，是否有差異之處？且未完善處有其改善的空間為何？最終以研究結果，重新連結「共享經濟」對供給與需求的影響，提出旅遊服務資源的供給與需求重新有效配置的建議與方案。

本研究貢獻有下述三項：
1. 彙整現有熱門客製化旅遊網站資源與提供的服務現況
2. 了解商務旅客出差地旅遊服務需求所在
3. 建議現行旅遊業者，針對商務旅客需求，強化配套措施並提供對應服務。

關鍵字：共享經濟，服務主導邏輯，商務旅客，深度旅遊

Abstract
With the evolution of the Internet, marketable goods and services have become well established on a global economic scale. With new information technology and social media, the spread of ideas has likewise been diversified and streamlined. Obtaining marketing data has never been easier in today’s modern world. New business and economic strategies have evolved alongside technology. Transactions among peers have been drastically simplified and shortened over the years. By optimizing resources and simplifying transaction of services, it is interesting to see the effectiveness in transforming a small-scale regional operation into one that is scalable and self-sustaining. This peer-to-peer “sharing economy” is the epitome of this type of social optimization concept.

The highly service-oriented tourism industry provides many packaged tours and services. These travel packages and service information are then sorted and posted on each agency’s website or platform. However, not all travelers have the time to review information presented in the traditional method. In this study, the target audience group are business travelers, who have significantly more time constraints than leisure tourists do. To collect the needs and expectations of business travelers for in-depth analysis, a questionnaire was developed. Through the responses of the questionnaire, statistical analyses were implemented by focusing on the needs of business travelers and further delve into the travel viability of the in-depth featured tours. In relation to the core concept of “service-oriented logic”, all participants work together to create value using a process of continuous interaction between peers to become self-sustaining. Efficiency and accuracy on customer demands are the key driving factors in this competitive market.

The study group consists of 372 business travelers gathered through Line Group Chat Room, Facebook Messenger and e-mails. Of the 372 questionnaires sent, 196 valid ones were collected. Descriptive statistical analysis, chi-square test and t-test were applied to investigate the collected feedback. According to the research results, supply and demand are linked to “sharing economy”, whereas further study into comparative patterns and identifiers between each type of business travelers are needed. In addition, effective allocation of supply and demand for tourism service resources to in-depth travel is proposed.

The research contributes the followings:
1. Consolidation of existing popular customized travel website offerings
2. Understanding of the needs of business travelers on business travel services
3. Recommendation to tourism service providers and travel agents based on the needs of business travelers to strengthen their services to these clients.

Keywords: sharing economy, service-oriented logic, business travelers, in-depth travel

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