創新擴散與競合關係對產業轉型影響之研究:以GDS對旅行社影響為例 The Influence of Innovation Diffusion Theory and Coopetition on Industrial Transformation：An Example of the Impact of GDS on Travel Agencies

Abstract

台灣觀光旅遊業2019年產值之GDP佔比不到5%，遠低於世界平均值之10%，因此探討台灣旅遊產業發展與轉型之歷程有其重要性。本研究以Rogers創新擴散理論中創新屬性之相對優勢、相容性、複雜性、可試驗性及可觀察性，加上「創新再發明」與「創新群集」兩特徵作為研究構面；再以競合關係中爭取價值與共創價值兩構面共同探討台灣旅遊產業中GDS系統對旅行社轉型影響之研究。 本研究結果發現：相對優勢對企業轉型有顯著正向影響，創新群集對經營型態轉型有正向顯著影響、但無助於影響市場轉型；說明旅行社業者宜進一步與GDS做核心系統深度之合作。競合關係中爭取價值之競爭與共創價值之合作對企業轉型皆有顯著正向之影響；然競合關係做為創新擴散與企業轉型調節效果中，顯示爭取價值對於經營型態轉型具有強化之作用，但對於市場轉型不具調節效果；而共創價值則對企業轉型不具備調節效果且有負向之關係。 本研究在學術上之價值與貢獻在於創新以創新擴散理論與競合關係用於實證旅遊業之轉型做探討，再以產業中競合關係作為調節變數，以驗證理論於實務之適用程度。本研究囿於疫情影響以疫情前之情況作探討，建議可於疫情恢復、產業復甦後再以更多不同面向之理論基礎進一步作研究，將有助於更精準地探討台灣旅遊產業轉型之脈絡。本研究共計回收135份有效問卷，對象為旅行業經營者或高階主管，做為創新擴散理論與競合關係影響旅遊業轉型之研究，期能做為後續台灣旅行業經營之參考。 In 2019, the GDP of Taiwan's tourism industry accounted for less than 5%, which is far lower than the world average of 10%. Therefore, it is important to explore the development and transformation of Taiwan's tourism industry. This study takes the comparative advantage, compatibility, complexity, testability and observability of innovation attributes in Rogers' innovation diffusion theory, plus the two characteristics of "innovation reinvention" and "innovation cluster" as research dimensions. Furthermore the study on the influence of the GDS system on the transformation of travel agencies in Taiwan's tourism industry from two aspects: striving for value and co-creating value in the coopetition relationship. The results of this study found that relative advantages have a significant positive impact on enterprise transformation, and innovation cluster has a positive and significant impact on business model, but it does not help to affect market transformation. It shows that travel agents should further cooperate with GDS core system. The competition for value and the cooperation in co-creation of value in the coopetition relationship have a significant positive impact on the transformation of enterprises, however, the coopetition relationship, as the moderating effect of innovation diffusion and enterprise transformation shows that the pursuit of value has a strong effect on the transformation of business models. However, it has no regulatory effect on market transformation; while co-creation of value has no regulatory effect on enterprise transformation and has a negative impact. The academic value and contribution of this research lies in the innovation of the innovation diffusion theory and the coopetitive relationship to empirically explore the transformation of tourism, and then use the coopetitive relationship in the industry as a moderating variable to verify the degree of applicability of the theory to practice. This study is limited to discussing the impact of the epidemic and the situation before the epidemic. It is suggested that further research can be conducted with more theoretical foundations in different aspects after the epidemic has recovered, which will help to more accurately explore the context of the transformation of Taiwan’s tourism industry. A total of 135 valid questionnaires were collected in this study, and the target audiences were the owners or senior executives of travel agents. As a research on the influence of innovation diffusion theory and coopetitive relationship on the transformation of tourism industry, it is hoped that it can be used as a reference for subsequent Taiwan travel industry management.