隨著旅遊資訊來源以電腦網路的比率增加，加上上游供應商直接對旅客銷售商品。使得九成旅客以自由行方式為主，目的地旅遊平台因而興起。目的地旅遊平台為旅遊業者整合消費者想到達的地方之相關資源，省略中間商直接與服務業者簽約，深入當地經營，提供在地化旅遊行程元件，使旅客能自由組合旅遊行程。目前目的地旅遊平台規模較小，以自行開發本地行程為主，產品同質化高、供應商規模較小等問題。而旅遊平台的經營模式與動態發展，會因為不同背景條件與管理者不同的做法而產生差異。鑒於上述，本研究對於新創目的地旅遊平台與既有企業轉投資旅遊平台進行研究，以系統動力學的質性研究方法，建立旅遊平台之成長動態，觀察兩者之間因為背景條件的不同，產生不同的差異點。研究結果發現，新創目的地旅遊平台與既有企業轉投資旅遊平台，兩者運作的方式雖有所不同，但皆是以網路外部性為最重要的成長主因。讓顧客提高旅遊平台價值帶來更多顧客，以環環相扣的方式促進成長。但容易出現旅遊平台業者大者恆大的現象。以新創企業來說，其資金較不充裕，產生的成長限制較多。既有企業轉投資，有著本業的資源注入，具有較多成長機制與動能。若平台能夠制定策略克服其成長限制，則能夠持續成長更加茁壯。 The mission of the local tour platform is to integrate resources related to the places that consumers want to reach. It can leave out the middleman to sign the contract directly with the service provider, and provide a localized travel line, so that passengers can combine the travel programs by themselves. Currently, the problems of local tour platform include small market size, high product homogeneity, and small supplier size. The business model and dynamic development of the tourism platform will be different because of different background conditions and different practices of managers. Therefore, this study research on the local tour platform and the existing tourism platform. The qualitative research method of system dynamics is used to establish the growth dynamics of the tourism platform, and observe the difference between the two platforms due to the different background conditions.The research results show that the local tour platform and the existing tourism platform are based on the network externality as the most important growth factor. However, it is prone to the phenomenon that the local tour platform can’t exceed the existing tourism platform. In the case of local tour platform, their funds are less abundant and there are more growth restrictions. Existing tourism platform has the resources of their own industry, and can be strong. If the platform can develop strategies to overcome its growth constraints, it can continue to grow stronger.
