客源地到目的地，旅遊元件碎片化整合下一步？全球大型旅遊業者分析

Many global tour operators sensed the upcoming changes, the increasing tourist numbers, and technology. Additionally, with the rise of more unconventional travel platforms; for example, KKday, KLOOK, and Tripresso, changes in the traditional business model are inevitable. However, where should we go? What business model are we employing? There are no clear answers. Global giant tour operators, for example, Expedia and Priceline, Trip.com and U Tour, JTB, Flight Centre, and Lion Group, are using different strategies, which include: 1.) International merger and ac-quisition to acquire elements at the destination; 2.) Building online platform and integrating suppliers; 3.) Strategic alliance and investment to integrate resources at destination; and 4.) One-stop service of re-source integration. However, previous studies on tourism elements only focused on conceptual discus-sions, cooperation between airlines and travel agencies, or strategies for operating different online platforms and did not further explore the development of future business model so leaving an unsolved issue to explore. Due to the impact of the global pandemic, many overseas interviews can only be suspended. Though it’s a tough situation for the study, this study still conducted interviews from Lion Group, KKday, ezTravel from Taiwan, H.I.S from Japan, KLOOK from Hong Kong, and Expedia from USA. After the interviews, this study constructed a quantitative questionnaire based on the qualitative data so as to investigate the travelers’ purchasing experiences and expectations for future service regarding the ele-ment integration provided by tour operators. The qualtitative data were obtained from Taiwan, China, Japan, and the United States in total 899 samples. The results of qualitative interviews and quantitative questionnaires constructed a business model of Travel Elements Integration. Its characteristics are: under the trend of travel elements, the target customer group of the tourism industry is the younger generation, and most consumers prefer to pur-chase self-guided tour or customized travel products and pursue the convenience of purchase channels, such as using online travel agencies (OTA) or APP to purchase travel products. In travel agencies, key partnerships and enhancing customer relationships can bring higher returns. In response to the trend of fragmentation of travel elements, travel agencies can integrate service providers in destinations to de-liver more flexible selections for consumers. In customer relations, with the increase utilization of APPs, this present study suggests that travel agencies can develop faster and more convenient APPs, so as to response to customers’ needs instantly, provide more service channels for customers, in the end, improve customer satisfaction and bring more benefits. With the qualitative and quantitative methods, we deeply believe this exploratory study made some contributions to the development of travel business model. Also, it will advance the knowledge of the theoretical development on travel element integration.