OTA在疫情前透過通路優勢，如：多國語言平台、動態裝行程、通路行銷專業等，為旅館開發許多來自外國的旅客，OTA對本國人對於本國旅館消費市場占比不高。但在疫情期間，各國陸續頒布旅遊禁令，OTA平台也針對本國市場旅遊市場增加許多佔比，開始祭出優惠及關鍵字廣告，導致原先旅館能夠自己能夠掌握的客源減少約一半，而透過OTA平台訂房的旅客所貢獻的淨利比原先少了許多，因此OTA平台從原先傾向合作到疫情後較類似競爭關係。
而本研究從分析工具探討OTA策略做法與一般旅館業，發展策略發現利用OTA將首次消費顧客導入店內後，善用會員制度、較佳的旅館體驗、將優惠直接回饋給顧客後，反而能夠創造較高的利潤，也是企業能夠持續長期發展的關鍵。本研究使用PEST分析、五力分析、OTA平台相關文獻探討、策略管理、SWOT分析、公司治理等質性方法討論個案企業，深度分析得出在疫情後競合策略之作法與其他相輔相成之行為。
本研究針對台灣一般旅館產業發展趨勢、台灣一般旅館經營模式進行研究，得出台灣一般旅館產業與OTA平台之競合關係相關策略做法提供業界一項競爭與合作外新選項。

Before the epidemic, OTAs used their channel advantages, such as multi-language platforms, dynamic itineraries, and channel marketing expertise, to develop many foreign tourists for hotels. However, during the epidemic, countries have successively issued travel bans, and OTA platforms have also increased their share of the tourism market in their own markets. They have begun to offer discounts and keyword advertisements. As a result, the original hotel can control the source of tourists by about half. The net profit contributed by passengers who book rooms on the platform is much less than before, so the OTA platform has changed from the original preference to cooperation to a more similar competitive relationship after the epidemic.
This study discusses OTA strategies and practices and the general hotel industry from analytical tools. The development strategy finds that after using OTA to introduce first-time customers into the store, making good use of the membership system, better hotel experience, and direct feedback to customers, it will be more effective. Creating higher profits is also the key to the sustainable and long-term development of an enterprise. This research uses qualitative methods such as PEST analysis, five forces analysis, OTA platform related literature review, strategic management, SWOT analysis, corporate governance and other qualitative methods to discuss case companies, and in-depth analysis concludes that the practice of co-opetition strategies and other complementary behaviors after the epidemic.
This research studies the development trend of Taiwan's general hotel industry and the business model of Taiwan's general hotel industry and concludes that the strategy and practice of the competition and cooperation relationship between Taiwan's general hotel industry and OTA platforms provides a new option for the industry besides competition and cooperation.

目 錄
論文審定書 i
謝 誌 ii
摘 要 iii
Abstract iv
目 錄 vi
圖 次 viii
表　次 ix
第一章 緒論 1
第一節　研究背景與動機 1
第二節　研究目的 3
第三節　研究步驟與流程 6
第二章　文獻探討 7
第一節　PEST分析 7
第二節　五力分析 9
第三節　OTA平台探討 10
第四節　SWOT分析 22
第五節　經營策略 23
第三章　研究設計 25
第一節 研究方法 25
第二節 研究個案選擇與介紹 27
第四章 個案分析 31
第一節 個案企業PEST分析 31
第二節　個案企業五力分析 38
第三節　個案企業與OTA平台關係 43
第四節　個案企業SWOT分析 46
第五節 個案企業經營策略 49
第五章　結論與建議 53
第一節　研究結論 53
第二節　對後續研究建議 55
參考文獻 56
一、中文文獻 56
二、英文文獻 57
 
圖 次
圖1-1研究流程圖 6


 
表　次
表2-1 全球三大 OTA 基本資料 11
表3-1 河堤與佳適發展沿革 28
表4-1 總體環境構面影響整理 32
表4-2 五力分析影響整理 39

一、中文文獻
比達網 (2018) 。 2018 年中國OTA 用戶體驗調查報告。 取自http://www.bigdata- research.cn/content/201810/785.html
交通部觀光局 (2021)。2020 年觀光旅館營運報表。觀光業務統計。取自 https://admin. taiwan.net.tw/FileUploadCategoryListC003330.aspx
交通部觀光局 (2021)。2020年來臺旅客居住地分析統計。觀光統計年 報。取自https://admin.taiwan.net.tw/FileUploadCategoryListC003330.aspx
交通部觀光局 (2021)。觀光旅館房間數及家數總表。旅宿業相關統計。取自 https://admin. taiwan. net.tw/FileUploadCategoryListC003330.aspx

 
二、英文文獻
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Kang, Brewer & Baloglu, (2007). Profitability and survivability of hotel distribution channels,
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Peltoniemi, M. & Vuori, E. (2004). Business ecosystem as the new approach to complex adaptive business environments, Proceedings of eBusiness research forum, redcross- pbc.org
SiteMinder (2019b). Marketing your hotel: 5 key things to understand about working with online and offline channels. Retrieved from https://www.siteminder.com/r/hotel-distribution/hotel-channel-management/marketing-your-hotel-5-keythings-to-under stand about-working-with-online-and-offline-channels/
Toh, R. S., DeKay, C. F., & Raven, P. (2011). Selling rooms: Hotels vs. third-party websites.　Cornell Hospitality Quarterly, 52(2), 181-189
Yang, Y., Luo, H., & Law, R. (2014). Theoretical, empirical, and operational models in hotel location research. International Journal of Hospitality Management, 36, 209-220.