近幾年來，由於地球村、國民所得提高、台幣升值及大陸對外開放，旅遊已經不再是奢侈品了，出國人口每年已經達到700萬人次，而2005年日本來台的觀光人數更是突破100萬人次。在競爭的旅遊環境裡，也因為消費者年齡層次的不同、教育程度的不同、所得的高低等，對旅遊產品的偏好也會有很大的差異，新產品的開發也就越顯得重要。由於台灣旅行業的環境低價市場惡性循環、產品生命週期短暫、無所謂的專利權、獲利空間越來越小、投資報酬率不高、生存空間越來越小、經營的體質越來越差，故而旅行業者並未投注太多的人力與物力在新產品開發上。 
    本研究探討（a）旅行業對新產品的定義，（b）旅行業決定『開發全新產品』或是『改良品』的決策因素，（c）旅行業新產品開發的時間、成本、人力、產品的生命週期，（d）旅行業新產品開發優勢之維護、建立進場障礙，（e）旅行業在開發新產品的過程當中，網際網路所扮演的角色。
    經由訪談各旅遊局、旅行業者之後，發現：
（1）對新產品有不同的定義：因為旅行社的經營項目不同，所以對新產品的定義會有不同的見解，其新穎的成分有從『100%』、『50%』、『20%－50%』的界定。
（2）新產品開發跟隨『主題』：旅行業開發新產品時，會與觀光局、航空公司撘配，近幾年有很多業者會隨著電影場景主題而推出新產品。
（3）路線長短決定生命週期：新產品開發的時間、產品的生命週期會因為路線長短而不同。
（4）旅行業新產品開發之後很難維護其優勢：由於旅行社的進入障礙低，所以業者在新產品開發之後很難維護其優勢。
（5）網際網路應用之普及：因網際網路的興起、資訊的全面開放，讓消費者不用出門即可完成購買手續，程續簡單又省時，所以有些業者已整合公司由內而外的資訊，隨時更新網站上的旅遊資訊，以提供給消費者更迅速、更便捷的服務。       
    希望透過本研究讓各有關單位能投注更多的物力、心力在新產品開發上面，讓所有的消費者每年都有不同且優質的新行程可選擇。

Travel is not a luxury any longer these years due to the increase of GNP of Taiwan global village and Taiwan, appreciation of New Taiwan Dollars as well as liberal policy adopted by Chinese Government. Approximately 7,000,000 passengers went abroad per year, and more than 1,000,000 Japanese people came to Taiwan for the purpose of tourism in 2005. In the competitive travel industry, there would be a great difference in the preference of travel products on account of different age ranges, different education backgrounds and different income levels of consumers; as a result, the development of new products becomes more important day by day. However, because of unfair competition by lowering prices, shorter life cycle of products, unprotected patent right, lower profitability, low return on investment, smaller subsistent space and worse operating environment, the local travel agents have not expended too much labor and money in developing new products.
This study discusses the following issues herein: a) The definition of the new product of a travel agent; b) Under what circumstances, a travel agent decides to develop new products or to repack the existing products; c) Average time, cost and labor,life cycle of a product; d) How will a travel agent maintain its competitive edge and prevent the competitors from sharing the market after developing a new product; and e) What role will the Internet play in the process of development of new products.
Through in-depth interviews with the local Tourism Bureaus and several travel agencies, it was found that: 

1.	Individual agencies defined new products differently from one another: Travel agencies that operate differently had different definition for what a new product really is. On the same scale a product or service may be rated from “100%”, “50%”, “20%~50%” new.
2.	New products are developed after particular themes: Travel agencies usually consult the local tourism bureau and airlines for their cooperation during the developmentof new product. In the recent years, many agents had launched new products following particular scenes from popular movies.
3.	The length of each itinerary determines the life-cycle of each product: The time required to develop new products, and the product life-cycle changes with respect to different lengths of every itinerary. 
4.	It is difficult to maintain advantage once a new product had been fully developed: Since there is low entry barrier into the tourism and travel industry, travel agents often find it difficult to defend and maintain their advantages obtaining through the development of new product for long periods of time. 
5.	The widespread use of the Internet: The arising of the Internet had opened vast amount of information to the customers themselves. Customers can complete the purchase process without having to step out of their homes, in an easy and time efficient manner. Therefore many travel agencies had developed their own websites and systems based on their knowledge from the past. Agencies are now able to provide quick services to their customers by frequently updating and posting the latest tourism information on their websites.  
I sincerely hope that all authorities-in-charge can, after reading the present article, input more efforts in developing new products in order to allow all consumers to have different choices for a variety of excellent new itineraries or product mixes in every year.

目錄
頁次
謝函I
中文摘要II
英文摘要IV
章節目錄VII
表目錄X
圖目錄XI
附錄1、補充表圖目錄XII
第一章緒論1
第一節研究背景與動機1
ㄧ、研究背景1
二、研究動機2
第二節研究目的4
第三節研究方法5
ㄧ、觀念模式5
二、研究產品範圍5
三、訪談對象7
四、研究流程9
五、資料蒐集10
第二章新產品開發理論之探討11
第一節新產品之定義與分類、類型11 
ㄧ、新產品之定義11
二、新產品之分類14
三、新產品之類型15
第二節旅行業新產品開發流程─依照ISO9001之定義18
第三節新產品開發關鍵成功因素24 
第三章旅行業之定義與特性及台灣旅行業之分類與營業範圍27
第一節旅行業之定義與特性27
ㄧ、國外對旅行業之定義27
二、旅行業之特性28
第二節台灣旅行業之分類與營業範圍31
第三節旅行業新產品開發之優劣威機(SWOT)分析34
第四節旅行業新產品開發訪談分析36
第四章台灣旅行業全新產品與改良品開發之實證分析40
第一節鳳凰旅行社40
第二節易遊網旅行社46
第三節良友旅行社55
第五章結論與建議60
第一節摘要與建議60
ㄧ、摘要60
二、建議61
第二節研究限制62
第三節未來研究方向63
參考文獻64
一、中文部分64
二、英文部分65
三、參考網站67 
附錄1、補充表圖目錄68
附錄2、深度訪談邀請函80
附錄3、深度訪談紀錄（各國駐台觀光局）81
附錄4、深度訪談紀錄（台灣旅行業者）85
附錄5、深度訪談紀錄（大陸旅行業者）96
表 目 錄
表1-1出境人口統計表6
表1-2訪談對象資歷ㄧ覽表8
表2-1新產品開發流程圖21
表3-1訪談對象隊新產品的定義37
圖 目 錄 
圖 1-1觀念性架構圖5
圖 1-2研究流程圖9
圖 2-1產品生命週期四階段13
圖 2-2Booz,Allen and Hamilton（1982）新產品類型相對公司及市場之新穎程度15
圖 2-3Gobelo & Brown（1987）新產品創新矩16
圖 2-4新產品開發小組組織圖22
圖 2-5新產品開發小組組織圖（本研究整理）23
圖 3-1旅行業新產品之SWOT分析34
圖 4-1凰旅行社公司產品圖42
圖 4-2易遊網旅行社網站使用率47 
圖 4-3易遊網旅行社公司產品圖49
圖 4-4良友旅行社公司產品圖56
附錄1、補充表圖目錄
附錄1-1新產品開發小組權責與經歷68
附錄1-2新產品開發矩陣功能組織70
附錄1-3新行程企劃書71
附錄1-4協力廠商之評選標準72
附錄1-5新行程考量要素73
附錄1-6同業產品比較表77
附錄1-7設計變更通知單78
附錄1-8風險評估與管制計畫79

一、中文部份
1. 王再生(2003)，旅行社新產品開發策略與績效關係之研究—從核心能力與供應商涉入，世新大學觀光研究所碩士論文。
2. 司徒達賢(1997)，策略管理，第二版，台北：遠流。 
3. 交通部觀光局電子圖書館，旅行業從業人員基礎訓練教材。
4. 周文賢、林嘉力(2001)，新產品開發與管理，第一版，台北：華泰。  
5. 林登燦(2001)，旅行業經營管理，台北：品度出版。
6. 林嘉隆(2001)，旅行業經營與管理，台北：先鋒打字印刷公司。
7. 容繼業(1996)，旅行業理論與實務，第三版，台北：揚智文化。
8. 張景唐(2005)，旅行業經營與管理，第一版，台北：偉華。
9. 陳定國(2003)，有效總經理－企業將帥術，初版，台北：聯經。
二、英文部份
1.Ayal, I., Rothberg, R. (1968) . Strategic control of R&D resource allocations in diversified business. Journal of Product Innovation Management, 3(4), pp.238-250.
2.Barczak, G. (1994). Gaining superior performance of new products in the telecommunications industry. Journal of Business & Industral Marketing, 9(4), pp.19-32.
3.Booz, Allen and Hamilton(1968), Management of New products, NY: Allen and Hamilton Inc.
4.Booz, Allen and Hamilton(1982), New Product Management for the 1980s, New York, p.17.
5.Cooper, Robert G.(1980), Project New Prod Factors in new Product Success, European J. Marketing,Vol.14, No.5.
6.Clark & Wheelwright(1993), Managing New product and Process Developmnet, New York,1993.
7.Crawford, C.Nerle(1994), New Products Management, 4th ed., Homewood.
8.Drucker .Peter F. (1974) Management: Tasks, Responsibilities, Practices.
9.Gobeli, D.H. and Brown, D.J.(1987),“Analyzing Product Innovations”, Research Management, 30(4), pp25~ 31. 
10.Kotler,Philip(1994), Marketing Management: Analysis, Planning, Implementationa and Control, 8th ed., Englewood Cliffs, New Jersey: Prentice-Hall.
11.Kwaku A.G. (1995),”An Exploratory Alaysia of the impact of Market Orienation on New Product Performance : A Contingency Approach “Joural of Product Innovation Management, 12.pp 275-295.
12.Morrison .Alastaor M., Hospitality and Travel Marketing. (New York:Delamr Publishers INC., 1989), pp.27-32.
13.Rochford L. and Rudelius W. (1997),”New Product Development Process”Industrial Marketing Management,26(10) pp66-84.
14.Sands, S. and L. M. Warwuck(1977), Successful Business Innovation:S Survey of Current Professional View, Californian Management Review, Vol.20, No.2, PP.5-16.
15.White, R.(1976), Consumer Product Development, Penguin Books, p.28.
三、參考網站
http://admin.taiwan.net.tw    交通部觀光局
2.http://www.singapore.com.tw    新加坡旅遊局
3.http://www1.travelalberta.com  亞伯達省旅遊局
4.http://www.phoenix.com.tw    鳳凰旅行社
5.http://www.ezTravel.com.tw   易遊網旅行社
6.http://www.zion.com.tw       錫安旅行社
7.http://www.ftstour.com.tw     良友旅行社
8.http://www.citsfj.com        福建世紀神舟國際旅行社