過去很少學者以生態系統的角度來探討旅遊產業，本研究特別從商業生態系統觀點探討臺灣旅遊業從供應鏈觀點發展到商業生態系統的演化過程，以半結構式的訪談方式對旅遊產業業者進行分析，深入瞭解目前臺灣旅遊生態系統的情形。 研究發現，臺灣旅遊產業從供應鏈到商業生態系統的演化，包含從供應鏈，經產業群聚、策略聯盟、企業網路、開放式創新與虛擬企業網路，且因產業當中不同成員因價值定位上的差異，導致不同性質的業者擁有不一樣的發展模式。在演化的過程當中，政府政策開放使臺灣旅遊逐漸蓬勃發展；在科技方面，電腦化、網路化、行動化、數位金融化等驅動因子更是進一步影響了旅遊產業從分工的供需關係進化到共生關係，透過連動消費讓旅遊生態能夠協同進化，共同成長。
此外，本研究透過質性訪談的調查，挖掘臺灣旅遊生態真實的樣貌，發現臺灣旅遊生態系統的組成橫跨了許多業者，包含旅行觀光業、運輸業、政府、科研機構、銀行、行銷產業…等；在地旅遊元件在旅遊生態系統中扮演利基者的角色，提供旅遊最直接的價值，扮演關鍵者的地接旅行社與在地旅遊元件關係良好，初步協調利基者形成旅遊套組，扮演支配者的旅遊經營商則利用其豐富的資源與社會關係讓旅遊行程更加完整，這些角色在旅遊生態中各有其價值定位，使生態系統發展達到平衡。再者，本研究發現臺灣旅遊生態系統中有著許多競合關係，包含同業間、異業間、跨領域間的競合關係，良性的競爭有助於系統內成員成長，而目前外來的陸資一條龍正使臺灣旅遊生態平衡造成影響，是臺灣旅遊生態發展所面臨的重大挑戰。

In the past, few scholars do research on the tourism industry with business ecosystem perspective. Especially, this research discuss about the evolutionary pattern of Taiwan’s tourism industry which develops from supply chain to business ecosystem with the perspective of business ecosystem. The research makes investigations on tour operators by semi-structured interview, and gain further insight to the recent circumstances of Taiwan’s tourism ecosystem.
The research points out that tourism industry goes from supply chain, through industry cluster, strategy alliance, open innovation, and virtual business network when it evolves to business ecosystem. Different member in the ecosystem has different evolution path. The driving factors including computerize, internet and mobilization, and policy, influence tourism industry and make it evolves from cooperation to symbiosis relationship, and further co-evolution.
This research digs out the Taiwan’s tourism business ecosystem, including the formation of Taiwan’s tourism ecosystem; the roles they play in the system. In addition, there are lots of co-opetition relationship between different enterprises. Moreover, the research discovers that China continuous travel line service has great impact on Taiwan’s tourism industry business ecosystem, and make the ecosystem unbalanced. It is becoming a serious issue for Taiwan’s tourism industry nowadays.

第一章 緒論 1
1.1. 研究背景與動機 1
1.2. 研究目的 2
1.3. 研究流程 3
第二章 文獻探討 4
2.1. 商業生態系統 4
2.1.1. 商業生態系統基本概念 4
2.1.2. 商業生態系統定義 5
2.1.3. 商業生態系統特性與組成 15
2.1.4. 商業生態系統的發展週期 19
2.1.5. 商業生態系統策略及成功核心架構 21
2.2. 商業生態系統觀點研究之探討 22
第三章 供應鏈到商業生態系統的發展 27
3.1. 供應鏈管理 29
3.2. 企業網路 31
3.3. 策略聯盟 35
3.4. 產業群聚 37
3.5. 開放式創新 41
3.6. 虛擬企業網路 42
3.7. 企業案例-NIKE 45
第四章 臺灣旅遊產業現況與研究設計 56
4.1. 臺灣旅遊產業議題 56
4.1.1. 臺灣旅遊業的定義與特性 56
4.1.2. 臺灣旅遊產業的發展現況 57
4.2. 研究方法與設計 61
4.3. 研究限制 63
第五章 臺灣旅遊生態系統 64
5.1. 旅遊業的演化過程與分析 64
5.1.1. 旅遊業供應鏈 64
5.1.2. 產業群聚 67
5.1.3. 策略聯盟 69
5.1.4. 企業網路 70
5.1.5. 虛擬企業網路 71
5.1.6. 開放式創新 72
5.1.7. 旅遊業演化之驅動因子 74
5.2. 旅遊業生態系統 83
5.2.1. 旅遊生態系統特性 83
5.2.2. 旅遊業生態系統組成 91
5.2.3. 旅遊業生態系統發展週期 98
5.2.4. 旅遊業生態系統之競合 100
第六章 結論與建議 108
6.1. 結論 108
6.2. 未來研究建議 112
參考文獻 114
附錄 124

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