近年來獎勵旅遊在觀光產業中快速成長(Lewis, 1983; Sheldon, 1995)，是旅遊產業中成長最快速的一個產業(Stolovitch, 2002)。然而獎勵旅遊在中國仍屬起步階段，雖獎勵旅遊在中國起步較晚，但是發展快速(劉振濤、孟祥山、司東歌，2008)。本研究以Kim and Mauborgne (2005)的藍海策略研究為基礎，分析大陸目前獎勵旅遊市場。透過針對4家中國大陸舉辦獎勵旅遊之旅行社、4家獎勵旅遊承辦業者深度訪談以及曾參與獎勵旅遊員工共14位員工進行焦點團體，並透過內容分析法進行分析，研究發現大陸獎勵旅遊目前之藍海策略如下：
(一)提升：旅行社應提升在行前與客戶至目的地考察以提供與其他旅行社差異的服務。受訪企業表示目前認為在獎勵旅遊當中最重要的項目是透過獎勵旅遊使員工感受到公司對於他們的重視，並且未來希望在獎勵旅遊當中多融入回饋社會之活動以及在收證件時能夠於事前詳細列表告知旅客所需要辦理之證件，上述都是獎勵旅遊所需要再提升的服務部分。(二)降低：目前大陸旅行社所遭遇到風險大多為政策上面的問題，尤其是在簽證上的風險，除了遵從法律規定之外，亦可透過專案方式進行獎勵旅遊降低此方面風險，另外，大陸舉辦獎勵旅遊之企業和大陸參與獎勵旅遊員工皆認為獎勵旅遊應減少參團人數，且認為目前獎勵旅遊當中贈送過多的小禮品，應降低此部分的服務，改由較為有價值的單項贈品贈送即可。(三)創造：受訪旅行社表示未來標準作業流程計畫應將SOP電子化，將SOP結合PDA (Personal Digital Assistant)，透過電子化減少錯誤發生率。另外，舉辦獎勵旅遊之企業認為獎勵旅遊需要創造的部分是未來的住宿方式以及旅遊型態的改變。(四)消除：研究結果發現在受訪旅行社、承辦獎勵旅遊企業主管以及參與獎勵旅遊員工三個對象皆認為應需要從原有的服務提升服務，並無需要被消除的任何一項活動或是服務。

一、中文文獻
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