在國際化與自由化的環境裡，旅行社應注重競爭策略，如何提昇自身的關鍵能力，建立起企業形象及口碑，可以歷久不衰帶領企業長久的發展。本研究顯示在主準則層，旅行社關鍵能力以市場營銷能力最受評估者的青睞，然後是技術創新能力。在子準則層，網路營銷、連鎖經營行銷在旅行社關鍵能力評估上佔很重要的地位；品牌創新是旅行社應大力培育的重要課題，客製化的服務及實體資源的提供亦為旅行業關鍵能力。本研究主要貢獻在於提出旅行社關鍵能力以供旅行社經營之參考。

Under the environments of internationalization and liberalization, a travel agency should definitely establish a competitive strategy, how to improve its key ability, establish image of enterprise and reputation, and leads a long-term development of enterprise years after years. This study shows that on the criterion layer, the key ability and marketing ability of travel agency were mostly favored by assessors. Secondly,
innovation ability also takes a place. On the sub-criterion layer,network marketing, chain operation marketing play an important role in assessment of key ability of travel agency. Brand innovation is an important subject which travel agency should greatly cultivate.Customized service and providing solid recourses are also key abilities of travel agent. The major contribution of this study is to suggest key abilities of travel agency for references of management of travel business.