This study explores travel blog marketing channel strategies and the conceptual business model of the marketing channel from travel agency practitioners’ perspective. It is the first attempt to evaluate the external environment forces of adopting a travel blog marketing channel and to discern the motivations for investment in a travel blog marketing channel. In addition to developing travel blog marketing channels’ differentiated strategies and emphasizing the performances of travel blog marketing channels, this study adopts a three-round Delphi research design. According to the findings, Taiwanese travel agencies consider four external environment forces, five internal motivations for investment, four developing differentiated strategies, and four channel performance measurement indicators. This study is quite innovative in that no one else so far has analyzed nor tried to discern the issues of travel blog marketing channel strategies and the business model of travel agency blogs. Finally, the construct of a travel blog marketing channel strategy model for Taiwan’s travel agency industry can help address practical and theoretical needs.
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