網路社群媒體行銷策略與模式比較研究：旅宿業為例

隨著網路時代來臨，旅遊資訊取得變得容易，消費者旅遊模式改變，過往需要仰賴旅行社協助規劃旅行的模式逐漸被自由行的旅遊模式取代，消費者不再只是片面從旅行社、品牌商家取得旅遊資訊，取而代之，消費者開始透過搜尋引擎、社群網站來去取得旅遊資訊。因此，旅宿業者在行銷策略及模式上也有了轉變。因為消費者比起商家和品牌商更相信來自親友或是其他消費者的評論、建議，消費者搜尋口碑的狀況變得普遍，這都使得網路社群行銷及口碑行銷變得日益重要。　　本研究選擇了晶華酒店和雲朗觀光兩間國際觀光旅館集團，以及台灣青旅及漂鳥青旅兩間特色青年旅館，針對旅宿業者的網路社群行銷策略與模式進行比較研究。從網路社群活動的規劃流程、社群媒體行銷內容的設計方式以及網路口碑行銷的經營方式三方面切入，透過訪談、次級資料蒐集和網路觀察的方式深入了解旅宿業者進行網路社群行銷活動背後的本質和內涵，以及具體的操作方式。　　研究結果發現，觀光旅館業者多透過旗下飯店、餐館活動組成社群行銷內容，而一般青旅業者多透過青旅日常生活及特色活動組成社群內容。在設計貼文內容方面，觀光旅館業者普遍著重質感感受，並有更嚴格的貼文篩選機制。而青旅業者在社群貼文設計上普遍著重於如何吸引到更多人，並會透過與其他品牌社群、外部合作單位共創社群內容。在經營網路口碑方面，不論觀光旅館業者或青旅業者皆非常重視網路評論。觀光旅館業者會將其視為重要的服務績效判斷指標，甚至是選擇聯名合作夥伴時重要的參考依據。而青旅業者則是將網路評論納入為選才、人員訓練時的重要參考依據。　　研究最後提出四點主要結論建議，第一，旅宿業者應將網路社群平台視為重要的對內對外溝通平台。第二，旅宿業者應選擇合適的社群平台製作合適的社群行銷內容，將行銷結果透過科技行銷工具進行優化。第三，旅宿業者在網路社群上透過跨品牌串聯、跨產業合作能觸及更多新客群並活化舊客群。第四，旅宿業者與定位相符之品牌社群合作、持續不斷更新的社群活動、真誠聆聽並回應顧客聲音，能提升社群顧客關係並增進網路口碑影響力。

關鍵字

網路社群媒體；社群行銷；網路口碑經營；觀光旅館業；青旅

並列摘要

As the Internet age develops, obtaining travel information is becoming easier and consumers’ travel behavior is changing accordingly. Travel organized by travel agents has gradually been replaced by Travel organized by oneself, and consumers now no longer merely get information by consulting Travel agents, but also by searching for information on social networks by themselves. Because of this, the marketing strategies and models used in the hospitality industry are changing as well. Consumers now believe reviews and advice from their relatives and other online consumers more than information from travel agents and brands, and consumers’ opinions-searching behavior has become common, which makes internet, social media marketing and word of mouth marketing more and more crucial. This case study picks two international tourist hotels (The Regent Hotels and the LDC Hotels & Resorts) and two youth hostels (Stray Birds Hostel and the Taiwan Youth Hostel & Capsule Hotel) as cases, and it conducts a comparative study on their internet & social media marketing strategies and models in three aspects, including how these hotels and hostels organize their internet & social media marketing programs, how they design their internet & social media marketing content, and how they manage the internet word of mouth marketing. Through a combination of interviews, secondary data collection and internet observation, this research tries to understand the essence and true methods of conducting internet & social media marketing and the marketing intentions behind hotel and hostel owners. The research results indicate that international tourist hotels mainly construct their social media marketing content by highlighting the hotels’ and restaurants’ activities. Hostels, on the other hand, mainly construct their social media marketing content by highlighting the daily lives of staff and special activities in the hostels. Regarding social media posts, international tourist hotels normally focus on the texture and feeling of the posts, and manage social media platforms with a stricter review mechanism. While the hostels mainly design their social media posts with a focus on attracting more consumers and tend to co-create social media content with other brands and outer partners. With regards to managing internet word of mouth, both international tourist hotels and hostels value online reviews very much. International tourist hotels regard online reviews as an important service performance indicator and important references while picking up joint branding partners. And hostels regard online reviews as crucial references in recruiting and training processes. The research concludes with four main suggestions. Firstly, both international tourist hotels and hostels should regard internet & social media platforms as crucial communicating channels, both inward and outward. Secondly, both international tourist hotels and hostels should produce suited content on selected social media platforms and optimize the posts’ effect with technology marketing tools. Third, both international tourist hotels and hostels can reach more customers, as well as activate old customer bases, on the internet (specifically on social media platforms) through joint branding and cross-industry collaboration. Fourth, international tourist hotels and hostels can improve their relations with customers and enhance their internet word of mouth marketing by collaborating with position-matching brands, continually renewing social media activities, listening to customer opinions and responding online sincerely.