網紅之品牌形象對旅遊動機及旅館消費意願之影響－以台南地區旅館業為例

近年來網路世代的崛起，社群網路出現越來越多的「網紅」，利用上千萬的粉絲與訂閱戶產生大量的知名度。隨著行銷方式的多元化，不少旅宿業者開始與網紅合作，目前約有一成的業者利用網紅行銷的方式扭轉住房率下滑的困境，這種方式約可讓住房率增加15%至20%（商業周刊，2018），讓消費者能夠先預期體驗，並利用這股影響力，增加商品的曝光度也提高購買意願。因此隨著時代漸漸趨於網路，越來越多部落客與飯店合作，網紅部落客對於塑造飯店的品牌形象有多少影響？網紅部落客如何刺激旅客的旅遊動機？以及網紅部落客用哪些方式促進旅客的購買意願？以上問題都是本研究想深入探討的議題。根據上述的研究動機，本研究以台南四間旅館為例，其中包刮台南夏都城旅、台南老爺行旅、台南大員皇冠假日酒店、台南趣淘漫旅飯店，透過網紅部落客的介紹以及推出各項優惠價格與特殊專案的住宿券，讓旅客了解飯店設施與特色，進而推廣台南熱門景點，並且以實際體驗的方式讓旅客感受，增加旅客的購買意願。因此本研究將透過相關研究設計並藉由統計分析法（信度及效度分析、敘述性統計分析、迴歸分析、）了解網紅部落客行銷住宿券對於旅館品牌形象、旅遊動機、及購買意願之影響。本研究發現，網紅部落客之品牌形象及旅館（或酒店）品牌形象的旅客旅遊動機存在顯著影響；網紅部落客品牌形象及旅館（或酒店）品牌形象間存在顯著正相關。本研究根據上述研究結果亦提出針對網紅部落客、旅館（或酒店）及消費者之相關務實建議與後續研究方向。關鍵字：品牌形象、旅遊動機、購買意願

關鍵字

品牌形象；旅遊動機；購買意願

並列摘要

Due to the rise of network generation, there are more and more internet celebrities appearing in internet social network. They obtained significant reputation through millions of fans and their subscribers. As the varieties of marketing approaches, a lot of accommodation businesses collaborated with Internet celebrity. There are nearly 10% hotel operators adopted the way as influencer marketing strategy to try to turn the low occupancy rate situation upside down, and there is the evidence to show that this marketing approach do help to increase the occupancy rate about 15% to 20%, moreover, from this marketing strategy customers can build up their expectations of the experience and increase the exposure of the product and service information and then enhance the purchasing intention. （Businessweek, 2018）. Therefore, there are more and more bloggers cooperate with hotel businesses and some issues are proposed by this research such as "how much influence do internet celebrity have in shaping the brand image of hotels?" "How can Internet celebrity stimulate tourists' travel motivation?" and "What methods do internet celebrity use to increase travelers’ purchase intentions?". According to the above motivation research, this study took four hotels in Tainan city, Taiwan as the objects those are including Hotel Chateau Anping, The Place Tainan, Crowne Plaza Hotel and Hotel Cham Cham Tainan. Take the introduction from the internet celebrities and announce various discounted rates and special promotion package of accommodations, the potential travelers can gain the information about facilities and features of the hotels and the information of the famous attractions in Tainan. Moreover, this approach can let potential customers to imagine the pictures of their own journey through Internet celebrities' experiences and then increase their purchase Intention. For this, this research adopted relevant research designs and statistical analysis methods （Reliability and Validity analysis, Narrative statistical analysis, Regression analysis） to verify the mutual influences in between "hotel brand image", and "travel motivation", "purchase intention" of potential traveler. This study found that the brand image of internet celebrities and hotel brand images have significant impacts on potential travelers. Furthermore, there is a significant positive correlation between internet celebrities' image and hotel brand image. Based on the above research results, this research also addressed some pragmatic suggestions and follow-up research directions for the relevant issues. Key words: Brand Image, Travel Motivation, Purchase Intention