The Effect of Hotel Internet Marketing Strategies on Consumer Behavior: The Case of Vietnam

網際網路飯店預訂之行銷策略對消費者行為影響之研究：以越南為例

李正文(Cheng-Wen Lee) ； 黎德中(Le Duc Trung)

《先進工程學刊》 13卷3期 (2018/10) Pp. 149-156

摘要

Vietnam tourism is in fast growing phase now. Online travel intermediaries not only provide consumers with one-stop shopping but also allow them to compare many product choices, brands, and prices. This research aims to examine the motives and intentions of consumers to search for hotel booking services through online travel intermediaries and to recognize, by employing questionnaire investigation, whether cognitive, emotional and social factors influence consumer's decision-making. The research findings offer both theoretical and practical contributions to the model of goal-directed behavior.

關鍵字

Vietnam tourism ； satisfaction ； behavior ； marketing strategy

並列摘要

越南旅遊業現在正值成長階段，線上旅遊中介機構不僅為消費者提供一站式購物方便性，並提供多樣化的搜索和競爭性之比價功能。因此，本研究旨在探討消費者透過線上旅遊中介機構搜索和取得預訂飯店服務的動機和意圖，利用問卷調查方式，以確認「認知」、「情感」和「社會因素」對消費者決策之影響。並藉由解釋消費者行為動機與意圖之間的因果關係，以及目標導向行為模型，提供理論修正和實踐意涵之貢獻。

並列關鍵字

越南旅遊 ； 滿意度 ； 行為 ； 行銷策略

參考文獻

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Travelclick, “Flash sale sites lose popularity with hoteliers TravelClick survey shows dissatisfaction with group discount model,” retrived from http://www.travelclick.com/en/news-events/press-release/flash-sale-sites-losepopularity-hoteliers-travelclick-survey-shows-dissatisfaction-group, 2012.

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