社群媒體行銷策略對旅客報名成效影響之研究－以旅遊業為例

Study on the Impact of Social Media Marketing Strategy on Traveler Engagement Effect - The Case of Tourism Industry

彭朝民(Chao-Min Peng)

《國立金門大學學報》 11卷1期 (2022/10) Pp. 17-42

摘要

社群媒體主要是透過網友在社群媒體內所獲得的資訊，並分享、轉貼在自己的社交圈中之行為，藉此吸引目標客群的目光，使社群媒體成為旅遊業者重要的行銷工具和推廣平台。雖然社群媒體可促進旅遊業者的持續發展性，但無法真正得知，旅遊業者透過社群媒體進行各種行銷策略時，是否能夠提高遊客報名旅遊業者所推出的旅遊行程的成效。因此本研究提出兩點研究目的：（1）瞭解消費者對於社群媒體行銷策略與遊客報名成效的認知現況。（2）找出社群媒體行銷策略對遊客報名成效的影響性。本研究以曾報名參與旅遊業者所推出的旅遊產行程的消費者為研究對象，並以便利抽樣方式去進行發放網路問卷，共發出172份問卷，回收163份問卷，無效問卷12份後，有效問卷共計151份，其問卷有效回收率為92.64%。本研究結果如下：（1）消費者對旅遊業者透過社群媒體進行促銷活動的平均值最高。（2）消費者對旅遊業者透過社群媒體行銷能夠提高旅客報名成效的同意度屬於普通偏同意。（3）不同背景消費者對社群媒體行銷策略構面有顯著差異。（4）不同背景消費者對旅客報名成效有顯著差異。（5）社群媒體行銷策略之產品策略和促銷策略對旅客報名成效有顯著正向影響。

關鍵字

社群媒體 ； 行銷策略 ； 報名成效 ； 旅遊業者

並列摘要

Social media was caught by the eyes of target users by sharing, reposting the information to their own social groups, and this helped social media become a crucial marketing and promotion tool for tourism industry. Albeit the sustainability of tourism industry could be promoted by social media, it still a question whether social media could be the effective approach to improve the registration of travel itinerary with various marketing strategies. The research purposes therefore were as follows: to understand the cognition of consumers in how marketing strategy of social media affected to the registration of travel itinerary, and to search for the effects of marketing strategy of social media on the registration of travel itinerary. The consumers who have registered the travel itinerary from tourism companies were the examinees, and there were 163 shares of returned questionnaire out of 172 shares of delivered questionnaire by simple sampling through the Internet. To eliminate 12 shares of invalid questionnaire, there were 151 shares of effective returned questionnaires, and the effective returned ratios were 92.64%. The results were as follows: 1. the highest means were the promotion of tourism company by using social media. 2. Consumers were moderate agreed with the effects of marketing strategy of social media on the improvement of the registration of travel itinerary. 3. There were significant differences between different backgrounds in the structures of marketing strategy of social media. 4. There were significant differences between different backgrounds in the effects of the registration of travel itinerary. 5. The registration of travel itinerary was significantly positive affected by the product and promotion strategies of marketing strategy of social media.

並列關鍵字

Social Media ； Marketing Strategy ； Engagement Effect ； Tourism Industry

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