臉書經營對旅館績效影響之研究-以台灣國際觀光飯店為例

本研究主要分析各類型台灣國際觀光飯店Facebook社群網站，並探討Facebook成立前後對於台灣國內外觀光遊客人數以及Facebook各項變數(按讚數、回應數、粉絲團人數)對於飯店整體營收之影響，最後再針對其飯店Facebook社群網站內容進行評估研究，以了解其表現及特色，研究中整合文獻並蒐集台灣十八間國際觀光飯店之網站特點，以功能廣度、發展程度以及網站豐富度三構面進行評估架構的建立，透過專家進行篩選及定義評估細項。研究樣本個別依經營分類區分為獨立飯店或連鎖飯店，包括台灣國際觀光飯店-連鎖型八間及獨立型抽樣十間，總數共十八間。最後實證及評估結果發現在Facebook經營(按讚數、回應數、粉絲團人數)對於飯店整體營收為正向並且為顯著的；台灣國際觀光飯店-連鎖型表現整體性較佳，且較著重於行銷性及服務性，獨立型飯店則較著重於互動性及導覽性；在Facebook社群網站豐富度方面，整體的文字及圖片使用度較高，影片連結則涵蓋較低；在發展程度方面，連鎖型飯店的資訊使用程度為最高。本研究中將所蒐集之資料經由主成分分析法轉換成單一分數，並且根據三項評估構面建立一測量之立體座標圖，並且於結論中給予各類型台灣國際觀光飯店之Facebook社群網站設計建議。

關鍵字

飯店； FB經營； eMICA ；飯店績效

並列摘要

This research attempts to explore two different types of Taiwanese international tourist hotel’s Facebook. This paper investigates the influence of Facebook establishment, number of domestic tourism, foreign tourism, and Facebook variables (likes, comments, and fans) on hotel profitability based on Taiwanese international tourist hotel operation. Then we research the study for hotel Facebook community website content in order to understand its performance and features. This study evaluates 18 hotels in Taiwanese international tourist hotel’s Facebook features according to three dimensions: functional breadth of these features, Facebook development stage, and degree of abundance on Facebook. Taiwan international tourism hotel-chains have 8 samples; Taiwan international tourism hotel- independent have 10 samples. The total samples are 18 hotels. The result of the evaluation shows that the influence of Facebook variables (likes, comments, and fans) on hotel profitability is positive and significant, and the overall performance that Taiwan international tourism hotel-chains is the best. Taiwan international tourism hotel- chains’ Facebook have more marketing and service than the other types of hotels’ Facebook; Taiwan international tourism hotel- independent’s Facebook have more interaction and navigation than the other type of hotels’ Facebook. The degree of abundance of two types of hotels’ Facebook emphasis words and pictures, and the Facebook development stages of the Taiwan international tourism hotel-chains is the best. The study will create a three dimensional graph based on the scores of the three dimension to describe the evaluation. Finally, the study proposes conclusions and suggestions for each type of Facebook.