民宿部落格行銷

Blog Marketing for B&B

林郁峰(Yu-Feng Lin) ； 林玥秀(Yuen-Hsiu Lin)

《管理實務與理論研究》 3卷3期 (2009/09) Pp. 52-77

https://doi.org/10.29916/JMPP.200909.0004

摘要

觀光產業與網際網路間有深厚的連結性，憑藉著網路技術，觀光產業得以便利地傳遞大量且即時的訊息，架構起有效率的觀光產業資訊系統，讓觀光產業各環節皆能環環相扣，以利相關訊息傳遞迅速便捷。部落格是一種新型態的個人線上書寫系統，其可增強寫閱雙方的互動關係，進而形成串聯網路之特性，突顯出與其他電腦溝通媒介的不同之處。部落格運用在行銷方面有三種類型：「口碑型」部落格行銷著重他人累積的口碑和聲譽；「話題型」部落格行銷需要營造話題，吸引他人接觸、體驗其中；「側寫型」部落格行銷則是透過記錄生活點滴來塑造意象，藉此拉近寫閱雙方的距離。觀光範疇包含許多不同產業，本文僅挑選民宿爲討論對象，並透過文獻蒐集彙整民宿與部落格兩者間可相互搭配之功能和特性。民宿運用部落格行銷，針對相互結合的例證歸納三個要點：「個人風格」民宿主人可運用側寫型部落格傳達個人生活哲學來行銷民宿；「口耳相傳」部落格本身就是數位化的現代化口耳傳播，能廣泛地傳遞住宿心得；「便利性」部落格低技術需求讓民宿主人易於操作與維持及更新資訊，而民宿網站訪客亦可輕易取得大量資訊。

關鍵字

網路 ； 個人風格 ； 口耳相傳 ； 便利性

並列摘要

There are immense connections between the tourism industry and the Internet. By dint of the network skills, the tourism industry is capable of conveying massive and real time information expediently, and set up effective information system to facilitate networks among individual chains of the tourism industry. The blog is a new style of personal writing-on-line system. The difference between the blog and other kinds of computer-mediated communication resides in the characteristics of the blog, which are able to improve interactive relationships between the authors and the readers so as to create the series network. In terms of blog marketing, there are three types: the ”word-of-mouth” focuses on public praise and reputation accumulated from other people; the ”topic” focus on creating interesting topics to entice people into joining the discussion and even take subsequent actions; the ”profile” reduce the distance between the authors and the readers as the authors write down trivia in daily life to create the image. Myriads of different industries are encompassed in whole domain of tourism; B&B is selected as the discussion target in this article. By a review of contemporary literature and observation of current blogs, the feasibility of the cooperation between B&B and the blog is shown. The characteristics of blogs which can be utilized to promote the B&B are ”personal style”-the owner of the B&B can convey his or her own life philosophy utilize profile style on his/her blogs; ”word-of-mouth”-the experience and comments of B&B visitors is the digitalized form of tradition word-of-mouth concept, and could be promulgated more expansively through the blog; ”convenience”-because creation of the blog requires low skills, the owner of the B&B can operate and maintain the blog with no trouble and visitors can get immense information within a second.

並列關鍵字

internet ； personal style ； word-of-mouth ； convenience

參考文獻

翁崇雄、陳羿綺(2009)。企業部落格應用價值與經營要素之研究。電子商務報。11(1)，173-184。

許麗玲、徐村和、吳憲政(2009)。影響部落格使用意向的前置因素。電子商務學報。11(1)，1-28。

王盈文、楊美華(2006)。圖書館部落格之發展與應用析。圖書與資訊學刊。56，58-73。

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