部落格行銷對特色民宿之影響

The Impact Analysis of Blog Marketing in Special Bed and Breakfast

葉子源(Tzu-Yuan Yeh)

指導教授 ： 陳筱琪

中原大學/商學院/企業管理研究所/碩士(2008年)

https://doi.org/10.6840/cycu200800281

摘要

摘要
網際網路科技發展，造就新的機會與不同的競爭形態，透過網路空間的運用，企業行銷策略、交易方式、經營模式也越來越多樣化。無論是實體與虛擬的，企業的核心重點在於利潤創造，所有的經營活動仍會基於企業績效表現進行衡量，因此，本研究重點在於探討網絡行銷對於企業績效之影響。其中，網路行銷方式有很多種，近年尤以運用部落格行銷蔚為風潮，是故只要部落格適用得宜，將能為企業帶來更多的策略價值與獲利；近幾年，台灣興起專屬文化的特色民宿，這些業者也透過部落格進行行銷。因此，本研究欲分析部落格行銷之內涵，研究部落格行銷對於特色民宿績效是否有所改變甚至影響，以及在這過程中，如有訊息可信度的加入，是否會對於特色民宿績效上更有不同之影響。本研究透過文獻收集、以及問卷上實際查訪，採取多變量方法中的因素分析作為研究工具。結果顯示，不同之部落格行銷內涵的確對於特色民宿績效有顯著性的不同，而且影響特色民宿績效程度上也有所不同；在訊息可信度上，也驗證出對於特色民宿績效上的確有其干擾，了解出顧客在透過部落格行銷之內涵上，也需要對於部落格所提供之訊息有一定程度的信任基礎。透過本研究分析得知，部落格行銷之內涵營造，可帶來企業一定的市場能見度與顧客滿意度；但在進行部落格行銷過程中，部落格資訊的信任感是必須建立，可透過部落客專業能力、親身經驗、關係密切度產生。相信企業經營者，如特色民宿業者，若能夠善用本研究對於部落格行銷之內涵與企業績效間關係之研究，作為行銷規劃之參考，定可增加吸引力，促使顧客消費意願。

關鍵字

網際網路 ； 部落格行銷 ； 特色民宿 ； 績效

並列摘要

Abstract
The development of technology on Internet causes a new opportunity and style of different competence, and by use of Internet, the strategy of business marketing, methods of exchange, and business models are becoming diversification.

The entity and fictitious either will do that corporation focused on making profit maximum. All business activities should be estimated by performance of films. This research investigates influence that enterprise’s performance is worked by marketing of Internet. There are many kinds of marketing methods on Internet, such as email, website, Blog. Blog marketing would be next trend, especially, used by the special B&B（Bed and Breakfast）.Therefore, this research focused on analysis about Blog marketing, contents of Blog marketing affects the performance of special B&B, and then, That special B&B have been different influences if this have information joining of credibility. The research tools are literature collection, investigated questionnaire and factor analysis in the changeable quantity method.

The result found different contents of Blog have obvious influence in the performance of special B&B and it influence performance that levels are different. For instance, this research founed that pictures and images of Blog open market awareness and the design of Blog affects customer satisfaction etc.. On the information credibility, it also proves to influence performance with special B&B. When Blog marketing appeals to customers., customers also need a degree belief that offered information on Blog. We could know by the analysis of this research：this research shows that the content of Blog marketing brings business market awareness and customer satisfaction and the belief of Blog information which results from educated knowledge of Blogger, personal experience, and close relationship between customer and Blogger must be established in Blog marketing. Finally, if an entrepreneur like a owner of special B&B can use this research between Blog marketing and the performance of business well as reference of marketing planning, Blog marketing can increase attraction and persuade customer to consume special B&B.

並列關鍵字

Internet ； Blog marketing ； performances ； special B&B

參考文獻

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