當消費者在規劃一段旅程時，線上口碑是重要的資訊管道，評論可以讓人們得知目的地的資訊，並且同時降低旅行的風險，過去的研究證實線上使用者評論會影響消費者的訂房決策，本研究旨在探討不同的評論特性會如何去影響旅館的旅客人次，並針對台灣三大主要城市：台北、台中、高雄共59間旅館五年間的住房人次進行探討，評論的資料是取自國際性知名評論網站TripAdvisor，並收集中文、英文、日文三種主要的語言，以及對評論資料每月及過去所有評論進行計算，透過追蹤資料的型式以及固定效果模型分析，本研究的結果顯示線上口碑效應對於觀光旅館的旅客人次有顯著的影響，另外，對於不同類型的旅客、不同國籍的旅客則會有不同的評論效果，最後也提出一些關於旅館管理的看法及消費者的使用行為。

Electronic word-of-mouth plays a significant role in the information source for travel planning. Online reviews enable consumers to understand the information of their destinations in advance and reduce risks while they are traveling. Prior researchers had studied the impact of online consumer-generated review which influences customer purchasing decisions toward booking intention. This study aims to figure out distinct features of reviews that will affect the number of tourist of 59 hotels which located at three major cities in Taiwan: Taipei, Taichung, and Kaohsiung within a five-year period. The review data is retrieved from TripAdvisor, an international and well-known review website, and collected in Chinese, English, and Japanese which are three major languages used in reviews of Taiwan’s hospitality industry. The calculations of monthly and all review ratings are analyzed by using panel data and Fixed Effect Model. The results indicate the effect of eWOM not only influences the number of tourists, but also has significant impacts on different tourist types and countries of origin in diverse ways. Some implications for user behavior and hospitality management are also provided in the study.

1. Introduction…………………………………………………………1
1.1 Research Background and Motivation…………………………..2
1.2 Research Topic………………………………………………….....4
2. Conceptual Framework…………………………………………...5
2.1 Taiwan Tourism Industry…………………………………………..5
2.2 Electronic word-of-mouth………………………………………….8
2.3 Booking Intention......................................................................11
2.4 Reviews toward hospitality industry..........................................13
3 Methodology.............................................................................15
3.1 Data sources……………………………………………………….15
3.2 Analytical tool……………………………………………………....18
4 Empirical Result……………………………………………………22
4.1 Description Statistics and Sample…………………………….....22
4.2 Estimation results………………………………………………….25
5 Discussion………………………………………………………….34
5.1 Conclusion………………………………………………………….34
5.2 Limitations and suggestions for future research………............36
Reference………………………………………………………………...39

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