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博碩士論文 etd-0523119-160439 詳細資訊
Title page for etd-0523119-160439
論文名稱
Title
電子口碑管理對台灣觀光旅館來客量之研究
Analyzing the Effect of Electronic Word-of-Mouth in Hospitality Management
系所名稱
Department
畢業學年期
Year, semester
語文別
Language
學位類別
Degree
頁數
Number of pages
52
研究生
Author
指導教授
Advisor
召集委員
Convenor
口試委員
Advisory Committee
口試日期
Date of Exam
2019-06-19
繳交日期
Date of Submission
2019-06-23
關鍵字
Keywords
貓途鷹、固定效果模型、追蹤資料、台灣觀光旅館、電子口碑
Fixed Effect Model, TripAdvisor, Panel data, Taiwan Hospitality Industry, eWOM
統計
Statistics
本論文已被瀏覽 5814 次,被下載 22
The thesis/dissertation has been browsed 5814 times, has been downloaded 22 times.
中文摘要
近年來線上口碑已成為消費者在旅行時選擇景點和旅館時的重要依據,旅館管理者對於線上口碑的管理方式也成為旅客的選擇入住與否的考量。過去的研究顯示線上的評論和星等對於消費者的決策具有影響力,因此本論文旨在研究線上不同型態的評價及旅館管理人員是否有回覆,如何影響旅客需求和入住人次。
本論文資料蒐集2015年01月至2018年12月共48 個月的線上評論網TripAdvisor上台灣觀光旅館共60家的歷年中文評論,及從交通部交通局的觀光旅館每月營運統計資料進行計算,使用追蹤資料(Panel Data)並使用多元線性回歸及固定效果建立模型,以前三個月旅館人員回覆網上評論的比例,對於當個月消費者的來客量影響,並且著重於討論負面評價的管理意涵。
本研究顯示,在固定效果模型中,前三個月的負面評論回覆管理對當期旅客總人次有有顯著負向影響,當中對於自由行旅客有更高的影響力,同時也可觀到附近周圍一般旅館家數與口碑管理的交互作用具有顯著相關性。
最後,將提供不同型態之旅館的管理者該如果看待和回覆線上評論,以及線上評論將如何影響不同旅遊類型的消費者,期望在網路聲量受到重視的現代,給予管理者做決策時的參考依據。
Abstract
In recent years, Electronic Word-Of-Mouth has been playing an important role for consumers to choose attractions and hotels when they travel. The management of eWOM by hotel owner has already become a consideration for tourists to choose whether to live or not. Previous research shows that online reviews and star rating have significant impact on consumer decision-making. Therefore, this dissertation aims to analyze the influence on tourism demand and hotel occupancy rate by evaluating different types of online reviews and whether hotel customer service have replied them or not.
This dissertation collects online reviews of 60 tourist hotels in Taiwan from social travel site TripAdvisor. In addition, acquiring monthly operating reports of Taiwan’s tourist hotels for a four-year period from the Tourism Bureau, MOTC. Republic of China. The monthly and all review ratings are analyzed by using panel data and Fixed Effects Model, focusing on reply rate of total reviews and negative reviews of previous three months and the impact on the customer flow of different tourist types.
This study indicates that the reply rate of negative reviews in previous three months has a significant negative impact on the monthly customer flow, which has a much more influence on independent tours than escorted tours. At the same time, there is a significant correlation between the number of competitors and the interaction of reply rate of eWOM.
Finally, this research provides hotel managers with management advice on online reviews when facing different tourist types, facilitating them to make decisions in the Internet era.
目次 Table of Contents
學位論文審定書 i
致謝 ii
摘要 iii
Abstract iv
目錄 vi
圖次 viii
表次 viii
1 緒論 1
1.1 研究動機 1
1.2 研究背景 2
1.3 研究缺口 6
1.4 研究問題 7
2 文獻回顧 8
2.1 口碑的定義與演變 8
2.2 電子口碑對觀光產業的影響 10
3 研究方法 12
3.1 資料來源 12
3.2 資料處理流程 13
3.3 研究變數定義 16
3.4 分析工具 18
4 實證結果分析 22
4.1樣本概況及敘述統計 22
4.2分析結果 27
5 文本分析 36
5.1負面評論文本分析 36
5.2負面評論館方人員回覆文本分析 37
6 結論與建議 39
6.1研究結論 39
6.2研究建議與未來方向 40
參考文獻 42
參考文獻 References
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