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博碩士論文 etd-0523119-160439 詳細資訊
Title page for etd-0523119-160439
Analyzing the Effect of Electronic Word-of-Mouth in Hospitality Management
Year, semester
Number of pages
Ping-Yi Chao
Advisory Committee
Yang Yu-Chen
Date of Exam
Date of Submission
Fixed Effect Model, TripAdvisor, Panel data, Taiwan Hospitality Industry, eWOM
本論文已被瀏覽 5750 次,被下載 22
The thesis/dissertation has been browsed 5750 times, has been downloaded 22 times.
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。
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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