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題名 探討社群媒體行銷在旅遊業的影響
Examining the Effect of Social Media Marketing in Tourism
作者 吳岱諭
Wu, Dai Yu
貢獻者 張欣綠
Chang, Hsin Lu
吳岱諭
Wu, Dai Yu
關鍵詞 社群媒體行銷
Facebook行銷活動
旅遊商品分類
旅遊產業
Social Media Marketing
Facebook Campaigns
Tourism Product Classification
Tourism Industry
日期 2013
上傳時間 1-Sep-2014 13:45:46 (UTC+8)
摘要 近年來，透過社群媒體向消費者宣傳商品與理念的旅遊服務供應商日益增多，但卻有不少企業苦於衡量其中的效果。雖然文獻已提出社群媒體的行銷機會與發展性，然而實際對商品銷售進行分析的文獻仍有限，因此本研究試圖驗證社群媒體行銷活動是否會正向影響旅遊商品的銷售。此外考量到不同的商品特質可能會對媒體行銷效果帶來不同程度的影響，因此本研究將藉由以下五種旅遊商品特性，包括旅遊結構、旅客參與度、旅遊範圍、商品價格與天數，來探討社群媒體行銷與商品銷售的關係。

本研究將一間國內知名旅行社於2012至2013年期間在Facebook粉絲專頁上所行銷過的相關商品作為實驗組，並找出同時期販售但未在Facebook上行銷的類似商品作為控制組，進行差異中之差異法(Difference in Difference)，以探討在Facebook行銷前後，實驗組與對照組商品銷售的差異。研究結果顯示Facebook行銷活動對旅遊商品的購買有正向影響，此外透過社群媒體宣傳較低結構的旅遊、較為放鬆的行程、範圍較小的目的地或相對低價的商品更有機會提升銷售，而天數為唯一無法調節Facebook行銷活動與銷售關係之商品特性。
A growing number of tourism industry suppliers are using social media to promote their services and reach target customers despite some doubt regarding the effectiveness of these tools. Nevertheless, few researchers have examined the effects of social media marketing, and especially its effects on sales. Therefore, our study aims to assess the impact of social media on the purchase of tourism products. Additionally, to explore whether the influence of social media marketing changes among different types of tourism products, we develop a typology of tourism products that classifies tourism along the following five dimensions: (1) the structure of tourism, (2) the involvement of tourists, (3) the scope of tourism, (4) the price of products, and (5) the length of a tour.

All tours with Facebook campaigns conducted by our case company from February 1, 2012 to November 30, 2013 are selected as our target tourism products. Moreover, we choose certain products without Facebook campaigns that were available for purchase during the same time period as a control group. We obtain the sales data from the case company and calculate the sales of each product before and after the Facebook campaigns. We then apply a difference-in-difference approach, comparing the average changes in sales performance of the treatment group with those of the control group. The results show that Facebook campaign activities have a positive impact on purchases of tourism products. Furthermore, sales are more likely to increase when a travel agency promotes products that are less structured, limited in scope, relatively lower-priced, or require less tourist involvement.
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[27] Gallaugher, J., & Ransbotham, S. (2010). Social media and customer dialog management at Starbucks. MIS Quarterly Executive, 9(4), 197-212.
[28] Godes, D., & Mayzlin, D. (2009). Firm-created word-of-mouth communication: Evidence from a field test. Marketing Science, 28(4), 721-739.
[29] Hsu, Y. L. (2012). Facebook as international eMarketing strategy of Taiwan hotels. International Journal of Hospitality Management, 31(3), 972-980.
[30] Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business horizons, 53(1), 59-68.
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描述 碩士
國立政治大學
資訊管理研究所
101356010
102
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0101356010
資料類型 thesis
dc.contributor.advisor 張欣綠zh_TW
dc.contributor.advisor Chang, Hsin Luen_US
dc.contributor.author (Authors) 吳岱諭zh_TW
dc.contributor.author (Authors) Wu, Dai Yuen_US
dc.creator (作者) 吳岱諭zh_TW
dc.creator (作者) Wu, Dai Yuen_US
dc.date (日期) 2013en_US
dc.date.accessioned 1-Sep-2014 13:45:46 (UTC+8)-
dc.date.available 1-Sep-2014 13:45:46 (UTC+8)-
dc.date.issued (上傳時間) 1-Sep-2014 13:45:46 (UTC+8)-
dc.identifier (Other Identifiers) G0101356010en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/69442-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 資訊管理研究所zh_TW
dc.description (描述) 101356010zh_TW
dc.description (描述) 102zh_TW
dc.description.abstract (摘要) 近年來，透過社群媒體向消費者宣傳商品與理念的旅遊服務供應商日益增多，但卻有不少企業苦於衡量其中的效果。雖然文獻已提出社群媒體的行銷機會與發展性，然而實際對商品銷售進行分析的文獻仍有限，因此本研究試圖驗證社群媒體行銷活動是否會正向影響旅遊商品的銷售。此外考量到不同的商品特質可能會對媒體行銷效果帶來不同程度的影響，因此本研究將藉由以下五種旅遊商品特性，包括旅遊結構、旅客參與度、旅遊範圍、商品價格與天數，來探討社群媒體行銷與商品銷售的關係。

本研究將一間國內知名旅行社於2012至2013年期間在Facebook粉絲專頁上所行銷過的相關商品作為實驗組，並找出同時期販售但未在Facebook上行銷的類似商品作為控制組，進行差異中之差異法(Difference in Difference)，以探討在Facebook行銷前後，實驗組與對照組商品銷售的差異。研究結果顯示Facebook行銷活動對旅遊商品的購買有正向影響，此外透過社群媒體宣傳較低結構的旅遊、較為放鬆的行程、範圍較小的目的地或相對低價的商品更有機會提升銷售，而天數為唯一無法調節Facebook行銷活動與銷售關係之商品特性。		zh_TW
dc.description.abstract (摘要) A growing number of tourism industry suppliers are using social media to promote their services and reach target customers despite some doubt regarding the effectiveness of these tools. Nevertheless, few researchers have examined the effects of social media marketing, and especially its effects on sales. Therefore, our study aims to assess the impact of social media on the purchase of tourism products. Additionally, to explore whether the influence of social media marketing changes among different types of tourism products, we develop a typology of tourism products that classifies tourism along the following five dimensions: (1) the structure of tourism, (2) the involvement of tourists, (3) the scope of tourism, (4) the price of products, and (5) the length of a tour.

All tours with Facebook campaigns conducted by our case company from February 1, 2012 to November 30, 2013 are selected as our target tourism products. Moreover, we choose certain products without Facebook campaigns that were available for purchase during the same time period as a control group. We obtain the sales data from the case company and calculate the sales of each product before and after the Facebook campaigns. We then apply a difference-in-difference approach, comparing the average changes in sales performance of the treatment group with those of the control group. The results show that Facebook campaign activities have a positive impact on purchases of tourism products. Furthermore, sales are more likely to increase when a travel agency promotes products that are less structured, limited in scope, relatively lower-priced, or require less tourist involvement.		en_US
dc.description.tableofcontents CHAPTER 1: INTRODUCTION -1-

CHAPTER 2: LITERATURE REVIEW -4-
2.1 Social media activities in tourism -4-
2.2 Media effects with different types of products -7-

CHAPTER 3: RESEARCH FRAMEWORK -13-
3.1 Traditional EC marketing versus Traditional EC and Social media marketing -13-
3.2 Effect of social media marketing on tourism products -14-
3.2.1 Structure of Tourism -14-
3.2.2 Involvement of Tourists -15-
3.2.3 Scope of Tourism -16-
3.2.4 Price of Products -16-
3.2.5 Length of Tour -17-

CHAPTER 4: RESEARCH METHODOLOGY -18-
4.1 Case Background -18-
4.2 Data Collection -19-
4.3 Sample Design and Evaluation -22-

CHAPTER 5: RESULTS AND DISCUSSION -24-
5.1 Data Analysis -24-
5.2 Findings -32-
5.3 Discussion -34-

CHAPTER 6: CONCLUSION -36-
6.1 Summary -36-
6.2 Limitations and Implications for Future Research -37-

REFERENCE -38-		zh_TW
dc.format.extent 777224 bytes-
dc.format.mimetype application/pdf-
dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0101356010en_US
dc.subject (關鍵詞) 社群媒體行銷zh_TW
dc.subject (關鍵詞) Facebook行銷活動zh_TW
dc.subject (關鍵詞) 旅遊商品分類zh_TW
dc.subject (關鍵詞) 旅遊產業zh_TW
dc.subject (關鍵詞) Social Media Marketingen_US
dc.subject (關鍵詞) Facebook Campaignsen_US
dc.subject (關鍵詞) Tourism Product Classificationen_US
dc.subject (關鍵詞) Tourism Industryen_US
dc.title (題名) 探討社群媒體行銷在旅遊業的影響zh_TW
dc.title (題名) Examining the Effect of Social Media Marketing in Tourismen_US
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) [1] Advertising Age. (2012). FACEBOOK 101: CAN SUCCESS STRIKE TWICE?. 83(33), 2C-3C.
[2] American Express Business Travel. (2010). Social Media Gaining Popularity with Corporate Travel Professionals. Retrieved October 12, 2013, from http://about.americanexpress.com/news/pr/2010/socmed.aspx
[3] Ang, L. (2011). Community relationship management and social media. Journal of Database Marketing & Customer Strategy Management, 18(1), 31-38.
[4] Baghdadi, Y. (2013). From e-commerce to social commerce: a framework to guide enabling cloud computing. Journal of theoretical and applied electronic commerce research, 8(3), 12-38.
[5] Bartram, S. A. (2001). Serious leisure careers among whitewater kayakers: A feminist perspective. World Leisure Journal, 43(2), 4-11.
[6] Beatty, S. E., & Smith, S. M. (1987). External search effort: An investigation across several product categories. Journal of consumer research, 83-95.
[7] Bennett, S. (2012). Social Media’s Influence on the Travel Industry. Retrieved October 12, 2013,from http://www.mediabistro.com/alltwitter/online-travel-industry_b25865
[8] Bernoff, J., & Li, C. (2008). Harnessing the power of the oh-so-social web. MIT Sloan management review, 49(3), 36-42.
[9] Berthon, P. R., Pitt, L. F., Plangger, K., & Shapiro, D. (2012). Marketing meets Web 2.0, social media, and creative consumers: Implications for international marketing strategy. Business Horizons, 55(3), 261-271.
[10] Bowen, L., & Chaffee, S. H. (1974). Product Involvement and Pertinent Advertising Appeals. Journalism Quarterly, 51 (winter), 613-21.
[11] Buckley, R. (2007). Adventure tourism products: Price, duration, size, skill, remoteness. Tourism Management, 28(6), 1428-1433.
[12] Buhalis, D., & Law, R. (2008). Progress in information technology and tourism management: 20 years on and 10 years after the Internet—The state of eTourism research. Tourism management, 29(4), 609-623.
[13] Bull, A. (1995). The economics of travel and tourism (2nd ed.). Australia: Longman.
[14] Cameron, C. M., & Gatewood, J. B. (2008). Beyond sun, sand and sea: the emergent tourism programme in the Turks and Caicos Islands. Journal of Heritage Tourism, 3(1), 55-73.
[15] Chen, Y. C., Shang, R. A., & Li, M. J. (2013). The effects of perceived relevance of travel blogs’ content on the behavioral intention to visit a tourist destination. Computers in Human Behavior.
[16] Choi, Y. K., & Lee, J. G. (2012). The Persuasive Effects of Character Presence and Product Type on Responses to Advergames. Cyberpsychology, Behavior, and Social Networking, 15(9), 503-506.
[17] Culnan, M. J., McHugh, P. J., & Zubillaga, J. I. (2010). How large US companies can use Twitter and other social media to gain business value. MIS Quarterly Executive, 9(4), 243-259.
[18] Derrett, R. (2002). Special interest tourism: starting with the individual, in N Douglas, N Douglas & R Derrett (Eds), Special interest tourism, John Wiley & Sons, Milton, Queensland.
[19] Dijkstra, M., Buijtels, H. E., & van Raaij, W. F. (2005). Separate and joint effects of medium type on consumer responses: a comparison of television, print, and the Internet. Journal of Business Research, 58(3), 377-386.
[20] Dolnicar, S., & Leisch, F. (2003). Winter tourist segments in Austria: Identifying stable vacation styles using bagged clustering techniques. Journal of Travel Research, 41(3), 281-292.
[21] Dwyer, L., Forsyth, P., & Rao, P. (2000). The price competitiveness of travel and tourism: a comparison of 19 destinations. Tourism Management, 21(1), 9-22.
[22] Edwards, D., Griffin, T., & Hayllar, B. (2008). Urban tourism research: developing an agenda. Annals of Tourism Research, 35(4), 1032-1052.
[23] eMarketer. (2008). Online reviews sway shoppers. Retrieved October 08, 2013, from http://heartbeatofnewmedia.blogspot.tw/2008/07/online-reviews-sway-shoppers.html
[24] Facebook Studio. (2013). AirAsia Friendsy. Retrieved November 09, 2013, from https://www.facebook-studio.com/gallery/submission/airasia-friendsy
[25] Fodness, D., & Murray, B. (1999). A model of tourist information search behavior. Journal of Travel Research, 37(3), 220-230.
[26] Foo, J. A., McGuiggan, R., & Yiannakis, A. (2004). Roles tourists play: an Australian perspective. Annals of tourism research, 31(2), 408-427.
[27] Gallaugher, J., & Ransbotham, S. (2010). Social media and customer dialog management at Starbucks. MIS Quarterly Executive, 9(4), 197-212.
[28] Godes, D., & Mayzlin, D. (2009). Firm-created word-of-mouth communication: Evidence from a field test. Marketing Science, 28(4), 721-739.
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