研究生: |
游紹婷 Yu, Shao-Ting |
---|---|
論文名稱: |
線上評論對旅館營運績效的影響 The influence of online reviews on hotels performance |
指導教授: |
方進義
Fang, Chin-Yi |
學位類別: |
碩士 Master |
系所名稱: |
運動休閒與餐旅管理研究所 Graduate Institute of Sport, Leisure and Hospitality Management |
論文出版年: | 2016 |
畢業學年度: | 104 |
語文別: | 中文 |
論文頁數: | 49 |
中文關鍵詞: | 電子口碑 、線上評論 、營運績效 |
英文關鍵詞: | electronic word-of-mouth (eWOM), online reviews, hotel performance (ADR, OCR, RevPAR) |
DOI URL: | https://doi.org/10.6345/NTNU202203814 |
論文種類: | 學術論文 |
相關次數: | 點閱:201 下載:19 |
分享至: |
查詢本校圖書館目錄 查詢臺灣博碩士論文知識加值系統 勘誤回報 |
隨著網際網路越來越發達,消費者常利用網路與社群媒體進行各式各樣的活動與電子口碑傳播,其中最普遍的是線上評論,它揭露了顧客的滿意程度,而滿意度通常和獲利能力與財務表現有關。因此本研究以臺灣國際觀光旅館為研究樣本,利用交通部觀光局行政管理資訊系統之次級資料與線上評論網站資訊,探討各項因子是否影響其營運績效,以供未來臺灣國際觀光旅館利用網路社群媒體之線上評論以提升旅館績效,增加營收之用。本研究以73間臺灣國際觀光旅館,2012年至2015年資料為研究樣本,以平均房價 (Average Daily Rate, ADR)、住房率 (Occupancy Rate, OCR) 與平均客房收益 (Revenue Per Available Room, RevPAR) 為依變項;評論之質量、數量、滿意數量、抱怨數量、是否進行回覆管理,以及回覆管理的層級為自變項;旅館星級與規模為控制變數,運用迴歸分析法探討各項因子是否影響營運績效。研究結果顯示六個因子中,有四個會影響營運績效,分別是評論質量、數量、滿意數量與抱怨數量;其中評論質量、數量、滿意數量與抱怨數量會影響ADR 與 RevPAR,評論數量和滿意數量則會影響OCR。
With the rapid development of the Internet, consumers increasingly use website and social media for all kinds of activity and to spread e-word-of-mouth (eWOM). The most common example of eWOM is online reviews. According to previous research, eWOM plays a key role in influencing hotel performance. As such, this paper collected 4 years of data (2012-2015) from 73 International Tourist Hotels in Taiwan to investigate the effects of six critical online reviews variables including review valence (on a scale of 1-5, 1=terrible to 5=excellent), review volume, customer satisfaction, customer complaints, management response, response level on hotel performance including Average Daily Rate (ADR), Occupancy Rate (OCR) and Revenue Per Available Room (RevPAR). And the data was retrieved from TripAdvisor, Expedia, two popular platform of travel social media. Also, the impact of the online review variables on hotel performance is investigated while considering the control variables including hotel size and star rating. The result indicates that four variables (review valence, review volume, customer satisfaction, customer complaints) influenced hotel's ADR and RevPAR while only two variables (review volume, customer satisfaction) influenced hotel's OCR.
交通部觀光局 (2015)。近十年來臺旅客及國民出國人次變化。取自http://admin.taiwan.net.tw/public/public.aspx?no=315
交通部觀光局 (2015)。近十年觀光外匯收入及國人國內旅遊收入及觀光總收入。取自http://admin.taiwan.net.tw/public/public.aspx?no=315
交通部觀光局 (2015)。近十年來臺旅遊目的別人次及佔比變化。取自http://admin.taiwan.net.tw/public/public.aspx?no=315
交通部觀光局臺灣旅宿網 (2015)。統計資料。取自http://taiwanstay.net.tw/TouristStatistics
劉慧玉 (譯) (2000)。1001種留住顧客的方法。臺北市:臉譜出版社。 (Dona Greiner, Theodore B. Kinni,1999)
Anderson, E. W., & Sullivan, M. W. (1993). The antecedents and consequences of customer satisfaction for firms. Marketing Science, 12(2), 125-143.
Anderson, E. W., Fornell, C., & Lehmann, D. R. (1994). Customer satisfaction, market share, and profitability: Findings from Sweden. The Journal of Marketing, 58(3), 53-66.
Anderson, E. W., Fornell, C., & Mazvancheryl, S. K. (2004). Customer satisfaction and shareholder value. Journal of Marketing, 68(4), 172-185.
Anderson, E. W., Fornell, C., & Rust, R. T. (1997). Customer satisfaction, productivity, and profitability: Differences between goods and services. Marketing Science, 16(2), 129-145.
Assaf, A. G., Josiassen, A., Knežević Cvelbar, L., & Woo, L. (2015). The effects of customer voice on hotel performance. International Journal of Hospitality Management, 44, 77-83.
Bhatnagar, A., & Ghose, S. (2004). Online information search termination patterns across product categories and consumer demographics. Journal of Retailing, 80(3), 221-228.
Blal, I., & Sturman, M. C. (2014). The differential effects of the quality and quantity of online reviews on hotel room sales. Cornell Hospitality Quarterly, 55(4), 365-375.
Casaló, L. V., Flavián, C., Guinalíu, M., & Ekinci, Y. (2015). Do online hotel rating schemes influence booking behaviors?. International Journal of Hospitality Management, 49, 28-36.
Chevalier, J.A., & Mayzlin, D. (2006). The effects of word of mouth on sales: online book reviews. Journal of Marketing research, 43(3), 345-354.
Chi, C. G., & Gursoy, D. (2009). Employee satisfaction, customer satisfaction, and financial performance: An empirical examination. International Journal of Hospitality Management, 28(2), 245-253.
Duan, W., Gu, B., & Whinston, A. B. (2008). Do online reviews matter? —An empirical investigation of panel data. Decision Support Systems, 45(4), 1007-1016.
Enz, C. A., Canina, L., & Walsh, K. (2001). Hotel-industry averages: an inaccurate tool for measuring performance. Cornell Hotel and Restaurant Administration Quarterly, 42(6), 22-32.
Fan, W., & Yan, Z. (2010). Factors affecting response rates of the web survey: A systematic review. Computers in Human Behavior, 26(2), 132-139.
Fornell, C. (1992). A national customer satisfaction barometer: the Swedish experience. The Journal of Marketing, 56(1), 6-21.
Goldenberg, J., Libai, B., & Muller, E. (2001). Talk of the network: A complex systems look at the underlying process of word-of-mouth. Marketing Letters, 12(3), 211-223.
Goodman, J. (2006). Manage complaints to enhance loyalty. Quality Progress, 39(2), 28-34.
Gu, B., & Ye, Q. (2014). First step in social media: measuring the influence of online management responses on customer satisfaction. Productions and Operations Management, 23(4), 570-582.
Gyung Kim, M., Wang, C., & Mattila, A. S. (2010). The relationship between consumer complaining behavior and service recovery: An integrative review. International Journal of Contemporary Hospitality Management, 22(7), 975-991.
Hayes, D. K., & Miller, A. A. (2011). Revenue management for the hospitality industry. River Street Hoboken, NJ: Wiley.
Hennig-Thurau, T., Gwinner, K.P., Walsh, G., & Gremler, D.D. (2004) Electronic word- of-mouth via consumer-opinion platforms: what motivates consumers to articulate themselves on the Internet? Journal of Interactive Marketing, 18(1), 38-52.
Homburg, C., & Fürst, A. (2005). How organizational complaint handling drives customer loyalty: an analysis of the mechanistic and the organic approach. Journal of Marketing, 69(3), 95-114.
Kim, W. G., Lim, H., & Brymer, R. A. (2015). The effectiveness of managing social media on hotel performance. International Journal of Hospitality Management, 44, 165-171.
LaBarbera, P. A., & Mazursky, D. (1983). A longitudinal assessment of consumer satisfaction/dissatisfaction: the dynamic aspect of the cognitive process. Journal of Marketing Research, 393-404.
Lee, M., & Youn, S. (2009). Electronic word of mouth (eWOM) How eWOM platforms influence consumer product judgment. International Journal of Advertising, 28(3), 473-499.
Litvin, S. W., Goldsmith, R. E., & Pan, B. (2008). Electronic word-of-mouth in hospitality and tourism management. Tourism Management, 29(3), 458-468.
Liu, X., Schuckert, M., & Law, R. (2015). Can response management benefit hotels? Evidence from Hong Kong hotels. Journal of Travel & Tourism Marketing, 32(8), 1069-1080.
Liu, Y. (2006). Word of mouth for movies: Its dynamics and impact on box office revenue. Journal of Marketing, 70(3), 74-89.
Maier, T. A., & Johanson, M. (2013). An Empirical Investigation into Convention Hotel Demand and ADR Trending. Journal of Convention & Event Tourism, 14(1), 2-20.
Marisa, G. (2012) Global consumers’ trust in “earned” advertising grows in importance. Retrieved from http://www.nielsen.com/us/en/pressroom/2012/nielsen-global-consumers-trust-in-earned-adver-tising-grows.html.
Maxham, J.G. (2001). Service recovery’s influence on consumer satisfaction, positive word-of-mouth, and purchase intentions. Journal of Business Research, 54(1), 11-24.
Mayzlin, D., Dover, Y., Chevalier, J.A. (2012). Promotional Reviews: An Empirical Investigation of Online Review Manipulation. American Economic Review, 104(8), 2421-2455.
McColl-Kennedy, J. R., & ;4, B. A. (2003). Application of fairness theory to service failures and service recovery. Journal of Service Research, 5(3), 251-266.
O’Neill, J. W., & Mattila, A. S. (2004). Hotel branding strategy: Its relationship to guest satisfaction and room revenue. Journal of Hospitality & Tourism Research, 28(2), 156-165.
O'Connor, P. (2010). Managing a hotel's image on TripAdvisor. Journal of Hospitality Marketing & Management, 19(7), 754-772.
Öğüt, H., & Onur Taş, B. K. (2012). The influence of internet customer reviews on the online sales and prices in hotel industry. The Service Industries Journal, 32(2), 197-214.
Opinion Research Corporation. (2008). Online consumer reviews significantly impact consumer purchasing decisions, new opinion research corporation survey finds. Retrieved July 10, 2015, from http://www.reuters.com/article/2008/06/24/idUS117426+24-Jun-2008+BW20080624 - AM4SqMtFg5UATeaW.97
Pantelidis, I. S. (2010). Electronic meal experience: A content analysis of online restaurant comments. Cornell Hospitality Quarterly, 51(4), 483-491.
Park, S. Y., Allen, J. P. (2013). Responding to online reviews: problem solving and engagement in hotels. Cornell Hospitality Quarterly, 54(1), 64-73.
PhoCusWright (2014) 24 insights to shape your TripAdvisor strategy. Retrieved from http://www.tripadvisor.com/TripAdvisorInsights/n2120/24-insights-shape-your-tripadvisor-strategy
Rafat Ali, Skift (2014) The Most Popular Online Booking Sites in Travel, 2013 Edition. Retrieved from http://skift.com/2014/06/17/the-most-popular-online-booking-sites-in-travel-2014-edition/
Shaw, G., Bailey, A., & Williams, A. (2011). Aspects of service-dominant logic and its implications for tourism management: Examples from the hotel industry. Tourism Management, 32(2), 207-214.
Skift (2013). Top 25 Online Booking Sites in Travel for October 2013.Retrieved from http://skift.com/2013/11/11/top-25-online-booking-sites-in-travel/
Smith, A. K., & Bolton, R. N. (1998). An experimental investigation of customer reactions to service failure and recovery encounters paradox or peril?. Journal of Service Research, 1(1), 65-81.
Sparks, B. A., & Browning, V. (2011). The impact of online reviews on hotel booking intentions and perception of trust. Tourism Management, 32(6), 1310-1323.
Sun, K.-A., Kim, D.-Y. (2013). Does customer satisfaction increase firm performance? An application of American Customer Satisfaction Index (ACSI). International Journal of Hospitality Management, 35, 68-77.
Thang, N. N., & Buyens, D. (2008, November). What we know about relationship between training and firm performance: A review of literature. In 7th International Conference on Ethics and Quality of Work-life for Sustainable Development, Bangkok, Thailand.
Wirtz, J., Chew, P. (2002). The effects of incentives, deal proneness, satisfaction and tie-strength on world-of-mouth behavior. International Journal of Service Industry Management, 13(2), 41-162.
Xiang, Z., Schwartz, Z., Gerdes, J. H., & Uysal, M. (2015). What can big data and text analytics tell us about hotel guest experience and satisfaction? International Journal of Hospitality Management, 44, 120-130.
Xie, K. L., Zhang, Z., & Zhang, Z. (2014). The business value of online consumer reviews and management response to hotel performance. International Journal of Hospitality Management, 43, 1-12.
Yavas, U., Karatepe, O. M., Babakus, E., & Avci, T. (2004). Customer complaints and organizational responses: A study of hotel guests in Northern Cyprus. Journal of Hospitality & Leisure Marketing, 11(2-3), 31-46.
Ye, Q., Law, R., Gu, B., & Chen, W. (2011). The influence of use-generated content on traveler behavior: an empirical investigation on the effects of e-word-of-mouth to hotel online bookings. Computer Human Behavior, 27(2), 634-639.
Zhang, Y., & Vásquez, C. (2014). Hotels׳ responses to online reviews: Managing consumer dissatisfaction. Discourse, Context & Media, 6, 54-64.