台灣地區國際觀光旅館網站首頁內容與旅客來源之關聯

Abstract

網站已經是國際觀光旅館一項不可或缺的基本行銷工具，因為網站不僅能與消費者進行資訊的溝通，還能透過照片或動畫具體地呈現旅館型態。本研究採用內容分析法探討台灣地區70家國際觀光旅館的網站首頁內容，同時對於旅館的所在區域及經營型態作概況分析，發現因為台灣的地理環境及都市發展程度不一，會導致不同區域內的旅館家數、類型及經營型態出現差異。都市化程度較高、交通較便利的區域其商務型態比例愈高，而開發較慢、保留許多原始地貌及景觀的區域其商務型態比例愈低。研究結果發現旅館網站首頁的不同旅館型態會影響旅客來源國籍，即為各國旅客對於旅館型態之偏好有所差異。而目前大多數旅館的網站在不同語言選擇下，僅對於文字部分作翻譯，並未針對網頁內容作差異。整體而言，本國旅客偏好網站首頁為非商務型態的旅館，外國旅客則是偏好網站首頁為商務型態的旅館。由結果得知國際觀光旅館網站型態會對旅客來源具有影響，表示在未來業者應要了解其呈現出的網站內容是否為目標顧客所偏好的旅館型態，並且可在不同語言選擇下透過調整網頁內容以吸引到更多不同國家之旅客。

It is necessary for international tourist hotels to use Internet homepages as a marketing communications tool. Through the use of photos and motion pictures, hotels are able to position themselves in the competitive market. This study uses the content analysis to categorize the homepages of 70 international tourist hotels in Taiwan in 2012. Furthermore, this study provides a regional overview of relative geographic locations and management styles of hotels. Because of different urban development levels in different locations in Taiwan, there will be differences in the number, type, and management style of hotels. More urbanized areas with developed transportation systems will be more business type hotels. Conversely, in less urbanized areas which have more natural sceneries and places for sightseeing, there will be fewer business type hotels. The empirical results show that the different types of hotel homepages will affect the country source of tourists, which means tourists from different countries will favor different types portrayed by hotel homepages. However, most of the hotel homepages have only translated the paragraphs appearing on the website instead of modified content based on the language type. In generally, native tourists prefer non-business type hotels while foreign tourists prefer business type. Therefore, managers should understand if the overall images of their homepages are geared towards the types of tourists they are trying to attract. Moreover, it is advised that they should modify the content in different language type of their website, in order to attract tourists from different countries.