國際觀光旅館網路廣告文宣行銷策略分析

The Analysis of Hotel Advertising Flyer as a Tool of Internet Marketing Strategy in International Tourist Hotels

10.6157/2016.8(1).3

黃靖淑(Ching-Hsu Huang)；范慧華(Hau-Hui Fan)；江晏嬅(Yann-Miriam Juang)

國際觀光旅館 ； 網路廣告文宣 ； 內容分析法 ； International Tourist Hotels ； Internet Advertising Flyer ； Content Analysis

休閒與遊憩研究

8卷1期（2016 / 07 / 01）

109 - 150

繁體中文

本研究之研究目的主要在分析探討國際觀光旅館網路廣告文宣的呈現方式、訴求內容與飯店行銷策略，來傳遞其住宿、餐飲及其他活動等資訊，並檢驗不同地區的國際觀光旅館之網路廣告文宣設計是否有所差異。本研究使用內容分析法，從國際觀光旅館選出各地區具代表性的旅館共六間，進行10個月網路廣告文宣的資料收集，共收集1200份文宣，以目的抽樣抽出文宣樣本共280份，透過內容分析法，設定分析參數共19項，由五位編碼員根據分析參數將樣本進行編碼，其信度也經檢測，具高信度。研究結果顯示，網路廣告文宣的呈現方式和訴求內容的關係為緊密結合，而國際觀光旅館之行銷策略則會隨地區的不同而有所差異。本研究之結論建議期能提供旅館研擬行銷策略之參考。

The purposes of this study are to explore the ways of display internet advertising flyers, demand contents, and marketing strategy of the international tourist hotels in Taiwan, and examine the differences of internet advertising flyer between the international tourist hotels in different location. The content analysis was used to analyze 280 internet advertising flyers which were collected from 6 international tourist hotels in 10 months. All the 6 hotels were selected by using the purpose random sampling method and five coders coding the data according 19 parameters. In addition, the reliability was controlled by calculating via the formula. The results showed there are significant advertising strategies in terms of internet flyers between the hotels in different locations. The managerial implications of the findings are discussed.

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