線上評論對旅館營運績效的影響

Abstract

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.