| 摘要: | 近年台灣旅館業者紛紛推出平價旅館品牌，一般旅館市場越來越激烈，加上現今消費模式改變，網路旅遊平台的蓬勃發展，網路評價成為影響消費者的重要購買決策因素，因此透過網路評論理解旅客對旅館屬性的重視與表現是很重要的。由於一般旅館其市場定位與目標客群不同，提供與五星級旅館不同的屬性服務，因此本研究目的旨在探討在線旅行社網站中，入住一般旅館的旅客對旅館屬性的重要性與表現，以及不同住客類型、星級以及國籍旅客對六大屬性重視差異。
本研究採內容分析法蒐集旅館屬性關鍵字，以台北市一般旅館為研究範圍，抽選在Agoda及Booking.com的一至四星旅館為研究對象，回收編碼表1,635份。統計方法採信度分析以及敘述性統計。
研究結果指出旅客重視的前五大旅館屬性關鍵字為整體住宿狀況、交通便利、早餐服務、客房設備與員工態度。屬性表現方面，整體狀況、交通便利、周遭環境機能以及員工態度多為正面評論，反之客房衛浴整體品質、客房設備、客房安靜性、客房裝潢設計以及旅館設計等屬性則較多負面評論，因此本研究建議一般旅館可更重視旅客網路評論，並提升客房的裝潢設計、客房設備、衛浴品質與隔音效果。本研究並提供學術與實務上的建議以供參考。
In recent years, the hotel industry in Taiwan has gradually launched economy hotel brands. The increasingly fierce competition in the economy market and transformation of the modern mode of consumption have led to rapid development of online traveling platforms, and online reviews have become an important factor influencing consumers’ purchase decisions. Therefore, it is crucial to understand travelers’ opinions on the im-portance of hotel attributes and hotel performance in these attributes through online re-views. As economy hotels have different market positions and target customers, and of-fer services with different attributes than five-star hotels, this study aims to explore the opinions of travelers staying in economy hotels on the importance of hotel attributes and hotel performance in these attributes as well as the differences in the importance of six main attributes according to the type of traveler, star rating, and traveler’s nationality based on the website of a travel agency.
The content analysis method is adopted to gather keywords related to hotel attrib-utes, sampling one- to four-star economy hotels in Taipei City, displayed on Agoda and Booking.com, as the research subjects. There is a total of 1,635 coded responses. Relia-bility analysis and descriptive statistics are also employed as statistical methods.
The results indicate that the top five attribute keywords valued most by travelers are the overall living condition, convenience of transportation, breakfast services, room amenities, and employees’ attitudes. As for the hotel performance in these attributes, re-views on the overall condition, convenience of transportation, surrounding facilities, and employees’ attitudes are mostly positive. In contrast, there are more negative reviews on attributes such as the overall bathroom quality, room amenities, room quietness, interior design of guest rooms, and hotel design. Therefore, it is suggested that economy hotels pay more attention to travelers’ online reviews and improve the interior design, ameni-ties, bathroom, and soundproofing of the guest rooms. This study also offers academic and practical advice for references. |
