民宿使用微電影於Facebook行銷對潛在顧客之調查──以台東某民宿為例

Micro Movie as an Internet Marketing Strategy on Facebook – a Case Study on a B&B in Taitung

本研究旨在了解民宿使用微電影並藉由社群網站Facebook做網路行銷是否能開發更多潛在顧客。隨著遊客人數增加，旅遊型態改變，越來越多人選擇民宿作為旅遊住宿地點，因此民宿數量也日益增加。雖然大多能以低廉的價格、親切的服務或獨特的風格吸引許多旅客，民宿在行銷上的資源仍相對不足，因此容易在開發潛在顧客時遇到困難。本研究以台東一民宿為例，為其設計並製作一專屬微電影，並將其放置社群網站Facebook，再以網路問卷方式進行調查，企圖了解以微電影的形式利用Facebook作為媒介是否能成為民宿有效的行銷策略。在回收的問卷中，我們發現受訪者大多同意會在社群網站Facebook上取得旅遊資訊，且認為被轉載或分享越多的訊息越容易得到關注，尤其是經由人氣部落客的轉載。然而，受訪者也發現，並非分享越多的訊息就能吸引其成為顧客，因此，訊息本身的樣貌仍然是消費者考量的關鍵。就微電影來說，劇情、人物、配樂、場景、創意及影片品質等都是網路觀眾能否成為民宿潛在顧客的因素。最後，透過問卷，我們也發現微電影的行銷方式在Facebook上的確更能引起使用者的共鳴，激發他們想出遊的情緒成為潛在顧客。而快速連結以提供即時的民宿訊息更能使他們由潛在顧客變成實際的消費者，也因此肯定了微電影在Facebook上的行銷策略是可行的。

The aim of this research is to understand whether B&Bs in Taiwan could attract more potential customers with Micro Movie via Facebook. As the number of travellers in Taiwan raises in recent years, the need for accommodations also increases. B&Bs attract many travellers with their relatively low rate, warm hospitality or unique style. However, usually being run by individual owners, B&Bs have relatively fewer marketing resources to attract more potential customers. Therefore, the present research chooses a B&B in Taitung as the case, designs and produces a Micro Movie for it. An online questionnaire has also been conducted in order to understand the Facebook users’ point of views on the marketing effect of the Micro Movie. It is found that most of the respondents agree that they believe that Facebook is a good place to search for travelling information. They would pay more attention on the messages that are shared a lot or by famous bloggers. However, it is not necessary for them to consume a certain product only because of the number of ‘shares’. Thus, the message itself is still important. In this research, we also find that in terms of a micro movie, most of the respondents consider the story, the characters, the music, the background, the creativity and the quality of the films all as important keys to a successful Micro Movie. Finally, it is also found in the present research that many of the respondents think that by viewing a Micro Movie on Facebook, there is a higher possibility for them to be touched, to want to go for a travel, to access the information of the B&B and at the end, become a customer. Therefore, it can be said the using Micro Movie on Facebook could be an effective marketing strategy for B&Bs.