旅遊業臉書粉專行銷貼文之案策略：從性別差異著眼

Copywriting Strategies in Tourism Facebook Fan Page Marketing: Investigating the Role of Gender Differences

研究目的：本研究從性別差異觀點著眼，試圖瞭解不同的旅遊商品是否適合不同型態的文案策略。研究方法／方法：我們收集台灣某大旅行社粉絲頁貼文以進行研究。共蒐集547個貼文，橫跨168個產品。研究結果：性別偏好取向使得在男性顧客群中適合使用理性訴求的文案策略促銷感官刺激高的旅遊商品，而在女性顧客群中適合使用感性訴求的文案策略促銷感官刺激低的旅遊商品。研究限制／啟發：性別為影響行銷文案設計以及行銷目標產品選擇之重要因素。理論／實務／社會意涵：本研究理論上可增進臉書粉絲頁經營策略的相關研究，實務上對旅行社臉書經營者提供行銷文案的指引，從而提高粉絲頁的經營績效。創見／價值：本研究有別於過往研究注重使用者生成內容策略，而是從企業角度了解企業生成內容策略。

Purpose – This study aimed to determine what types of tourism Facebook fan page content are suitable given a target tourism product. Specifically, we examined the copywriting strategies used to create good Facebook fan page content. In addition, we were interested in exploring the role of gender in this type of decision-making. Design/methodology/approach – We collected and analyzed Facebook postings of a leading Taiwanese travel agency. We collected a total of 547 posts from January 1, 2013, to May 31, 2014. These posts were classified into 168 tourist products. Findings – The results of the research show that males prefer copywriting that contains rational advertisement appeals in posts while females prefer copywriting that contains emotional advertisement appeals in posts. Moreover, males prefer posts on tourism products that focus on sensation-seeking attractions, whereas female prefer posts that focus on sensation-avoiding attractions. We further found that posts that have a better fit between copywriting strategies and tourism products based on gender preferences can perform better in terms of total reach and greater numbers of comments, likes, and shares. Research limitations/implications – This study finds that social media marketers should consider genders when designing marketing campaigns on corporate Facebook fan pages. Furthermore, gender differences also affect the design of copywriting for the product being marketed and the advertising appeals being used. Practical implications/Social implications – This research demonstrates how to design a proper copywriting strategy based on gender differences. The results can benefit the tourism industry by equipping it with the theoretical principles to guide practitioners’ decisions. Originality/value – While most of related studies are mainly focused on user-generated content strategy rather than firm-generated content strategy, this research adopts the perspective of the firm to facilitate our understanding of copywriting strategies on the firm’s owned social media platform.