| 英文摘要 |
Among the world’s positive development of high-value green tourism industry, hotel rooms are one of the high-priced products. Based on the sample of 50 chain hotels in Taiwan, innovatively used the TripAdvisor’s electronic word-of-mouth messages （EWOM） and the important influence factors of hotel room pricing to do the correlation analysis. A win-win strategy that can improve both customer satisfaction and room pricing is proposed, so customers feel that the money is worthwhile, thus increasing the value of the tourism industry. The results show that （1） in accordance with the order, the proportion of free independent travelers （FIT）, the scale, and the number of room attendants have significantly positive impact on the room price; （2） the relationships between FIT and location satisfaction in EWOM, and between attendants and Room comfort/service satisfaction in EWOM are significantly positive correlation. The proposed pricing strategy is maintaining the scale, improving the construction and efficiency of location, comfort, and service, in order to enhance room pricing and perceived satisfaction in EWOM, to achieve customer satisfaction and output enhancement of the win-win goal. |
