電子口碑訊息和訂價：以臺灣連鎖經營酒店為例

Electronic Word-of-Mouth and Pricing: Evidence from Chain Hotels in Taiwan

全球積極發展高產值的綠色觀光產業，其中高單價產品之一是酒店客房價，本研究以台灣50家連鎖經營酒店為樣本，創新採用旅遊評論網TripAdvisor中的電子口碑訊息（EWOM）和酒店房間訂價之重要影響因子做關聯性分析，提出一個可以同時提升顧客感知滿意度及房間訂價的雙贏策略，讓顧客覺得錢花得有價值，進而提升觀光產業產值。結果顯示（1）最顯著正向影響房間訂價的因子依序是自由行旅客比例、規模及客房服務員均數；（2）自由行旅客比例和服務員均數分別和EWOM中的地點意度以及房間舒適度╱服務滿意度有高度正相關。酒店訂價策略的建議是維持規模，增進地點、舒適、服務等面向的建設及效率，藉以提升房間訂價及EWOM中的感知滿意度，達到顧客滿意及產值提升的雙贏目標。

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.