探討中小型旅館與線上旅行社（OTAs）之合作關係：以中介模型分析品牌外溢與反饋效應影響

Exploring the Relationship between Small and Medium Hotels and Online Travel Agencies: Validating Brand Spillover and Reciprocal Effect by Test of Mediation Models

隨著網際網路普及，OTAs成為觀光產業重要銷售通路，近年來OTAs經歷多次併購形成數個大型跨國集團，使得中小型旅館面對OTAs更為弱勢，然而中小型旅館是國內旅宿服務的主要提供與勞力雇用者。為探討中小型旅館與OTAs之競合關係，本研究蒐集431份有效問卷，使用偏最小平方法結構方程式（PLS-SEM）分析國內中小型旅館與OTAs之間的品牌聲望、信任、滿意度與再購意願之中介模型關係。研究結果顯示：旅客對OTAs信任顯著正向影響對中小型旅館信任；旅客對中小型旅館滿意度顯著正向影響旅客對OTAs滿意度，並間接影響對OTAs的再購意願。本研究實證品牌外溢與反饋效應存在於中小型旅館與OTAs之間，描繪出中小型旅館與OTAs之間的互利共生關係，並根據研究結果給予實務建議。

With the popularization of the Internet, online travel agencies (OTAs) become an important sales channel in the tourism industry. In recent years, there are several mergers and acquisitions in the OTAs industry to form several large multinational enterprises, making small and medium-sized enterprise hotels (SMEHs) more vulnerable to OTAs. However, SMEHs are the main providers and employers of domestic accommodation industry. In order to explain the purchase behavior of travelers between SMEHs and OTAs, this study collected 431 questionnaires and used the partial least squares structural equation modeling (PLS-SEM) method to test path coefficients and mediation relationships. The results show that: travelers trust OTAs significantly and positively influenced their trust SMEHs; travelers' satisfaction with SMEHs significantly and positively influenced their satisfaction with OTAs, and indirectly influenced their intention to repurchase OTAs. The results of this study confirm the brand spillover and reciprocal spillover effect between SMEHs and OTAs. And there is the mutually beneficial relationship between small and medium-sized hotels and OTAs.