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題 名 | An Exploratory Study of the Role of Corporate Accounts in Business Travelers'Choice of Hotels : A Case of Kaohsiung, Taiwan=公司客戶在商務旅客選擇旅館時所扮演的角色之初探 : 以臺灣高雄市為例 |
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作 者 | 李力昌; 王翊安; | 書刊名 | 高雄應用科技大學學報 |
卷 期 | 37 2008.05[民97.05] |
頁 次 | 頁221-243 |
分類號 | 496.36 |
關鍵詞 | 商務旅客; 旅館選擇; 關係行銷; 公司客戶的角色; Business travelers; Hotel choice; Relationship marketing; Role of corporate accounts; |
語 文 | 英文(English) |
中文摘要 | 本研究檢視企業客戶與訂房負責人作為商務旅客選擇旅館的中介角色。從關係行銷的觀點,本文主張旅館與企業的關係是影響商務旅館選擇的一項主要因素。本研究以南臺灣主要旅館住房企業之訂房與簽約事宜負責人為樣本,並以問卷蒐集資料。結果顯示企業特質(地點、國籍、訂房管道等)與樣本的部份特質會影響雙方關係強度在選擇旅館時所扮演的角色。結論建議當企業特質允許旅館與其建立長期穩固關係時,關係行銷是一種有效的方式;然而當關係由於外部因素而不易發展滋養時,與其費心於關係行銷,旅館應當專注於發展諸如品牌與意象認知的行銷策略。研究結果仍需要更多實證研究的支持。, |
英文摘要 | This study examined the role of corporate accounts as an intermediary for business travelers in choosing hotels. From a relationship marketing perspective, it is argued that the hotel's relationships with these companies are a major factor. Data were collected from the key person of companies with substantial hotel room night demand in Southern Taiwan. The findings show that the company background characteristics (location, nationality, booking channels, etc.) and some characteristics of the respondents influence the role of relationships in choosing hotels. The results suggest that when a close relationship is possible to be formed and when the company's background characteristics allow for relationships to be developed with the hotels, relationships become important. When relationships are difficult to be nurtured, instead of focusing on relationship marketing, hotel should focus on marketing strategies such as brand name recognition and image. The evidence, however, requires further investigation. |
本系統中英文摘要資訊取自各篇刊載內容。