一、中文部分

交通部觀光局(2018)，觀光統計資料庫[線上資料]，來源：https://stat.taiwan.net.tw。

余文德，蔡宜靜(2006)，資料包絡分析法應用於評估知識管理效率之初步探討，中華科技，70，80-85。

李文福，王媛慧(2012)，臺灣國際觀光旅館業效率與生產力之分析：由下而上分解法，2012生產力與效率特刊，39-89。

周明智(2005)，論旅遊產業特性及發展策略，台北，揚智文化。

林素真，翁淳宏(2008)，廣播廣告說服效果研究–以推敲可能性模式分析，中國廣告學刊，13，59-75。

邱皓政(2008)，量化研究與統計分析–SPSS中文視窗版資料分析範例解析，台北，五南圖書。

洪秀婉，張珈進，羅印呈(2010)，航空公司經營績效與市場需求波動之研究，臺灣企業績效學刊，4(1)，67-95。

唐日新，葉耀仁(2011)，應用推敲可能性模型探討部落格行銷效果：以旅遊部落格為例，中山管理評論，19(3)，517-555。

高強，黃旭男，Toshiyuki Sueyoshi (2003)，管理績效評估–資料包絡分析法，台北，華泰圖書出版公司。

莊淳淩，林榮禾，管孟忠，劉奕廷(2007)，應用 DEA 評估銀行業 CRM 績效，輔仁管理評論，14(1)，27-40。

陳世宗(2006)，資料包絡分析法在企業綪效分析之運用與實證探討：以中國電視事業公司為例，管理與資訊學報 11，159-194。

陳忠榮，劉錦添，孫佳宏(2001)，台灣電子業中小企業與大企業技術效率之實證研究，國家科學委員會研究彙科：人文及社會科學，11(4)，401-413。

陳宗玄 (2003)，國內旅遊對國際觀光旅館國人住宿需求影響之研究，農業經濟半年刊，74，113-146。

陳宗玄(2012)，我國國內旅遊概況與發展趨勢分析，臺灣經濟金融月刊，48(1)，14-30。

陳純德，陳美如(2014)，部落客意見領袖信任轉移影響之研究-推敲可能性模式觀點，電子商務學報，16(3)，247-275。

黃財源，戴丹伶(2013)，台灣鋼鐵工業效率之評估 (2009 年~ 2011 年)–資料包絡分析法之應用，國立屏東商業技術學院學報，15，373-420。

黃乾怡，蔡明峰，黃匯華(2009)應用資料包絡分析法 (DEA) 於六標準差專案之績效評估，技術學刊 (Journal of Technology)，24(2)，117-130。

楊俊明，許淑妮(2013)，模糊一點好：廣告圖片景深對消費者態度的影響，行銷科學學報，9(1)，53-76。

蔡東峻，李曉青(2005)，折扣比例，品牌形象和產品種類對消費者知覺品質和知覺風險的影響，中山管理評論，13(1)，143-176。

薄喬萍(2005)，績效評估之資料包絡分析法，台北，五南圖書。

二、英文部分
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Malhotra, A., Malhotra, C. K., & See, A. (2013). How to create brand engagement on Facebook. MIT Sloan Management Review, 54(2), 18-20.

Bashirian, N., & Majdpuor, T. (2012). The role of standard service quality in front office of five star hotels in Tehran in order to satisfy customers. Master Thesis, Luleå University of Technol-ogy, Sweden.

Bauer, R. A. (1960). Consumer behavior as risk taking, in Robert S. H. (Eds.). Dynamic Marketing in the Changing World (pp. 389-398). Chicago: American Marketing Association.

Bernini, C., & Guizzardi, A. (2015). Improving performance meas-urement and benchmarking in the accommodation sector. In-ternational Journal of Contemporary Hospitality Management, 27(5), 980-1002.

Chang, Y. T., Yu, H., & Lu, H. P. (2015). Persuasive messages, pop-ularity cohesion, and message diffusion in social media marketing. Journal of Business Research, 68(4), 777-782.

Chen, J. V., Su, B. C., & Widjaja, A. E. (2016). Facebook C2C social commerce: A study of online impulse buying. Decision Support Systems, 83, 57-69.

Cooke, M., & Buckley, N. (2008). Web 2.0, social networks and the future of market research. International Journal of Market Re-search, 50, 267-292.

Fang, C. Y., Peng, P. Y., & Pan, W. T. (2013). Does using an a la carte or combo set menu affect the performance of a teppanyaki-style restaurant?” International Journal of Contem-porary Hospitality Management, 25(4), 491-509.

Gilbert, D., & Tsao, J. (2000). Exploring Chinese cultural influences and hospitality marketing relationships. International Journal of Contemporary Hospitality Management, 12(1), 45-54.

Hays, S., Page, S. J., & Buhalis, D. (2013). Social media as a destina-tion marketing tool: Its use by national tourism organizations. Current Issues in Tourism, 16(3), 211-239.
Jeong, E., & Jang, S. (2017). Heuristic evaluation of healthy menus: examining the effect of brand image congruity. International Journal of Contemporary Hospitality Management, 29(10), 2514-2534.

Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53(1), 59-68.

Kim, Y., Kang, M., Choi, S. M., & Sung, Y. (2016). To click or not to click? Investigating antecedents of advertisement clicking on Facebook. Social Behavior and Personality: An International Journal, 44(4), 657-667.

Kim, A. J., & Ko, E. (2012). Do social media marketing activities en-hance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 65(10), 1480-1486.

Kim, D., & Benbasat, I. (2003). Trust-related arguments in internet stores: a framework for evaluation. Journal of Electronic Com-merce Research, 4(2), 49-63.

Kwok, L., & Yu, B. (2013). Spreading social media messages on fa-cebook an analysis of restaurant business-to-consumer commu-nications. Cornell Hospitality Quarterly, 54(1), 84-94.

Leung, D., Law, R., Van Hoof, H., & Buhalis, D. (2013). Social media in tourism and hospitality: A literature review. Journal of Travel & Tourism Marketing, 30(1-2), 3-22.

Leung, X. Y., Bai, B., & Stahura, K. A. (2015). The marketing effec-tiveness of social media in the hotel industry: A comparison of Facebook and Twitter. Journal of Hospitality & Tourism Re-search, 39(2), 147-169.

Lewin, A. Y., & Minton, J. W. (1986). Determining Organizational Effectiveness: Another Look, and an Agenda for Research. Management Science, 32(5), 514-538.

Line, N. D., & Rodney, C. R. (2012). Hospitality marketing research: Recent trends and future directions. International Journal of Hospitality Management, 31(2), 477-488.

Litvin, S. W., Goldsmith, R. E., & Pan, B. (2008). Electronic word-of-mouth in hospitality and tourism management. Tourism Management, 29(3), 458-468.

Lo, Y. C., & Fang, C. Y. (2018). Facebook marketing campaign benchmarking for a franchised hotel. International Journal of Contemporary Hospitality Management, 30(3), 1705-1723.

Lohtia, R., Donthu, N., & Yaveroglu, I. (2007). Evaluating the effi-ciency of internet banner advertisements. Journal of Business Research, 60(4), 365-370.
Macias, W. (2003). A preliminary structural equation model of com-prehension and persuasion of interactive advertising brand web sites. Journal of Interactive Advertising, 3(2), 36-48.

Madden, M., & Zickuhr, K. (2011). 65% of online adults use social networking sites: Women maintain their foothold on SNS use and older Americans are still coming aboard. Pew Internet & American Life Project. [Online]. Available: http://pewinternet. org/Reports/2011/Social-Networking-Sites.aspx[2011, Aug 26].

Manasakis, C., Apostolakis, A., & Datseris, G. (2013). Using data en-velopment analysis to measure hotel efficiency in Crete. Inter-national Journal of Contemporary Hospitality Management, 25(4), 510-535.

Mangold, W. G., & David, J. F. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons 52(4), 357-365.

Margarida, B. A. (2013). Do users look at banner ads on Facebook?. Journal of Research in Interactive Marketing, 7(2), 119-139.

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Minazzi, R. (2015). Social media marketing in tourism and hospitality. Heidelberg: Springer.
Moeller, S. (2010). Characteristics of services-a new approach uncovers their value. Journal of Services Marketing, 24(5), 359 -368.

Ng, I. C. L., Wirtz, J., & Lee, K. S. (1999). The strategic role of un-used service capacity. International Journal of Service Industry Management, 10(2), 211-238.

Pergelova, A., Prior, D., & Rialp, J. (2010). Assessing advertising ef-ficiency. Journal of Advertising, 39(3), 39-54.

Pieters, R., Wedel, M., & Batra, R. (2010). The stopping power of advertising: Measures and effects of visual complexity. Journal of Marketing, 74(5), 48-60.

Reynolds, D., & Thomson, G. M. (2007). Multiunit restaurant productivity assessment using three-phase data envelopment analysis. International Journal of Hospitality Management, 26(1), 20-32.

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Saravanakumar, M., & SuganthaLakshmi, T. (2012). Social media marketing. Life Science Journal, 9(4), 4444-4451.

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Serrano-Cinca, C., Fuertes-Callén, Y., & Mar-Molinero, C. (2005). Measuring DEA efficiency in Internet companies. Decision Support Systems, 38(4), 557-573.

Su, N., Reynolds, D., & Sun, B. (2015). How to make your Facebook posts attractive: a case study of a leading budget hotel Brand fan page. International Journal of Contemporary Hospitality Management, 27(8), 1772-1790.

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Xu, P., Chen, L., & Santhanam, R. (2015). Will video be the next generation of ecommerce product reviews? Presentation format and the role of product type. Decision Support Systems, 73, 85-96.