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題名：旅遊業部落格美感行銷的應用
書刊名：人文社會科學研究
作者：廖世義 引用關係／蔡淑娟
作者(外文)：Liaw, Shu-yi／Tsai, Shu-chuan
出版日期：2009
卷期：3:3
頁次：頁135-157
主題關鍵詞：部落格行銷；網路行銷；美感行銷；內容分析法；Blog marketing；Internet marketing；Aesthetic marketing；Content analysis
原始連結：連回原系統網址new window
相關次數：
  • 被引用次數被引用次數:期刊(3) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:3
  • 共同引用共同引用:1274
  • 點閱點閱:58
部落格具有溝通、分享的特性，適合做為旅遊業長期與顧客互動的平台。旅遊業者的部落格行銷若能加入美感的元素，將可以塑造出具有高度競爭價值的品牌。本研究旨在提出部落格美感行銷概念模式，做為研究部落格美感行銷的基礎架構；並且針對旅遊業的現況，提出旅遊業實施部落格美感行銷的具體建議。目前業界以部落格作為行銷工具之實務運用，主要以主題式或活動式的形式進行，一旦行銷活動結束後，先前與顧客建立起來的關係也會隨之中斷，無法持續發揮美感行銷的力量，因此本研究整理歸納有關部落格行銷方面的理論與實證性的相關文獻，融入美感行銷的概念，提出部落格美感行銷的概念模型架構。為了使研究概念模型更貼近實務，在研究進行中亦分別深入訪談國內的部落格行銷專家或運用部落格行銷的旅遊業者。其次，採用內容分析法，以瞭解旅遊業應用部落格美感行銷的現況。研究發現實施部落格美感行銷的第一步，可從吸引顧客的注意力開始，以體驗美成要素的功能讓顧客體驗產品，留下難忘的印象；再運用「延續美感」要素的功能，延續顧客對產品或服務的觀感，讓顧客樂在其中，養成一再造訪部落格的習慣；並以互動美成要素的功能，讓顧客將具體的使用經驗內化，培養顧客忠誠度；最後運用美感價值要素的功能，與顧客共創價值，將美好的使用經驗傳播出去。
Since Blog had communication and sharing characterics, it is suitable to be the interaction platform between travel agencies and customers. If travel agencies can add the aesthetic factors into blog marketing, it will create highly valued and competitive brand. The purposes of this study are to provide a basis of the study of blog aesthetic marketing model and to propose the effective blog marketing strategies for travel agencies according to their present situation. The current practice of regarding 'blog' as the marketing tool in business is in form of 'subject' or 'activity'. Once after the end of the marketing activities, the relationship established with customers before will break down thereupon. So that, the power of aesthetic marketing is unable to be lasted. By generalizing the theoretical and practical literature on blog marketing and integrating the concept of aesthetic marketing, this study contribute a basic framework of blog aesthetic marketing model. In order to make this research to combine with the practice closely, in-depth interviews with the experts of blog marketing and the travel agencies who appied bolg marketing were held. Furthermore, the study adopt the approach of content analysis to understand the current situation of travel agencies who apply the blog aesthetic marketing. The study shows that, the first step of applying blog aesthetic marketing is how to attract the attention from customers; applying the function of the "experience of esthetic sense" factor, to provide an experience of the product or service to impress customers deeply. The second is applying the function of the "extension of esthetic sense" factor, to extend the customers' sense and experience on products or service, in order to make customers find pleasure in it and form a habit of visiting the website again and again. The third is applying the function of "interaction of esthetic sense" factor, to make customers internalize their nice experience, to built customers' loyalty. The last is applying the function of "value of esthetic sense" factor, to create values with customers, and turn customers into spokesman of the product or service, make them spread the real usage experience out automatically.
期刊論文
1.陳貞吟、盧庭韻(20080800)。旅遊部落格之目的地行銷意涵--以淡水為例。觀光休閒學報，14(2)，135-159。new window  延伸查詢new window
2.Gretzel, U.、Yuan, Y. L.、Fesenmaier, D. R.(2000)。Preparing for the new economy: Advertising strategies and change in destination marketing organizations。Journal of Travel Research，39(2)，146-156。  new window
3.Baloglu, S.、Pekcan, A.(2006)。The website design and the internet site marketing practices of upscale and luxury hotels in Turkey。Tourism Management，27(1)，171-176。  new window
4.Lin, Y. S.、Huang, J. Y.(2006)。Internet blogs as a tourism marketing medium: A case study。Journal of Business Research，59(10/11)，1201-1205。  new window
5.Lu, H. P.、Wang, J. Y.(1997)。The relationship between management styles, user participation, and system success over MIS growth stages。Information & Management，32(4)，203-213。  new window
6.Rothaermel, F. T.、Sugiyama, S.(2001)。Virtual internet communities and commercial success: Individual and community-level theory grounded in the typical case of Time Zone.com。Journal of Management，27(3)，297-312。  new window
7.王凱、王存國、范錚強(20060700)。線上環境中廣告情境呈現與執行手法對廣告效果的影響：廣告變化、訊息訴求與導引效果。資訊管理學報，13(3)，1-28。new window  延伸查詢new window
8.Choi, Soojin、Lehto, Xinran Y.、Morrison, Alastair M.(2007)。Destination image representation on the web: Content analysis of Macau travel related websites。Tourism Management，28(1)，118-129。  new window
9.Cravens, D. W.(1995)。Introduction to the Special Issue。Journal of the Academy of Marketing Science，23(3)，235-249。  new window
10.Bitner, M. J.(1990)。Evaluating Service Encounter: The effects of physical surroundings and employee response。Journal of Marketing，54(2)，69-82。  new window
11.Ardichvili, A.、Cardozo, R. N.(2000)。A Model of entrepreneurial opportunity recognition process。Journal of Enterprising Culture，8(2)，103-119。  new window
12.Bakos, Y.(1998)。The emerging role of electronic marketplaces on the internet。Communications of the ACM，41(8)，35-42。  new window
13.廖世義、黃鈺婷、譚子文(20090900)。行銷管理美學要素之初探。行銷評論，6(3)，391-422。new window  延伸查詢new window
14.Du, H. S.、Wagner, C.(2006)。Weblog success: exploring the role of technology。International Journal of Human-Computer Studies，64(9)，789-798。  new window
15.Song, I.、LaRose, R.、Eastin, M. S.、Lin, C. A.(2004)。Internet gratifications and internet addiction: On the uses and abuses of new media。CyberPsychology & Behavior，7(4)，384-394。  new window
會議論文
1.黃國禎(2005)。初探BLOG對服務業內部行銷的影響--以聯強國際為例。第二屆服務業管理與創新學術研討會。國立澎湖技術學院。  延伸查詢new window
2.廖世義、譚子文、覃竹珍、蔡淑娟(2007)。兩岸部落格服務平臺整合之機制。2007年第十届中華文化與經營管理研討會。廈門大學。  延伸查詢new window
3.Robert, T. L.(1998)。Are newsgroups virtual communities?。The Annual ACM SIGCHI Conference on Human Factors in Computing Systems。New York：ACM Press。360-367。  new window
4.Ali-Hasan, N. F.、Admaic, L. A.(200703)。Expressing social relationships on the blog through links and comments。International Conference on Weblogs and Social Media。Colorado。  new window
5.Chang, A. M.、Andrew, B. W.、Kannan, P. K.(1999)。Electronic communities as intermediaries: the issues and economics。The 32 Hawaii International Conference on System Sciences。  new window
6.Schubert, P.(2000)。The pivotal role of community building in electronic commerce。33 Hawaii International Conference on System Sciences。  new window
學位論文
1.施偉佳(2007)。部落格旅遊訊息內容對讀者消費動機之影響(碩士論文)。輔仁大學，臺北市。  延伸查詢new window
2.施行鍵(2007)。服務管理美感概念模式之研究(碩士論文)。屏東科技大學，屏東縣。  延伸查詢new window
3.林怡君(2007)。Weblog使用者介面之個人化設計探討(碩士論文)。國立臺灣科技大學。  延伸查詢new window
4.張佳樺(2006)。旅遊網站評估--臺灣與全球之比較(碩士論文)。國立嘉義大學，嘉義市。  延伸查詢new window
5.陳志龍(2005)。服務業組織創新擴散模式之研究(碩士論文)。崑山科技大學，臺南縣。  延伸查詢new window
6.陳信良(2007)。運用部落格及RSS訂閱服務提升客戶服務網站滿意度之研究--以國內某大ISP為例(碩士論文)。世新大學，臺北市。  延伸查詢new window
7.黃鈺婷(2007)。行銷管理美學與企業核心價值(碩士論文)。屏東科技大學，屏東縣。  延伸查詢new window
8.蕭家福(2006)。部落格經營獲利模式探討(碩士論文)。國立臺灣科技大學，臺北市。  延伸查詢new window
9.李郁菁(2000)。影響虛擬社群成員忠誠度產生之因素探討(碩士論文)。國立中山大學。  延伸查詢new window
10.施宇澤(2001)。臺灣旅遊網站內容之分析--以整體階段發展為觀點(碩士論文)。靜宜大學，臺中縣。  延伸查詢new window
圖書
1.古永嘉(2006)。企業研究方法。臺北市：華泰書局。  延伸查詢new window
2.武田哲男(1994)。CS経営に成功する99の公式。  延伸查詢new window
3.武田哲男、盧兆麟(1994)。滿足顧客心：商場中不能錯過的經營智慧。臺北市：創意力出版社。  延伸查詢new window
4.陳瑞陽(2005)。網路行銷。臺北市：學貫行銷有限公司。  延伸查詢new window
5.經濟部技術處(2006)。Web2.0創新應用案例集--科技化服務新趨勢。臺北市：資策會。  延伸查詢new window
6.欒斌、羅凱揚(2006)。電子商務。臺中市：滄海書局。  延伸查詢new window
7.Gardner, S.(2005)。Buzz marketing with blogs for dummies。Hoboken, NJ：Wiley。  new window
8.Mohammed, R.、Fisher, R. J.、Jaworski, B. J.、Cahill, A.(2002)。Internet marketing: building advantage in a networked economy。New York：McGraw Hill。  new window
9.Nacht, R.、Chaney, P.(2007)。Realty blogging: build your brand and outsmart your competition。New York：McGraw-Hill。  new window
10.Postrel, V.(2003)。The Substance of Style。New York：Harper Collins。  new window
11.Scoble, R.、Israel, S.(2006)。Naked conversations: How Blogs are changing the way businesses talk with customers。John Wiley & Sons Inc。  new window
12.Pink, D. H.(2005)。A whole new mind moving from the information age to the conceptual age。New York：Putnam Pub Group。  new window
13.Wright, J.(2005)。Blog Marketing: The Revolutionary New Way to Increase Sales, Build Your Brand, and Get Exceptional Results。McGraw-Hill。  new window
14.Fievet, C.、Turrettini, E.(2004)。Blog Story。Paris：Eyrolles。  new window
15.Fievet, Cyril、施瑞瑄(2006)。誰沒部落格！。臺北市：商周。  延伸查詢new window
16.Gobé, M.(2001)。Emotional Branding: the New Paradigm for Connecting Brands to People。New York, NY：Allworth Press。  new window
17.Hagel, John III、Armstrong, Arthur G.(1997)。Net Gain: Expanding Markets Through Virtual Communities。Harvard Business School Press。  new window
18.Schmitt, Bernd H.、Simonson, Alex(1997)。Marketing aesthetics: The strategic management of brands, identity, and image。Free Press。  new window
19.陳向明(20020000)。社會科學質的研究。臺北：五南。new window  延伸查詢new window
20.Kotler, Philip、Ang, S. H.、Leong, S. M.、Tan, C. T.(2003)。Marketing management: An Asian perspective。Prentice Hall。  new window
21.王石番(1991)。傳播內容分析法--理論與實踐。台北：幼獅文化。  延伸查詢new window
其他
1.InsightXplorer Limited創世際市場研究顧問(2005)。九成網友愛旅遊，旅行偏好自己來，http://www.insightxplorer.com/news/news_ll_22_05.html， 2007/05/13。  延伸查詢new window
2.Pollster波市特線上市調網(2006)。臺灣10大旅遊景點大捜查，http://www.pollster.com.tw/report/2/index.htm， 2007/06/15。  延伸查詢new window
 
 
 
 
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