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A study of the effect of gender difference on preferences in tourism Facebook fan page post
Kung, Yu Hsien
Chang, Hsin Lu
Kung, Yu Hsien
Facebook fan pages
|Issue Date: ||2015-07-27 11:22:49 (UTC+8)|
Social media is having a major impact on marketing today, and Facebook is one of the most popular social media platforms. The growing importance of social media in the online tourism domain has also been confirmed. Many travel agencies have started to use Facebook fan pages as a marketing platform to interact with their consumers; but these agencies are still seeking the most suitable marketing strategies. Our research aims to examine whether different genders have different preferences for tourism Facebook fan page marketing information. In addition, we are interested in exploring whether that preference would be affected by different tourism products. We collected Facebook post data from a tourism agency that had already used Facebook to promote its business and reach customers in recent years, and we used those data to test our hypothesis. We confirmed that male do prefer rational appeals advertisement and sensation-seeking tourist attractions while female do prefer emotional appeals advertisement and sensation-avoiding tourist attractions. Moreover, if we fit gender preferences in advertisement appeals and tourist attractions to promote suitable tourism products, the performance on Facebook fan page, brand awareness, brand engagement and word of mouth, will be improved. Our paper is expected to be a contribution to research in this field, to be the basis for a guide for Facebook fan page managers who do not know how to manage their Facebook fan pages and to provide a suitable method for measuring the impact of Facebook fan pages.
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|Source URI: ||http://thesis.lib.nccu.edu.tw/record/#G0101356009|
|Data Type: ||thesis|
|Appears in Collections:||[資訊管理學系] 學位論文|
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