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    政大機構典藏 > 商學院 > 資訊管理學系 > 學位論文 >  Item 140.119/76866
    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/76866

    Title: 性別差異對旅遊類型Facebook粉絲團的發文形式偏好的影響
    A study of the effect of gender difference on preferences in tourism Facebook fan page post
    Authors: 龔又嫻
    Kung, Yu Hsien
    Contributors: 張欣綠
    Chang, Hsin Lu
    Kung, Yu Hsien
    Keywords: 粉絲專頁
    Facebook fan pages
    marketing strategy
    gender preference
    Date: 2015
    Issue Date: 2015-07-27 11:22:49 (UTC+8)
    Abstract: 社群媒體是現今主流的行銷管道,而Facebook更是其中的佼佼者。許多旅遊業者也試圖透過粉絲團作為與顧客交流的媒介,但是多數並不了解怎樣的行銷策略才是適合的。
    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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    Description: 碩士
    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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