| Summary: | 碩士 === 中國文化大學 === 觀光休閒事業管理研究所 === 100 === The rise of Facebook in recent years has led to travel agencies setting up their own Facebook pages, which function as a platform for promoting their services. Facebook differs from traditional websites that feature one-way communication as it has the char-acteristic of two-way communication. The operation of the platform enhances its brand awareness, as well as the relationship with the customer. Its socializing, interpersonal relationships and the complexity of the network link are regarded as the best marketing tool. Therefore, it has become increasingly important for travel agencies to know how to develop friendly relations with their customers and maintain customer loyalty through the platform.
The main purpose of the study was to explore how travel agencies use their Face-book page to maintain a relationship with their customers, and analyse how these Face-book pages relate to marketing. The study used a rigorous content analysis to research and analyze the content of the Facebook pages of travel agencies using six of the com-ponents of relationship marketing orientation (RMO). In addition, this study mentioned several views of the operation of travel agencies’ Facebook pages. The study not only inferred propositions related to empirical research, but also proposed implications for the management of the travel agencies and recommendations for future research.
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