Facebook Relationship Marketing for Travel agencies
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-a...
Main Authors: | , |
---|---|
Other Authors: | |
Format: | Others |
Language: | zh-TW |
Published: |
2011
|
Online Access: | http://ndltd.ncl.edu.tw/handle/27238527653844487399 |
id |
ndltd-TW-100PCCU1742007 |
---|---|
record_format |
oai_dc |
spelling |
ndltd-TW-100PCCU17420072015-10-13T20:51:33Z http://ndltd.ncl.edu.tw/handle/27238527653844487399 Facebook Relationship Marketing for Travel agencies 旅行業應用Facebook之關係行銷 Hsin-Li Hung 洪新理 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. Sheng-Hshiung Tsaur 曹勝雄 2011 學位論文 ; thesis 119 zh-TW |
collection |
NDLTD |
language |
zh-TW |
format |
Others
|
sources |
NDLTD |
description |
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.
|
author2 |
Sheng-Hshiung Tsaur |
author_facet |
Sheng-Hshiung Tsaur Hsin-Li Hung 洪新理 |
author |
Hsin-Li Hung 洪新理 |
spellingShingle |
Hsin-Li Hung 洪新理 Facebook Relationship Marketing for Travel agencies |
author_sort |
Hsin-Li Hung |
title |
Facebook Relationship Marketing for Travel agencies |
title_short |
Facebook Relationship Marketing for Travel agencies |
title_full |
Facebook Relationship Marketing for Travel agencies |
title_fullStr |
Facebook Relationship Marketing for Travel agencies |
title_full_unstemmed |
Facebook Relationship Marketing for Travel agencies |
title_sort |
facebook relationship marketing for travel agencies |
publishDate |
2011 |
url |
http://ndltd.ncl.edu.tw/handle/27238527653844487399 |
work_keys_str_mv |
AT hsinlihung facebookrelationshipmarketingfortravelagencies AT hóngxīnlǐ facebookrelationshipmarketingfortravelagencies AT hsinlihung lǚxíngyèyīngyòngfacebookzhīguānxìxíngxiāo AT hóngxīnlǐ lǚxíngyèyīngyòngfacebookzhīguānxìxíngxiāo |
_version_ |
1718052194001879040 |