Exploring Experiential Values of Consumers Booking Hotel through Online Positive and Negative Reviews of Booking.com

• Main Authors: Shih-Ting Yu, 余詩婷
• Other Authors: Chi-Ping Chen
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/ycd768

碩士 === 元智大學 === 經營管理碩士班(行銷學程) === 106 === According to the data from the Taiwanese Tourism Bureau Taiwanese citizens’ travel abroad has rapidly increased. In 2011, a total of 9,583,873 Taiwanese citizens traveled abroad. Then up until 2017 a total of 15,654,579 citizens traveled abroad. Also, Japan is consistently the most popular travel destination for Taiwanese travelers. The most popular mode of travel has changed from group package tours to independent travel. Low-cost carriers have been growing rapidly in popularity and more and more online travel agencies have been created. For example, Booking.com is the largest and best online hotel booking site in the world. This research will specifically focus on the main factors are for booking Japanese hotels for Taiwanese travelers and what are their Experiential Values for booking hotels. Therefore, Booking.com is the primary platform used for this research. The methodology of this research is Netnography and collects data by observation and in-depth interviews. The interviewees are chosen by judgmental sampling and snowball sampling, 13 participants were used as research samples. The research data is analyzed by Grounded Theory to create the concepts. The research result found that price, convenience and quality are the main hotel booking factors for consumers. Consumers will evaluate their satisfaction after check-in. Also, their satisfaction will be evaluated as to how it affects the next hotel booking decision.