| Summary: | 博士 === 中國文化大學 === 國際企業管理學系 === 107 === Facebook is the most popular social media and widely used in hospitality and tour-ism industry. This study aims to develop a performance evaluation on Facebook (FB) video marketing campaigns for travel agencies and select 135 FB video marketing campaigns (decision making unit, DMU) from 3 medium and large travel agencies for research data. This research applied the theory of elaboration likelihood model (ELM) and used data envelopment analysis (DEA) to select two inputs (text and video length) and three outputs(post click, share and video view)based on previous studies and litera-tures. CCR and BCC are used to assess the overall efficiency and technical efficiency respectively. Furthermore, all DMU are categorized into four types FB video marketing campaigns (promotion, tourist attraction, hotel-related video and special event/festival). The research specifies how to improve the performance for inefficient FB video mar-keting campaigns based on slack value analysis. This results indicates that text (input) and share (output) positively correlative. Also, this study used One-Way ANOVA to exam the efficiency performance in terms of efficiency score among these four catego-ries. We found the difference of categories between “promotion and hotel-related vid-eo”, “promotion and special event/festival” and “tourist attraction and hotel-related video” are significant. The performance of efficiency and customer attention of “pro-motion” and “tourist attraction” are better than that of “hotel-related video” and “special event/festival”. This research contributes in evaluating the performance of FB video marketing campaign to identify and find out the benchmarking FB video marketing campaign with more customer attention and higher efficiency for travel agencies.
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