臺灣博碩士論文加值系統

本研究之主要研究目的在探索關於現今旅館業旅客網路訂房行為，主要的研究場域為柬埔寨旅館業。研究過程採用內容分析法(Content Analysis)，收集4,000筆旅客於TripAdvisor網站給予40間柬埔寨旅館的網路意見，並使用質性資料分析軟體Nvivo 10 以及Microsoft Excel 2011進行資料分析。
研究結果發現服務(Service)、清潔度(Cleanliness)以及房間(Room)為旅客最感到滿意的三個服務屬性(Service Attributes)。同時本研究更深入討論跨文化旅客給予住宿評價時最常使用的評語，以分析重要的旅館服務屬性。本研究結果可提供旅館業者在強化旅館的品牌意象以及提升服務品質之策略性參考。

The main purpose of this study is to explore the essential factors that affect eWOM behavior in the Cambodian online hotel booking environment. A total of 4,000 guest reviews from 40 hotels located in Cambodia were collected from the TripAdvisor site. The extracted comments were then analyzed with the software tools Nvivo 10 and Microsoft Excel 2011. The results reveal that Service, Cleanliness, and Room are the factors of satisfaction that are most important to travelers from all regions. The results further shed light on the words cross-cultural travelers use most frequently when writing online reviews. The implications of the divergences in the abstracted themes are discussed within. The results of this study can be used to develop essential strategies for hoteliers whereby online reviews are used to create and reinforce brand images; they may also serve as a basis upon which to develop strategies for increasing service quality at the hotels.

Table of Contents
摘要 I
Abstract II
Acknowledgment III
Table of Contents IV
List of Tables VII
List of Figures VIII
CHAPTER I: INTRODUCTION 01
1.1 Cambodia at Glance 01
1.2 Number of Tourists Arrival in Cambodia 01
1.3 Tourist Travel Pattern in Cambodia. 03
1.4 Hotel Industry in Cambodia 04
1.5 Tourists’ Purposes of Visit Cambodia 05
1.6 Tourism Contributes to Cambodian GDP 06
1.7 Hotel Online Booking in Cambodia 07
1.8 Study Background 07
1.9 Problem Statement 09
1.10 Research Objectives. 09
1.11 Significance 09
1.12 Scopes of Research 09
CHAPTER II: LITERATURE REVIEW 11
2.1 Definition and Importance of eWOM 11
2.2 Importance Influences of eWOM from Consumer, Company, and Tourism and Hospitality Industry Perspective 13
2.2.1 The Impacts of eWOM from Consumer Perspective 13
2.2.2 The Impacts of eWOM from Hotel Operation Perspective 19
2.2.3 The Impact of eWOM on Hospitality and Tourism Industry Perspective 22
2.3 Current Popular Methodologies in eWOM Research 24
2.4 Current Issues of eWOM 26
2.5 Relevant Study of eWOM in Hotel Booking Behavior 28
2.6 Research Gap 29
CHAPTER III: METHODOLOGY 31
3.1 Research Framework 31
3.2 Quantitative and Qualitative Methods 32
3.3 Population and Sample 32
3.4 Data Collection 33
3.5 Data Analysis 34
CHAPTER IV: RESULTS AND DISCUSSION 36
4.1 Sample Description 36
4.2 Total Number of Cross-Cultural Traveler by Each Region 37
4.3 Traveler Companion Pattern 39
4.4 The Distribution and Variation of Online Rating Behavior 41
4.5 Traveler Length of Stay (Days) Pattern 43
4.6 Top Words and Frequency Comparing by Region 44
4.7 The Tendencies of Guests Making Comments in Different Hotel Categories 46
4.8 Word Frequency of Comparing Two Cities 48
4.9 The Guests Perceived Importance of Various Hotel Features 49
CHAPTER V: CONCLUSION 56
5.1 Conclusion 56
5.2 Managerial Implication 56
5.3 Limitations and Further Research 61
REFERENCES 63
APPENDIX 70
AUTHOR BIO-SKETCH 76

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