| Summary: | 碩士 === 開南大學 === 企業與創業管理學系 === 96 === Kotler: “We believe that information revolution and internet space will essentiality change the environment of marketing and it will make the manufacture’s fortune reshuffle in the traditional value process”. Hotel and Taiwan tourism, commercial behaviors are inseparable. However, in the 21st information explode period, how to orientate the requirement of internet market to acquire potential customers is the most important issue in enterprise nowadays. Because of internet developed vibrant, internet market grows up continuously, and it produces many business opportunity and profit. That is why internet marketing becomes the enterprise to consider one of an important issue. The study use the marketing mix as analysis framework by McCarthy and Philip Kotler, besides, use ANP (Analytic Network Process) and expert questionnaires. This is aimed at hotel industries, experts and official behalf to process analysis dividedly, and to probe hotel industries through the internet what factors will affect the selectivity, furthermore, analysis the factors and ranking the factors. Via ANP methodology not only can understanding its factors’ weight value clear but also could be a basis of formulation hotel internet marketing strategy in the future. This study found the factors that hotel industries, experts and official behalf emphasized are discrepancy, and the construct ranking almost the same important in the three field in the sampling, in the factors ranking that the fifth important are public relationship-enterprise image, people-professional, product-rationality product, promotion-discount and rebate, promotion-internet advertisement.
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