A Study on Using Blogs in Internet Marketing of B&B-─A Case of Hualien

• Main Authors: YEN CHIA CHEG, 顏嘉正
• Other Authors: Hsieh Chang Fu
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/92098413626833175690

碩士 === 國立臺灣藝術大學 === 應用媒體藝術研究所 === 97 === Web2.0 better empowers consumers and enables more cooperation in the Internet industry. It is decisive in the pattern of information sharing, communication, and transmission of messages. Deciding what shall be contemporary issues in the society is no longer a privilege of the traditional media. People share their personal diaries or express their opinions on various issues on the Internet, which does not only change the way conventional media market but also revolutionize the way the sightseeing and tourism industry markets. The information flow on blogs indicates that the blog owner carries certain “idol potential” and one of the biggest advantages of blogs is that they can help you develop promotion ambassadors. Marshall McLuhan explicitly indicated in his classic work published in 1964 that “The medium is the message.” Blogs are realization of the medium theory of McLuhan. Blogs are more and more commonly applied in all walks of life. They are no longer just personal web diaries. They are also great marketing tools. The influence is not limited to Internet users. It is a widespread trend that has reached other industries which start to emphasize the marketing power of blogs and use blogs in their advertising and marketing efforts. In this study, the blog marketing of Jeremy Wright’s (2006) and studies of many scholars’ of blog marketing are referenced and integrated in the application of blog marketing by private lodging business owners in order to understand the status and success of blog marketing in the private lodging industry. Questionnaires are used to facilitate analysis and research and the region of Hualien is the scope of our research. Results of this study show that around 60% of private lodging businesses use blogs as a tool to market their lodging facilities. In terms of their motives of using blogs, “Blogs can be a tool of advertisement for the private lodging industry” ranks the highest. In terms of the management style and features of a blog, 65% of private lodging businesses use “travel information” to feature their marketing, followed by “random expressions”, and then “pictures of private lodging (photos)”. In terms of the marketing success of blogs, significance is found with regard to the influence of private lodging businesses on “motives to publish popular articles, ” “frequency of updating content of the website,” “frequency of replies to a message,” “willingness to manage and maintain,” and “rating of the blog”, “time spent on managing the blog” because of their distinctive ways of management. Therefore, for blog marketing, the following suggestions are brought forth for private lodging businesses: 1. To clarify position of the private lodging website and blog; 2. to establish the role of the blog manager; 3. to consolidate blog marketing; 4. to continue to interact with consumers and develop a volunteer to serve as the promotion ambassador. With all of these, blog marketing is considered successful.