| Summary: | 碩士 === 國立高雄應用科技大學 === 觀光與餐旅管理研究所 === 103 === In 2014, 70% of visitors to Taiwan were sight-seeing tourists. And in recent years, many tourist hotels have been developed and built along famous sight-seeing spots and sites island-wide; these hotels not only provide leisure relaxation, food & lodging accommodations and entertainments they are also designed to fit into the local cultural and theme on scenic characteristic to attract more business.The progressing of IT industry and changes on customer willingness to buy has resulted in every hotel competitors to be more emphasized on the Internet marketing in order to expand their market shares; and this is the main purpose of this study will be conducted for the tourist hotel industry survey to find passengers perception of the hotel brand, bloggers and purchase satisfaction is willing to, and understanding among different demographic variables, brand image, bloggers and purchase intention if there is significant differences, and brand image, the relationship between bloggers and the purchase intention.
The main tool of this study is the use of questionnaires, survey after investigators refer to the relevant literature, composing the "brand image, bloggers and customer willingness to buy - Take the Tourist Hotel Sampling Questionnaire". The official questionnaires distributed to seven hotels on June 1-30, 2015; 404 out of total 450 were rendered with valid and effective answers for the recovery rate of 89%
According to research results, income revenue, sex gender, ages and marriage status show no difference in the customer willingness to buy but the ages did as the occupation to the brand image. And by induction and conclusion – the blogger’s recommendation to be received more attention on customers’ pre-acceptance than the brands image of the Hotel self.
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