| Summary: | 碩士 === 國立彰化師範大學 === 會計學系 === 106 === Today, thanks to upgrade of economy that leads to rising income, Taiwanese citizens are encouraged to seek for higher living standards. As a consequence, hospitality and travel industries began to introduce various services in order to take advantage of growing demands in Taiwan. This research is going to discover the factors that influence the usage and selection of hotel reservation methods.
The objective of this research is to examine the relationships among individual motivation, consumer’s brand recognition, and selection of reservation method. Analysis from this research can support hotel managements to allocate resources on their marketing strategies.
The main research methodology applied is survey with convenience sampling method. There are 515 valid surveys returned and collected. From the analysis of this research, brand familiarity, recognition value, and brand equity have significant relationships with selection of hotel reservation method.
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