全球旅遊市場不斷成長，而且隨著資訊科技與電子商務的發展也帶動了觀光旅遊產業的興起，國內外觀光旅遊客會依據網路上的眾多資訊加強其旅遊意願。飯店業者在浩瀚網際網路上利用資訊科技開創有效的行銷通路，並迎合多變的使用者習慣與吸引消費者意圖，網站是用來傳遞訊息與行銷產品及服務的最佳工具，更是全球化經營的利器。尤其，若飯店的經濟規模龐大至全世界都有服務據點並各具其特色時，而飯店如何透過網站提供給來自全世界的旅客一致的資訊及服務，並如何以網站設計、社群行銷及行動服務的觀念去創造和顧客之間互動性與效益，以期能帶給業者營運契機及創造連鎖集團飯店的競爭優勢。本研究引用學者(Baloglu & Pekcan，2006)提出的互動性、導覽性、行銷性和功能性作為評估的四種屬性之外，另結合四篇研究之網站分類項目，將構面設計為互動性、導覽性、行銷性、服務性、功能性、線上處理以及創新性七類屬性進行內容分析。再以文獻探討與網站內容分析的初步結果設計問卷，對業界專家訪談，探討國、內外連鎖飯店網站的功能建置分析，並以網站建置功能、社群經營及行動服務的差異。本研究提出三項結論：(1)集團網站與飯店網站所提供的功能項目及訴求為(2)集團網站與飯店網站的建置效益 (3)社群媒體及行動服務的應用效益。研究貢獻為提出增強飯店網站服務效益之設計趨勢建議：(1)飯店網站效益發展結構 (2)社群媒體及行動服務的應用。期望飯店網站可增進客房、餐廳及館內服務的預訂率，發揮飯店網站提升業務成長且突破時間及空間侷限的服務效益及市場範圍。本研究提供全球飯店業者，於未來架構網站設計時，更能符合顧客需求，透過網路介面之溝通創造更多E世代商機。;As the global travel market continues to grow, the development of information technology and e-commerce has led to the rise of the tourism industry. Hotel business owners have utilized the Internet to effectively expand marketing channels and customize the information and services for users with varied habitsin an attempt to influence consumer intentions. Also, the Web site is a global management tool. For the international hotel group who owns hotels around the world, how well the Web site provide the consistent nformation and services for worldwide travelers and interactwith worldwidecustomers determines the business opportunities and creates competitive advantages. Therefore, this research aims to study the website designs of global and domestic chain hotels in an attempt to understand how hotels create interactivity and maximize marketing performance through website design and themobile service and social media concept. Based on Baloglu & Pekcan(2006), this study proposed interactivity, navigation, marketing service, functionality, innovativeness, and online processing to the seven dimensions of property assessments in the content analysis. The results of literature review and website content analysiswere then used to design the questionnaire for the interviews targeting domestic and international chained hotel websites’ functions, social media and mobile service concepts, process of development, and overall effect. This research proposes three conclusions： (1) characteristics in the functions of domestic and international chain hotel websites;(2) website functions that affect hotel operations and consumers’ intention to buy and the effects (3) the effectiveness of social media and mobile service. This research contributes the following suggestions for (1) development structure of effective hotel websites (2) social media and mobile service application in hotel website. Through this research, we expect to increase the booking rates of hotels and maximize sales growth and market share through services on the Web withoutlimitations of time and space. Also, bring the hotel owners new ideas for developing their Web site in future.
