台灣飯店產業的社群媒體行銷研究：台北W飯店為例

Abstract

由於兩岸關係的緩和，陸客來台觀光成為台灣觀光業近年來的主要成長動力，也吸引許多新品牌加入台灣飯店市場。而同時，隨著社群網站的普及，Facebook、Instagram等知名社群媒體更是成為所有品牌的兵家必爭之地。由於現今飯店行銷，有別於過去僅是單純銷售硬體住宿，而是更進一步將飯店住宿定義為一種獨特體驗，不僅硬體設備及軟體服務，從Check-in到Check-out的每分每秒都是飯店可用來行銷其獨特體驗的素材及工具。也因此，各大飯店品牌皆在社群網站上具有一定程度的曝光量及網路聲量。 本研究以台北W飯店作為個案分析。個案於2011在台北開幕，並自2012年至今，每年均為台北地區都會型國際觀光飯店平均房價（ADR）及平均客房收益（RevPAR）冠軍，也意味著個案為台北地區經營績效最佳飯店品牌。在社群媒體經營上，個案更為台灣飯店品牌中的佼佼者，不僅在Facebook粉絲頁及Instagram官方帳號上的粉絲數皆較競爭品牌高，在互動率（Engagement Rate）的表現上，台北W飯店與世界級品牌相比更是毫不遜色。本研究透過訪談等資料蒐集方式，系統化整理出個案在Facebook、LINE@及Instagram等台灣時下使用率最高之社群媒體平台，之內容行銷策略，輔以介紹個案其他線上、線下行銷活動及公共關係之經營，目的為分析該個案之所以在社群媒體中享有高互動率之原因，並與其他競品比較其發表內容之不同以及相關優勢。

Thanks to warming of cross-strait ties, Taiwan’s tourism saw an unprecedented boom due to rapid growth of inbound Mainland Chinese tourists; this also attracted many international hotel brands to enter and/or re-evaluate the Taiwan market. Meanwhile, along with the spread of social media, Facebook and Instagram become the new battlefields for all brands to fight for their potential customers. In regards of today’s definition of hotel marketing, it is no longer just to sell a pure sleep in a guestroom like past times, but to promote a unique stay experience from check-in to check-out. Hence, many hotel brands take social media platforms as their key channels for advocate its uniqueness on. This research takes W Taipei as the case. W Taipei is opened in 2011, and it has continuously achieved the highest ADR (Average Room Rate) and RevPAR (Revenue Per Available Room) among all Taipei’s city hotels since 2012. The higher RevPAR a hotel accomplishes; the more efficient managing performance it achieves. Moreover, in terms of social media management, W Taipei’s performance is also the best among all its local competitors. Not only its fan base on both Facebook page and Instagram account are the highest in Taipei’s hotel industry, but the engagement rate is even the best-in-class in the world. This case study research aims to list out W Taipei’s social media marketing strategies on Facebook, LINE@ and Instagram systematically; accompanied by introducing its online and offline marketing activities and Public Relationship management, this case study research intends to discover the reason why W Taipei has such a high engagement on social media.