本文主要以G酒店住房顧客為研究對象，探討G酒店往來顧客選擇線上線下預訂之考量因素。本研究採用立意抽樣之方式抽取樣本，總計發放350份問卷，回收樣本300份，扣除無效樣本34份後，有效樣本266份，有效樣本回收率為88.7%。透過敘述性統計、信度分析、T檢定與變異數分析、相關性分析、羅吉斯迴歸分析、及卡方分析，其主要研究結果如下：
1.影響G酒店顧客採用線上預訂的主要考量因素「廣泛的選擇、可靠的訂房服務、訂房流程的速度與隱私的保護程度。
2.不同性別在「最低價格」、「訂房便利性」、「折扣額度」、「訂房流程速度」的知覺重要性程度上呈顯著差異。
3.G酒店顧客年齡在45歲以下者偏好線上預訂酒店，46歲以上者則偏好線下預訂酒店。
4.月收入在3萬-未滿10萬元者偏好線上預訂酒店，未滿3萬元或10 萬元以上的受訪者則偏好線下預訂酒店。
5.大學(學院)學歷、全職工作者的的受訪者偏好線上預訂酒店。
6.度假旅遊的受訪者偏好線上預訂酒店，商務行為(會議洽公)或紀念日者則偏好線下預訂酒店。
    建議G酒店能精準選擇目標客群，強化線上線下訂房整合，並完整建構顧客關係管理數據資料庫進行精準行銷，進而提升顧客回流率與營收。

The purpose of this thesis is to analysis on the influencing factors of online verse offline hotel reservation of the G hotel customers.
     The sampling method adopted within this research is purposive sampling. Total 350 questionnaires were distributed and 300 copies returned. After removing the 34 invalid samples, there were 266 valid questionnaires remained so the effective response rate was 88.7%. Through descriptive statistics, reliability analysis, T test and one-way ANOVA, correlation analysis, Logistic regression analysis, and Chi-square analysis, the main results of the study are presented as the following:
1.The main considerations affecting G hotel customers' online bookings are "wide choice, reliable booking service, and the speed and privacy of the booking process."
2.There is a significant difference in the perceived importance of "lowest price", "convenience of booking", "discount amount", and "speed of reservation" among different sexes.
3.G hotel customers under the age of 45 prefer to book hotels online, 46 years old prefer offline booking hotels.
4.According to the questionnaire, the monthly income is between 30,000 and less than 100,000 dollars, who prefer to book hotels online, otherwise, the monthly income are less than 30,000 dollars more than 100,000 dollars, who prefer to book hotels offline.
5.Respondents with university (college) qualifications and full-time authors prefer to book hotels online.
6.Tourists prefer to book hotels online. Business activities (for conferences) or anniversaries prefer to book hotels offline.
     The suggestions for G Hotel could accurately select the target customers, strengthen the online and offline booking integration, and complete the establishment of customer relationship management data database for accurate marketing, thereby improving customer return rate and revenue.

目錄	I
表目錄	III
圖目錄	IV

第一章　緒論1
第一節　研究背景與動機1
第二節　研究目的2
第三節　研究流程2
第二章　文獻探討4
第一節　G酒店簡介及預訂業務現況4
第二節　線上及線下預訂客房影響因素6
第三章　研究方法13
第一節　研究架構13
第二節　問卷設計及衡量14
第三節　研究對象與範圍14
第四節　統計分析17
第四章 實證分析結果19
第一節 樣本結構分析19
第二節 研究變項敘述性統計與信度分析23
第三節 差異性分析23
第四節 相關分析30
第五節 酒店預訂的影響因素分析31
第六節 人口統計變項對顧客線上線下預訂偏好之關聯性分析32
第五章 研究結論與建議34
第一節 研究發現與意涵34
第二節 研究限制35
第三節 後續研究建議36
參考文獻38
附錄：正式問卷42

 
表目錄
表2-1 酒店服務行銷組合―7P的內涵9
表2-2 線上線下預訂影響因素12
表3-1線上線下訂房考量因素問項15
表4-1正式樣本特性20
表4-2受訪者酒店預訂行為統計21
表4-3受訪者線上線下酒店預訂滿意度調查統計22
表4-4 服務7P重要考量因素之敘述統計及信度23
表4-5 性別在七大酒店訂房因素知覺重要程度之差異分析24
表4-6 年齡在七大酒店訂房因素知覺重要程度之差異分析25
表4-7 月收入水準在七大酒店訂房因素知覺重要程度之差異分析26
表4-8 教育程度在七大酒店訂房因素知覺重要程度之差異分析27
表4-9 工作類別在七大酒店訂房因素知覺重要程度之差異分析28
表4-10 入住原因在七大酒店訂房因素知覺重要程度之差異分析29
表4-11 服務7P滿意度線上線下配對t檢定30
表4-12 研究變項之相關分析表30
表4-13  Hosmer與Lemeshow檢定表31
表4-14 分類預測表31
表4-15 羅吉斯迴歸分析表32
表4-16 人口統計變項對酒店預訂偏好影響的χ2分析33
 
圖目錄
圖1-1研究流程圖3
圖3-1研究架構圖13

一、中文文獻
朱玲(2008)。淺談旅遊飯店的預訂模式。商業研究，23，27-28。
江浩(2006)。飯店預訂業務應更有作為。商業研究，7，103-105。
馬麗娜(2015)。H酒店顧客線上預訂行為分析及行銷策略研究。瀋陽師範大學旅遊管理碩士學位論文。
端木海(2015)。國內消費者旅行預訂方式研究。旅遊經濟，5，101-104。
熊偉、藍文婷(2012)。基於no-show和取消預訂的酒店顧客預訂行為研究―以深圳大梅沙京基喜來登度假酒店為例。旅遊研究，4(3)，51-59。

二、英文文獻
Al-Hawari, M.A. (2013). What hooks customers into using online reservation portals: a multichannel perspective. International Journal of Electronic Customer Relationship Management, 7(1), 1-20.
Amaro, S., & Duarte, P. (2013). Online travel purchasing: A literature review. Journal of Travel& Tourism Marketing, 30(8), 755-785.
Ananth, M., DeMicco, F.J., Moreo, P.J., & Howey, R.M. (1992). Marketplace lodging needs of mature travelers. The Cornell Hotel and Restaurant Administration Quarterly, 33(4), 12-24.
Atkinson, A. (1988). Answering the eternal question: What does the customer want? The Cornell Hotel and Restaurant Administration Quarterly, 29(2),12-14.
Bai, B., Law, R., & Wen, I. (2008). The impact of website quality on customer satisfaction and purchase intentions: evidence from Chinese online visitors. International Journal of Hospitality Management, 27, 391-402.
Beldona, S., Racherla, P., & Mundhra, G.D. (2011). To buy or not to buy: Indian consumers’ choice of online versus offline channels for air travel purchase. Journal of Hospitality Marketing and Management, 20 (8), 831-854
Bogdanovych, A., Berger, H., Simoff, S., & Sierra, C. (2006). Travel agents vs. online booking: Tackling the shortcomings of nowadays online tourism portals. In M. Hitz, M. Sigala, & J. Murphy (Eds.), Information and Communication Technologies in Tourism 2006 (pp.418–428). Vienna: Springer.
Bonn, M.A., Furr, H.L., & Susskind, A.M. (1998). Using the Internet as a pleasure travel planning tool: an examination of the sociodemographic and behavioral characteristics among Internet user and nonusers. Journal of Hospitality and Tourism Research, 22, 303-317.
Chen, C. C., & Schwartz, Z. (2013). On revenue management and last-minute booking dynamics. International Journal of Contemporary Hospitality Management, 25 (1), 7-22.
Chiang, C. F. & Jang, S.C. (2007). The effects of perceived price and brand image on value and purchase intention: leisure travelers’ attitude toward online hotel booking. Journal of Hospitality & Leisure Marketing, 15 (3), 49-69.
Clow, K.E., Garretson, J.A., & Kurtz, D.L. (1995). An exploratory study into the purchase decision process used by leisure travelers in hotel selection. Journal of Hospitality & Leisure Marketing, 2(4), 53-72.
Crnojevac, I. H., Gugić, J., & Karlovčan, S. (2010). eTourism: A comparison of online and offline bookings and the importance of hotel attributes. Journal of Information and Organizational Sciences, 34(1), 41-54.
Engvall, M., Fritz, J., & Kindh, S. (2012). Offline vs. Online: Who buys where? A customer segmentation study of travel agencies. Bachelor thesis within Business Administration, Jönköping International Business School, Jönköping University.
Gao, Xianyun & Rajala, Teresia (2013). Online vs. Traditional Travel Agency: What influence travel consumers’ choices? Master thesis within Service Management Administration, Lung University, Campus Helsingborg.
Hair, J. F., Anderson, R. E., Tatham, R. L., & Black, W. C. (1998). Multivariate Date Analysis. International Edition (5th ed), N. J.: Prentice-Hall.
Kim, W. G., & Kim, D. J. (2004). Factors affecting online hotel reservation intention between online and non-online customers. International Journal of Hospitality Management, 23(4), 381-395.
Kim, G.W., Ma, X., & Kim, D.J. (2006). Determinants of Chinese hotel customers’ e-satisfaction and purchase intentions. Tourism Management, 27(5), 890-900.
Kimes, S. E. (2009). How restaurant customers view online reservations. Cornell Hospitality Report, 9(5), 6-15.
Kuan, H., Bock, G., & Vathanophas, V. (2008). Comparing the effects of website quality on customer initial purchase and continued purchase at E-commerce websites. Behavior & Information Technology, 27 (1), 3-16.
LeBlanc, G. & Nguyen, N. (1996). An examination of the factors that signal hotel image to travelers. Journal of Vacation Marketing, 3(1), 32-42.
Lee, Z. H. & Cheng, K. (2009). Predictors of customer preference for online versus offline air travel booking. Tourism Review International, 13, 183-200.
Lewis, R.C. (1985). Getting the most from marketing research [Part V]. Predicting hotel choice: The factors underlying perception. The Cornell Hotel and Restaurant Administration Quarterly, 26(3), 82-96.
Lewis, R.C. & Chambers, R.E. (1989). Marketing leadership in hospitality. Van Nostrand Reinhold, New York.
Lien, C.H., Wen, M.J., Huang, L.C., & Wu, K.L. (2015). Online hotel booking: The effects of brand image, price, trust and value on purchase intentions. Asia Pacific Management Review, 20(4), 210-218.
Marshall, A. (1993). Safety top guest's priority list; sell security as No. 1 amenity. Hotel and Motel Management, 208, 21.
Masiero, Lorenzo & Law, Rob (2016). Comparing reservation channels for hotel rooms: A behavioral perspective. Journal of Travel & Tourism Marketing, 33(1), 1-13.
McCleary, K.W., Weaver, P.A., & Hutchinson, J.C. (1993). Hotel selection factors as they relate to business travel situations. Journal of Travel Research, 32(2), 42-48.
Nunnally, J. C. (1978). Psychometric Theory. New York: Mcgraw-Hill.
Qi, S., Law, R., & Buhalis, D. (2013). Who booked five star hotels in Macau? A study of hotel guests’ online booking intention. Journal of Hospitality and Tourism Management, 20, 76-83.
Parasuraman, A., Zeithaml, V.A., & Berry, L.L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12-37.
Rivers, M.J., Toh, R.S., & Alaoui, M. (1991). Frequent-stayer programs: The demographic, behavioral, and attitudinal characteristics of hotel steady sleepers. Journal of Travel Research, 30(2), 41-45.
Saw, S.L., Goh, Y.N., & Isa, S.M. (2015). Exploring consumers’ intention toward online hotel reservations: insights from Malaysia. Problems and Perspectives in Management, 13(2), 249-257.
Sparks, B. & Browning, V. (2010). The impact of online reviews on hotel booking intentions and perception of trust. Tourism Management, 32 (6), 1310-1323.
Taninecz, G. (1990). 1990 business traveler survey. Hotel and Motel Management, 205(57), 29-32.
Toh, R. S., DeKay, C. F., & Raven, P. (2011). Travel planning searching for and booking hotels on the internet. Cornell Hospitality Quarterly, 52(4), 388-398.
Wen, I. (2012). An empirical study of an online travel purchase intention model. Journal of Travel & Tourism Marketing, 29 (1), 18-39.
Wilensky, L. & Buttle, F. (1988). A multivariate analysis of hotel benefit bundles and choice trade-offs. International Journal of Hospitality Management, 7(1), 29-41.
Wong, J. & Law, R. (2005). Analysing the intention to purchase on hotel websites: a study of travelers to Hong Kong. International Journal of Hospitality Management, 24, 311-329.
Wu, E. H., Law, R., & Jiang, B. (2013). Predicting browsers and purchasers of hotel websites a weight-of-evidence grouping approach. Cornell Hospitality Quarterly, 54(1), 38-48.

三、其他
北投麗禧酒店(2017)。關於酒店。上網日期：2017年12月1日。https://www.gvrb.com.tw/page/about
艾瑞諮詢(2016)。2016中國住宿業綠色發展白皮書。上網日期：2017年12月14日。http://report.iresearch.cn/report/201611/2678.shtml
Amadeus (2017). About GDS Distribution. Accessed: 2 December 2017. http://www.amadeus.com/web/amadeus/en_1A-corporate/Hotels/Amadeus-LinkHotel/About-GDS-Distribution/1319593371760-Page-AMAD_DetailPpal?industrySegment=1259068355773
Sharma, U. (2017). What is an Online Travel Agency OTA. Accessed: 2 December 2017.https://www.quora.com/What-is-an-online-travel-agency-OTA