近年來，Facebook迅速的崛起，讓旅行業者紛紛開設Facebook粉絲專頁，有別於單向傳播之傳統網站，其具有雙向溝通之特性，可作為旅行業者強化該品牌知名度與維繫顧客關係之管道。該平台之社交、人際關係及其所聯結的複雜網絡，更進一步被視為最佳行銷之利器，因此，如何透過該平台成功的經營顧客關係與擁有忠誠的顧客，儼然成為旅行業者的重大課題。
本研究主要目的在於探索評估旅行業者Facebook粉絲專頁該具關係行銷之意涵進行研究。研究採用嚴謹的內容分析之方法，以「關係行銷導向」(RMO)之六個組成要素，針對旅行業者Facebook粉絲專頁之內容進行研究與分析。得出研究結果與歸納出研究結論旅行業者Facebook粉絲專頁具有關係行銷之意涵。本研究並推論出有助於後續實證研究相關之命題，以及提出對於旅行業的管理意涵與對未來研究的建議。
The rise of Facebook in recent years has led to travel agencies setting up their own Facebook pages, which function as a platform for promoting their services. Facebook differs from traditional websites that feature one-way communication as it has the char-acteristic of two-way communication. The operation of the platform enhances its brand awareness, as well as the relationship with the customer. Its socializing, interpersonal relationships and the complexity of the network link are regarded as the best marketing tool. Therefore, it has become increasingly important for travel agencies to know how to develop friendly relations with their customers and maintain customer loyalty through the platform.
The main purpose of the study was to explore how travel agencies use their Face-book page to maintain a relationship with their customers, and analyse how these Face-book pages relate to marketing. The study used a rigorous content analysis to research and analyze the content of the Facebook pages of travel agencies using six of the com-ponents of relationship marketing orientation (RMO). In addition, this study mentioned several views of the operation of travel agencies’ Facebook pages. The study not only inferred propositions related to empirical research, but also proposed implications for the management of the travel agencies and recommendations for future research.
