社群媒體行銷為各行各業推廣品牌及導購銷售之主要通路之一。其中，尤其臉書在所有的社群媒體中最廣為所用。觀光旅遊產業運用FB作為品牌宣傳及銷售導購之現況與趨勢日漸顯著，本研究以推敲可能模式為核心理論，選定三家以網路行銷為訴求之中大型旅行社共135個有效之FB影片行銷活動亦即決策單位作為研究樣本，並就文獻歸納出與本研究相關之投入項(文字字數及影片長度)及產出項(貼文點擊次數、分享及觀看次數)。本研究透過資料包絡分析方法之CCR及BCC模式，分別找出總效率及技術效率的表現之決策單位，並且透過差額變數分析針對無效率之決策單位進行具體之改善方向及建議。另外，本研究將決策單位之內容依其屬性分類為促銷活動型、景點推薦型、酒店內容及特別活動共四類，並且透過四象限分析法找出最有效率且產出績效最高之決策單位及其屬性，作為未來社群媒體行銷活動之參考依據。本研究結果發現，投入項的文字字數與產出項的分享具有正相關。透過單因子變異數分析檢測，進行屬性之差異分析，其結果顯示特定組間具有顯著差異，分別為促銷活動型與酒店內容型間、促銷活動型與特別活動型間及景點推薦型與酒店內容型間共三組。由四象限分析法得知，高效率高產出表現標竿型之決策單位中，以促銷活動型及景點推薦型為多。
Facebook is the most popular social media and widely used in hospitality and tour-ism industry. This study aims to develop a performance evaluation on Facebook (FB) video marketing campaigns for travel agencies and select 135 FB video marketing campaigns (decision making unit, DMU) from 3 medium and large travel agencies for research data. This research applied the theory of elaboration likelihood model (ELM) and used data envelopment analysis (DEA) to select two inputs (text and video length) and three outputs(post click, share and video view)based on previous studies and litera-tures. CCR and BCC are used to assess the overall efficiency and technical efficiency respectively. Furthermore, all DMU are categorized into four types FB video marketing campaigns (promotion, tourist attraction, hotel-related video and special event/festival). The research specifies how to improve the performance for inefficient FB video mar-keting campaigns based on slack value analysis. This results indicates that text (input) and share (output) positively correlative. Also, this study used One-Way ANOVA to exam the efficiency performance in terms of efficiency score among these four catego-ries. We found the difference of categories between “promotion and hotel-related vid-eo”, “promotion and special event/festival” and “tourist attraction and hotel-related video” are significant. The performance of efficiency and customer attention of “pro-motion” and “tourist attraction” are better than that of “hotel-related video” and “special event/festival”. This research contributes in evaluating the performance of FB video marketing campaign to identify and find out the benchmarking FB video marketing campaign with more customer attention and higher efficiency for travel agencies.
