小辣猫首页,那个倒转的世界,马良神笔
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Questionnaires can help outline the general factors of hotel online brand image, while interviews can go deep and make clear the implicit problems on hotel online brand image management. These two methods complement each other, and bring out the best in each other, which is more favorable for studying customers’ perception of hotel online brand image and make the research results more practical.
7. Sampling Design
The questionnaire will be given out randomly but focusing on the age group from 18 to 65. The target groups of this study are ordinary hotel customers, who make direct contact with hotels and whose feelings have an important reference value for this study.
Methods of data collection, in addition to literature review, mainly include the questionnaire and the interview. The questionnaire is, to some extent, scientific and effective with such advantages as simplicity, convenience, and economy, but it is rather subjective. (Yin 2003) Therefore, in the specific study process, I integrate the interview with the questionnaire: the questionnaire is helpful to get a sketchy outline and the overall situation of customers’ perception on hotel online image; the interview is useful to go down to the essential and implicit part of influence of hotel online image. These two methods are complementary to each other, which eventually makes the study results more scientific.
As for the participants, I tend to select those with a certain educational background and able to accurately understand the questions in the questionnaire and in the interview; meanwhile, the selected participants shall has some understanding of hotel online brand image. Such selection criteria are instrumental in facilitating the study and excluding irrelevant factors, which eventually makes the study results more persuasive.
As far as the sample size is concerned, 300 questionnaires are averagely sent out in specific and different age groups. The subjects of the interview are also randomly chose. Interviews collect materials through face to face questions and answers between the researcher and the testees. It gets well prepared before the interview, the author develops research design and draws up the outline. The research design of the interview includes: purpose and steps of the interview, questions to be asked, the choice of interviewees. Interview is a kind of qualitative research method. It helps the author go further in knowing the real thoughts of the interviewee, and serves as a good way in collecting first hand materials for this research.
8. Data Analysis
Comparing three kinds of methodology (quantitative，qualitative and mixed) and choose quantitative to analyse data. Furthermore, data analysis will use the Importance-Performance Analysis (IPA) and KANO model that mentioned in the literature review. Data statistic analysis will use the SPSS application.
SPSS is a widely used program for statistical analysis in social science. It is also used by market researchers, health researchers, survey companies, government, education researchers, marketing organizations, data miners, and others. The original SPSS manual has been described as one of "sociology's most influential books" for allowing ordinary researchers to do their own statistical analysis. (Wellman, 1998) In addition to statistical analysis, data management and data documentation are features of the base software. In this study, SPSS17.0 is adopted as the tool of data arrangement and data analysis.
9. Limitation
The hotel online brand image exerts great on customers’ perceptions to the hotel. Because of an immense population base and a large number of Internet users all over the world, there is a huge room waiting for hotels to enhance their online brand images. This paper will make a detailed study of hotel online brand image development in recent years, draw a complete outline of the current situation of hotel online brand image management and development, and further discuss the challenges and effects on the traditional brand images made by the hotel. On this basis, this paper also will tentatively put forward proposals for the future development of hotel online brand image establishment and management, which is of the greatest significance of this study.
The limitation of this research lies in the insufficient samples interviewed to investigate the hotel online brand images. Due to this, the result reached by this research may not be complete enough. However, I will compensate this by using objective materials obtained from documentary study and the prediction of the operational strategies based on the description and analysis of the available data.
Personal information of participants is involved in social scientific research, so information should be collected and used cautiously and corresponding measures should be taken to guarantee the right of participants and raise the reliability of the research. In the collection, duplicating and using of information, relevant ethical topics should be taken into consideration, including: getting the permission of informants and surveyed organizations to carry out the research, ensuring the willingness and informed consent and the secrecy of information, etc.
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