台灣連鎖平價旅館發展成功的關鍵因素之研究

Abstract

隨著國民經濟發展，政府大力推廣觀光，旅館的需求量大增，部份地區客房數有不足以應付旅客需求的狀況。另外，還有各國國籍人士與許多的大陸觀光客來台灣旅行，在這粥多僧少的狀況下，加上政府鼓勵民間投資興建例如營造業，均紛紛轉型投資，企業界嗅到商機，進而擴張事業版圖，讓自己的事業更加茁壯，因此，台灣連鎖平價旅館品牌也如雨後春筍般蓬勃發展。 本研究以國內S旅館為研究主題，探討台灣連鎖平價旅館對於政府大力推廣觀光及開放陸客來台政策所帶來的商機，本研究透過次級資料進行研究，而資料蒐集的來源包括企業公司公開資料、公司年報、公開說明書公司簡介，或是報章雜誌、網路媒體等相關資料，使其達到多重證據來源來重複驗證與探討主題進行研究，而歸納探討國內知名連鎖平價旅館如何利用核心競爭能力建立自己的品牌及核心價值、 獲利方式、核心資源、核心流程，經營之關鍵成功因素之研究。 在旅館業的市場競爭當中，業者如何找出創造旅館業價值的因素，以制定因應的策略擺脫價格競爭，成為提高競爭力的途徑，而根據Llosa（1997）所提出的Tetraclasse模式，依據服務要素不同表現結果對滿意度的影響程度將服務要素進行分類。因此，業者可以根據本身具備的資源與競爭能力，透過最佳的資源分配，提供消費者最滿意的服務，以提升消費者滿意度並結合品牌優勢利用科技數位行銷再採取多角化經營，才能確保提昇經營績效及企業的永續成長 。故不同品牌之旅館所關心的要素應該有所差異，值得在後續研究當中進一步探討。

The significant increase in demand for tourist hotels as the national economy to grow and Taiwan government to promote tourism continually, Some area even could not offer sufficient guest rooms to cope with the demand of tourist。Not to mention the launch of tourist policy for “Packaged Deal” of foreign tourists and the mainland China。In this situation, Government to encourage private investment like the construction industry and enterprise to expand business territory to tourism industry。Therefore, Taiwan chain budget hotel brands grow up like mushrooming。 This study would like to discuss the business and job opportunities for Taiwan chain budget hotel from Taiwan’s tourists policy and the thesis takes the domestic “S” hotel for research topics。Sources of data collection include companies disclose data, annual reports, prospectuses intro or magazines, online media and other related data, multiple sources of evidence to repeat the validation studies and discussion topics, To explore how the well-known chain budget hotel to build up the brands and core values、profit model、core resources、core processes and KSFs (key success factors) through hoteliers core competence 。 How hoteliers to evaluate the key factors creating the value in the hotel industry competition to divert the price competition by proper strategies。The methodology of my thesis is to evaluate service elements and the contribution to satisfaction by using the “Tetraclasse” model and to categorize attributes according to their relationship with customer satisfaction。Hoteliers can determine the best resource and capability allocation base on the result of “Tetraclasse” model to increase satisfaction or profitability, combining brand advantage, technology of digital marketing and diversification to ensure the enhance the business performance and the sustainable growth of enterprises。Key factors to different brands of hoteliers should be different and it is worthy for further exploration in the follow-up study 。