菲律賓某區域性飯店之危機後振興策略：混合方法個案研究

Abstract

本論文採用混合方法個案研究，針對菲律賓Kalibo一家家族經營區域性飯店飯店，進行策略性診斷並提出振興策略，旨在解決此飯店在COVID-19疫情後持續低迷的業績，此一趨勢與該國整體旅遊業的復甦形成鮮明對比。本研究在整合了深度訪談、競爭性標竿分析、線上評論的內容分析，以及財務報表分析，點出主要的挑戰來自結構性的外部威脅–由於Caticlan機場的擴建，削弱了Kalibo原本作為重要旅遊轉運門戶的功能。而在內部因素面，研究亦發現此飯店受到老舊基礎設施、薄弱的網路品牌能見度，以及過度依賴單一收入來源（客房收入）等的限制。本研究總結，此飯店的振興方案需要策略性地從疲弱的轉運旅遊市場轉向。因此，本研究擬定的整合性振興策略聚焦在鎖定以穩定的商務旅客市場及掌握持續增長的商務休閒趨勢作為目標客群，並藉由利用飯店既有的核心優勢——優質的客戶服務、寬敞的場地、大型活動執行經驗—來打造新的策略。論文中詳列對行銷組合策略（4P)、財務規劃與成本管理，以及營運治理計畫的細部建議，以確保飯店的 企業對企業合作關係、收入多元化，和持續性的盈利能力。

This mixed-method case study conducts a strategic examination and revitalization plan for a family-owned regional hotel in Kalibo, Philippines. The study addresses the hotel’s sustained underperformance following the COVID-19 pandemic, a trend that contrasts sharply with the nation's broader tourism recovery. Utilizing in-depth interviews with hotel guests, competitive benchmarking, content analysis of online reviews, and financial report analysis, this research identifies the primary obstacle as a structural external threat – the expansion of Caticlan Airport has fundamentally eroded Kalibo's function as a necessary tourist stopover gateway. Internally, the hotel is constrained by aging infrastructure, weak digital visibility, and an overreliance on a single room income stream. This study concludes that the hotel’s viable route to recovery requires strategically pivoting away from the declining transient tourist market. The proposed integrated revitalization strategy focuses on targeting the stable business travel segment and the growing bleisure trends. This strategy is detailed through a comprehensive marketing mix (4Ps), a clear financial planning and cost management, and an operational governance plan, leveraging the hotel’s core established assets—strong customer service, spacious venues, large-event execution experience — to secure B2B partnerships, revenue diversification, and sustainable profitability.