經營台灣三四星級旅館關鍵成功因素之探討

Abstract

近年台灣民眾國內旅遊與外國旅客來台人次持續增長，尤其是開放大陸觀光客來台旅遊後，來台旅客人數大幅增加，已經達到千萬旅客之水平。旅遊業之成長，直接推動旅館業蓬勃發展。住宿旅館供應遽增，市場競爭者眾下，成功與國際觀光旅館品牌競逐且經營良善之三四星級旅館，其經營關鍵成功因素，為本研究探究之目標。 本研究首先以文獻資料與資源基礎理論(Resources-Based Theory; RBT)建構影響經營旅館成敗之關鍵成功因素，共7大構面與28項因素。再以層級分析法(Analytic Hierarchy Process; AHP)架構專家問卷，但由於層級分析法存在問卷填答者主觀判斷模糊不清，將導致統計分析結果偏誤之缺點，本研究改以修正式之模糊層級分析法(Fuzzy Analytic Hierarchy Process; FAHP)做為研究工具，並以經營國內三四星級旅館之高階經理人為研究對象，以期找出關鍵成功因素之權重排名。 本研究調查得知權重排名前十名依序為：人才培訓制度、優勢地理位置、區域獨特特色、品牌形象、現有員工資產、領導者人格特質、品牌知名度、市場經營創新能力、企業文化資產、數位技術掌握能力。並以此做成結論與建議，可為旅館業、相關單位決策者及後續研究參考。

Due to Taiwan’s booming tourism industry in recent years, the number of hotels has dramatically increased which has contributed to the prosperity of the lodging industry and the supplies that hotels have raised correspondingly. Mid- to up-scale hotels now compete with international hotel chain brands and have gained certain success. Therefore, the questions of this thesis are as follows: What are the key elements to successfully manage mid- to up- scale hotels in Taiwan? What can be done to sustain the competitiveness? In order to answer these questions, this study targets 25 managers of local hotels to set up the key factors and their contents. Related literature and Resources-Based Theory and Fuzzy Analytic Hierarchy Process have been adopted to build up the framework which includes 7 dimensions and 28 elements. The overall results identify the key elements and their comparative importance to each other, which is deemed helpful to managers of this practical field and future researchers.