觀光飯店客製化服務行銷策略之研究 －以綠舞國際觀光飯店為例

Abstract

近年來，出於週休二日的實施以及交通便利性，國人國內旅遊的次數與國外來台的旅客數皆明顯上升，使得國內觀光業的整體發展越趨蓬勃。於此，因應旅遊需求所興建的飯店、民宿等，更帶動觀光業快速成長，亦使旅宿業的競爭更加激烈，而如何在這龍爭虎鬥的市場中生存，成為旅宿業的首要課題。許多研究指出客製化服務能提升消費者體驗、服務品質感受、消費滿意度與再購意願，最終帶來企業獲利，在以人為本的旅宿業更是如此，光是提供制式住宿服務已然無法滿足當今的消費者，故提供客製化服務乃是當今旅宿業者發展的重點之一。 台灣觀光產業中提供客製化服務的業者寥寥可數，本研究利用個案分析法，針對綠舞國際觀光飯店進行深入的研究，探討其如何善用客製化服務策略創造差異化，使其在旅宿業的紅海市場中脫穎而出，穩定獲利與永續經營。同時，本研究亦從宏觀的角度，為綠舞國際觀光飯店的發展策略提出建議，藉以提升其長期經營的競爭優勢。

Transportation conveniences, and the implementation of two-day weekends have provided more opportunities and demand for domestic tourism in Taiwan. In addition, the number of foreign tourists traveling to Taiwan has increased significantly. The domestic tourism has thus grown vigorously. As a result, the competition in the hospitality industry has been more and more fierce. Therefore, how to differentiate and survive in such highly competitive market is a critical issue for practitioners. Although many past studies have pointed out that customized services are positively related to customer experiences and service evaluation which ultimately generate profits for firms, there are only a few companies providing customized services in Taiwan’s hotel industry. Thus, this research conducted a case study of Dancewoods Hotel and Resort to explore its service customization strategies and its influences on corporate sustainability. Results, implications and future research directions are also discussed.