國際觀光旅館之品牌權益管理：以澎湖福朋喜來登酒店強化顧客知覺品質為例

Abstract

澎湖自古是東亞地區的航運要衝且擁有台灣唯一的海洋國家公園以及地質奇景、海洋生態、古蹟遺跡，可說是結合自然、文化、歷史、美食、生態保育、休閒娛樂的旅遊勝地。但國人對於澎湖觀光的知覺品質卻不高，並不會將澎湖與「高品質旅遊」、「五星級體驗」畫上等號，且旅遊淡旺季明顯、業者競爭激烈且缺乏基礎設施，使得澎湖旅遊市場面臨嚴峻挑戰。2016年3月澎湖福朋喜來登酒店於澎湖開幕，成為澎湖第一間國際連鎖品牌五星級酒店，至今仍是澎湖唯一的國際連鎖品牌五星級酒店，透過提升品質的各種管理行為提升遊客對於澎湖旅宿和觀光市場的知覺品質，不僅改變了整個澎湖觀光產業的市場結構，更帶動了當地高品質休閒娛樂市場的興起。

Penghu has long been a key shipping hub in Eastern Asia and contains Taiwan's only marine national park as well as a number of geological wonders, marine ecology environments, and ancient monuments, being a popular tourist destination that combines nature, culture, history, food, ecological conservation, and leisure. However, the perceived quality of tourism in Penghu is not high for most tourists, who do not equate Penghu with a “high-end tourist destination” or “five-star travel experience.” Additionally, the local tourism market faces severe challenges due to seasonal fluctuations, fierce competition, and lack of infrastructure. In March 2016, Four Points by Sheraton Penghu opened in Penghu, becoming the first international five-star hotel in Penghu, and currently remains the only international five-star hotel in Penghu. Four Points by Sheraton Penghu implemented a number of management measures to improve quality which enhanced the perceived quality of Penghu’s hotel and tourism market, not only completely changing Penghu’s tourism industry, but also driving a rise in local high-end leisure facilities.