台灣溫泉旅館事業相關法制及經營關鍵成功因素之研究

Abstract

隨著國人生活水準提高以及休閒風氣日盛，台灣溫泉蘊藏量豐富，擁有冷泉、熱泉、濁泉及海底溫泉等深具潛能之溫泉資源，具有相當完整之溫泉型態，而現代旅館為適應時代變化及競爭激烈之環境，逐漸由過去單純提供旅客食宿、休息，更加入休閒、養生與健康之概念。由於溫泉具有許多效益，符合現代人對健康、養生之需求，溫泉旅遊已經建立兼顧健康及休閒之形象，此外，因溫泉區多位於山谷溪壑中，住宿於溫泉旅館可同時享受溫泉與大自然景色，達到健康效益、身心紓解之目的，成為頗受歡迎之旅遊選擇。 本研究之動機在於深入瞭解溫泉旅館如何創造其競爭優勢，原已成立之溫泉旅館事業，如何去規劃經營以提升其競爭優勢，在業者競爭投注資金投資之際，擬新設之溫泉旅館事業，在大量投入財力物力前，如何去明確規劃未來經營方向，降低投資風險。以往有關旅館管理之文獻，大多將重點放在服務品質，關鍵性成功因素之研究較不多，因此，如何尋找關鍵成功因素，進而強化與應用，使其成為永續經營之競爭優勢，實為溫泉旅館經營上之重要課題。 本研究針對溫泉旅館關鍵成功因素為主題，蒐集探討相關文獻資料，並訪問專家，進行深入訪談，歸納經營溫泉旅館關鍵成功因素包括確定市場定位、擴大通路、善用網路行銷、注重消費者服務、品牌建立等五大關鍵成功因素。此外，影響溫泉旅館經營甚鉅之溫泉法，於2003年7月2日溫泉法制定公布，並自2005年7月1日施行，台灣自此有管理溫泉之法源依據。而溫泉法於立法時給予業者七年罰則緩衝期於2010年7月1日屆至，但相關溫泉標章至今僅有20家業者取得，於全國數百家溫泉業者中，取得比率不到一成，溫泉旅館業業者如何在法令規範下持續創造經營效益，此厥為重要之課題，本論文亦一併論及。

Taiwan is full of all kinds of springs - cold springs, hot springs, mud springs and seabed hot springs. There is a great reserve to be tapped. Since the living standard in Taiwan has become higher and the Taiwanese have spent more time in leisure activities, many hotels are adapting themselves to the changes in this competitive hotel industry. In the past, hotels were only about providing food and accommodation. Nowadays, quality leisure and Yang-Sheng (preserving one's health) are newly added concepts in hotel management. Given the fact that springs provide many benefits, which perfectly suit peoples demand for health and Yang-Sheng, a spa has the image of relaxing someone and enhancing his or her health. Moreover, since springs are to be found in the mountain areas, staying in a spa hotel gives one the chance to enjoy the springs and nature, and to relax his or her body and mind. Therefore, spa hotels have become a very popular choice when it comes to choosing a place for leisure This research is to try to understand what a spa hotel should do to create a competitive edge. How should an existing spa hotel be managed to increase its edge. Before an owner invests a large amount in a new spa hotel, how should he or she map out the business plan in order to reduce any risk. Most of the literature on hotel management focuses on the quality of service, and not so much on the key successful factors. Therefore, it has become a very important topic for the management of a spa hotel to search for the key successful factors, to reinforce and apply them, and to make sure these factors ensure the competitive edge for the continuity of the business. In order to find out the key successful factors for the management of a spa hotel, this research gathers relevant research literature, and conducts in-depth interviews with a few experts. The research summaries the following five key successful factors: market positioning, expansion access, the use of Internet marketing, the focus on customer service, and establishing the brand. The research also pays attention to the impact of the Hot Spring Act, which was announced on 2 July 2003, came into effect on 1 July 2005 and is the legal basis in terms of regulating the spa hotel industry. When the act became valid, spa hotel owners were given 7 years to make sure that they abide by this new law. However, the deadline of 1 July 2011 is approaching, and so far only 20 spa hotels have received the Hot Spring Certificate. There are hundreds of spa hotels in Taiwan, but less than 10 % of the hotels are certified. How the spa hotels should continue their business profits within the legal boundary is another important topic covered in this thesis.