現代溫泉旅館整合式行銷策略--以星野集團溫泉旅館為例

本文蒐集國內外德國、英國、日本等溫泉旅館進行研究，提出不同屬性國家文化衍生的不同經營方式，找出對國內溫泉旅館業者可經營的建議方式做出差異化，促進國際發展。文獻探討法分析溫泉旅館對於空間設計對該空間的內部功能、美感、氣氛所作出的整體塑成計畫，與業者所提供之服務越能接近顧客內心所需求、全方位的解決顧客的問題。再由文獻內容對於消費者心中如何看待商品的品牌、對品牌的評價、以及在對品牌進行評價之後所保有的喜好度。隨著時代的演進，行銷研究逐漸被學術界認為是一種輔助行銷決策的工具，其地位也日漸重要。以實地勘察法至星野集團「虹夕諾雅-谷關」與 Thermae Bath Spa-英國巴斯探討其溫泉旅館運用當地的資源去打造成的溫泉養生聖地，將建築融入自然中，以自然環境為本，創造與當地生態體系一齊運作的居住模式。藉由質性訪談法中的問卷訪談結果用數據分析去驗證星野集團溫泉飯店成為旅客最愛的住宿據點之原因。

關鍵字

溫泉旅館；服務品質；在地文化體驗

並列摘要

This article collects domestic and foreign hot spring hotels in Germany, the United Kingdom, Japan and other hot spring hotels for research, proposes different management approaches derived from the cultures of different countries, and finds out how to make different recommendations for domestic hot spring hotel operators to promote international development. An analysis of the hot spring hotel's overall shaping plan for the space's internal functions, aesthetics, and atmosphere with a literature exploration method. The closer the service provided by the operator to the needs of the customer's heart, the more comprehensive solution to the customer's problem. Then the content of the literature gives consumers an idea of the brand of the product, the evaluation of the brand, and the degree of preference they have after evaluating the brand. With the development of the times, marketing research is gradually considered by the academic circles as a tool to assist marketing decision-making, and its status is becoming increasingly important. Based on the field survey method, Hoshino Group's "Hongxinuoya-Guguan" and Thermae Bath Spa-Bath, UK explored the hot spring health sanctuary created by its hot spring hotel using local resources, integrating the building into nature, taking the natural environment as to create a living model which works together with the local ecosystem. By using the results of the questionnaire interview in the qualitative interview method to verify that the Hoshino Group Hot Spring Hotel has become a favourite accommodation base for travellers with its considerate hospitality and unique business model.