旅館經營策略個案研究-以日月潭力麗觀光為例

本研究聚焦於日月潭旅遊市場的關注以及對旅館業經營策略的興趣，選擇研究日月潭力麗觀光旅館作為個案研究，個案公司在日月潭是重要的旅宿業者，尤其在市場的地位及競爭情形引起我們的關注。希望透過個案研究法以訪談的方式深入研究力麗觀光的經營策略，來了解其如何應對市場挑戰，增強競爭優勢，並探討其在日月潭旅遊市場中的表現和影響力。結果顯示個案公司著重提升品牌力，創造獨特的旅遊體驗和記憶點，提高顧客忠誠度。此外，力麗觀光的多樣性飯店經營策略也為公司帶來了增加營收的多元性。同時，力麗觀光需要持續加強員工培訓，提升服務品質和客戶滿意度。內部管理和成本控制也是一個重要的方面，以確保企業的獲利能力。力麗觀光還可以加強創新產品和服務，並密切關注市場變化，以應對外部環境的變化。透過這些調整和改進，力麗觀光可以更好地應對競爭激烈的旅遊市場，提高企業的競爭力和經營效率，實現長期穩健的發展。

關鍵字

力麗觀光； SWOT分析；經營策略

並列摘要

This research focuses on the Sun Moon Lake tourism market's dynamics and its implications for hotel industry management strategies. The chosen case study subject is Lealea Garden Hotel, a prominent lodging establishment in the Sun Moon Lake area, whose market position and competitive landscape have captured our interest. Through the utilization of a case study approach, this research aims to investigate Lihpao Land's business strategies in depth, exploring how the company addresses market challenges, enhances competitive advantage, and assesses its performance and influence in the Sun Moon Lake tourism market. Results indicate that Lealea Garden Hotel, places a strong emphasis on enhancing its brand power to create unique travel experiences and memorable moments for customers, thereby fostering customer loyalty. Furthermore, the hotel's diversified business strategy has contributed to revenue growth and operational resilience. However, continuous efforts in employee training are required to elevate service quality and customer satisfaction. Effective internal management and cost control measures are also crucial to ensure the company's profitability. Additionally, Lihpao Land can further strengthen its innovation in products and services and stay attentive to market changes to adapt to the dynamic external environment. By implementing these adjustments and improvements, Lealea Garden Hotel can effectively navigate the highly competitive tourism market, elevate its competitiveness and operational efficiency, and achieve sustainable long-term development.