探索飯店業務，從平凡到頂尖

有鑑於在飯店業界開立的飯店業務課程頗少，而普遍的飯店行銷業務部沒有SOP手冊或是業務教戰手冊可以來告訴新進業務同仁該如何上手，只有邊做邊學來進入狀況。在學術上有相關研究壽險業以及傳統B2B產業頂尖業務的人格特質與銷售行為，但並無提及飯店產業以及成為頂尖業務的方法。因此，本研究進行訪談30家飯店的頂尖業務為受訪者，研究對象為觀光局認證的5星級飯店 & 4星級飯店的飯店業務，透過深度訪談進而歸納出從平凡到頂尖的方法。研究目的為一、了解飯店業務如何從平凡到頂尖。二、經由30位飯店頂尖業務的訪談後，歸納出成為頂尖業務的方法。三、根據研究結果的貢獻，可給予飯店業界未來培養頂尖業務人才的方向。研究結果發現在如何成為頂尖業務與如何維持頂尖業務的類別近乎是相同的，類別為人格特質、態度、專業知識、人際關係；而唯一差別為機運。在飯店頂尖業務因素為積極正向、培養敏銳度、穩定度。根據研究結果統整出研究結論與建議，額外發現出銷售技巧理論未包含的類別，故本研究在實務與學術研究方面提出建議跟貢獻。

關鍵字

平凡；行銷業務部；飯店頂尖業務；銷售技巧理論；深度訪談

並列摘要

In view of the hotel industry in the opening of the hotel business course is quite small, and the general hotel sales and marketing department doesn’t have SOP can tell the junior sales how to get started, only enter the situation by doing. There are academic studies on the life insurance industry and the traditional B2B industry's top sales, but there is no mention about the hotel industry and the hotel top sales. As a result, the study interviewed 30 hotel top sales, and the study was conducted by the Tourism Bureau's 5-star hotel & 4-star hotel sales, and the advanced method was summarized through deep interviews. The purpose of the study is to understand how the hotel sales from normal to top. Second, through the 30 hotel top sales interviews, summarized as a top sales approach. Third, according to the research results contribution, it can provide the hotel industry to train the talent. The results of the study found that the categories of top sales and how to maintain top sales are almost the same, the category is personality traits, attitudes, expertise, interpersonal relationships; and the only difference is the chance and the lucky. In the hotel top sales factors are positive, cultivate sensitivity, stability. According to the results of the study, the findings and recommendations are summarized, and the categories that are not included in the sales technique theory are found. Therefore, this study puts forward suggestions on practical and academic research.