- 學位論文
非都市區大型飯店營運策略之個案研究
A Case Study in Operation Strategy of Large Non-Urban Hotel
摘要
台灣因地理環境特殊，擁有豐富而多樣化的人文與自然資源，發展觀光具有雄厚的潛力。飯店業是千年產業，人類自有旅行開始，就有此產業的形成。飯店業更是服務業的標竿，極具指標意義。觀光產業要發展，要永續經營，就必須要有特色，這樣才能夠吸引觀光客帶來人潮，再者，充分發揮自我優勢，在加上後續的規劃、建設及電子商務服務，開發獨具當地特色的觀光資源，不斷創新、進步，才能擁有國際競爭力，由此可見，今後觀光產業在全球經濟發展上扮演重要的角色。經營策略會隨著時間、產業生命週期變化而改變。所以企業若要建立優勢地位必須先規劃其產業的經營策略，配合有限資源時運用於企業。本研究之目的，首先即在討論企業在其生命週期之間的策略，希望藉由產業生命週期理論，以個案飯店作為個案探討對象，了解飯店在身處不同企業生命週期階段時所顯現的特性與策略，經由產業生命週期之預期，廠商便能採取適當策略加以因應，以適應外在環境的變動。 另外，如何在競爭激烈環境中，成功掌握住顧客的消費趨向，希冀提供給致力於服務管理的業者，以供實務界作為觀光旅館業者規劃經營方向之參考。問卷調查結果顯示，顧客滿意度與忠誠度之間具有高度相關，滿意度高的顧客其忠誠度也較高。
並列摘要
Taiwan due to its special geographical environment, with enrichment resources, has strong potential for tourism development. Hotel is a benchmarking services industry. Tourism industry is to develop sustainable, it must have characteristics, so as to bring the crowd to attract tourists, Furthermore, fully self-advantage, with follow-up in the planning, construction and e-commerce services, develop unique the local characteristics of tourism resources, innovation and progress in order to have international competitiveness, Hotel industry plays an important role in the economic development. Business strategy changed into business life cycle, so business must plan its strategy. The purpose of this study is the discussion between the business in its life cycle strategy, hoping the business life cycle theory, Queena Plaza Hotel as a case study object, about the hotel in the business life cycle in different stages exhibited characteristics of strategy, expected by the industry life cycle, manufacturers can adopt appropriate strategies to cope with, to adapt to changes in the external environment. How to intense competition environment, the success of customer consumption trends take hold, hoping to provide a commitment to service management industry, for practitioners as a tourist hotel industry in the direction of reference in planning operations.