國際連鎖飯店在地文化、教育訓練與品牌權益之關聯性研究-以高雄中央公園英迪格酒店為例

由於全球觀光產業的迅速發展和全球商業交流活動熱絡，使得觀光產業在各國政府視為非常重要發展產業之一；因此吸引許多不同產業跨業投入觀光旅館。台灣的第一間國際連鎖飯店是1972年的美國國際連鎖飯店—希爾頓酒店，在台北成立［台北希爾頓飯店］，至今至少有10家以上的國際連鎖酒店集團佈局台灣的觀光市場。連鎖經營是全球化的商業經營模式的未來趨式；在台灣有百分之七十的國際觀光旅館採用連鎖化經營模式，無論是國內連鎖飯店或是加入國際連鎖飯店：國際連鎖飯店除了提供健全的管理制度、龐大的會員人數、強大的全球訂房系統等優勢外，又可讓台灣企業與國際接軌。國際連鎖飯店的管理協議，一般以委託管理(Management Agreement) 或特許加盟 (Franchise Agreement) 的合作方式經營，唯有以委託管理合作的飯店，國際連鎖飯店集團才會提供整套的員工教育訓練系統、作業流程、內控審核、品質管理及風險管理等授予飯店使用，以培訓更優質員工提供顧客安全又滿意的服務，讓全球的品牌服務精神一致。本研究將以文獻資料和次級資料（觀光局公開資訊及各訂房平台顧客評論）等數據，歸納出理論模式再以個案分析法，進行一對一訪談的初級資料之結論分析探討透過本土在地鄰里文化及員工教育訓練與國際連鎖飯店品牌權益之關聯性研究，如何讓高雄中央公園英迪格酒店，成為IHG洲際集團重新插旗高雄飯店市場，並成為高雄觀光旅館績效排名及網路平台的顧客滿意度高分的關鍵成功因素探討。

關鍵字

國際連鎖飯店；在地文化；教育訓練；品牌權益；關鍵成功因素

並列摘要

With the rapid development of the global tourismindustry and the thriving global business exchanges, the tourism sector hasbecome one of the crucial industries in the eyes of various governments.Consequently, it has attracted diverse industries to invest in the hospitalitysector and establish international chain hotels. The first international chainhotel in Taiwan was the Hilton Hotel, established in Taipei in 1972. Sincethen, there have been at least ten international hotel chains setting up theirpresence in Taiwan's tourism market. Chain operation has become the future trend of theglobalization of business management. In Taiwan, 70% of international touristhotels adopt the chain operation model, whether they are domestic chains or partof international chains. International chain hotels offer advantages such asrobust management systems, a large number of members, powerful globalreservation systems, and the opportunity for Taiwan businesses to connect withthe international market. Typically, the management agreements of internationalchain hotels involve operating through a management contract or franchiseagreement. Only through the management contract can the hotel receive acomprehensive employee education and training system, standard operatingprocedures, internal control audits, quality management, and risk managementfrom the international chain hotel group. This ensures that well-trained staffcan provide safe and satisfactory service to customers, maintaining theconsistency of the global brand service spirit. This study will use literature and secondary data(such as information from the Tourism Bureau and customer reviews on variousbooking platforms) to deduce a theoretical model. A case study approach will beutilized to analyze primary data obtained through one-on-one interviews. Thestudy will explore the correlation between local neighborhood culture andemployee education and training with the brand equity of international chainhotels. It aims to investigate how Hotel Indigo Kaohsiung Central Park, as partof the IHG Inter Continental Hotels Group, can successfully reposition itself inthe Kaohsiung hotel market and become a key factor in high performance rankingsand customer satisfaction on online platforms.