以跨個案方法探索觀光餐旅業之公共關係認知與實踐

公共關係（Public Relations），簡稱PR或公關。公關，是一種理論，也是一項技術。觀光餐旅業是一項人與人互動的事業，重視人際關係的營造與顧客體驗。公關專業化，已是當前產業在全球化競爭的環境中，必然的結果。然而，學者對於觀光餐旅業的公關實務研究，少有著墨。有鑑於此，本文作者嘗試就旅館業、餐飲業與旅行社等三個產業之業者與經理人的角度搜集資料，透過質性研究之焦點團體討論、結構性訪談與跨個案研究分析法，探索觀光餐旅業者與經理人對於公關的認知與實踐程度之差異。本研究以台灣北部、中部與南部各主要城市之餐旅產業為樣本蒐集範圍。有效樣本來自於11家旅館、19家餐廳與6家旅行社，共計35位業者與經理人受訪。

關鍵字

觀光餐旅業；公關；跨個案研究法；業者；經理人

並列摘要

Public Relations or PR, is a theory as well as a technique. Tourism and Hospitality industry is an industry involved people interaction, emphasizing in the human relations and customer experience. For the benefits of an organization, the major application of PR is to maintain good relationship with customers, public, media, company employees, government units, and etc. PR is also the center of a firm speaking to the public and dealing with crisis, and is the most important factor in leveraging corporate brand and image. The specialization of PR is inevitable under the environment of global competition for industry in general. However, related PR research has drawn little attention among tourism and hospitality researchers. Hence, it is the intention of the authors to explore the perceptions and practices of tourism and hospitality practitioners in the sectors of hotel, restaurant and travel agency. A qualitative approach with structured interview technique and cross-cases study is adapted in this research. The sample was drawn from the tourism and hospitality industry in the major cities of Taiwan. An effective sample size of 35 owners and managers from 11 hotels, 19 restaurants and 6 travel agencies were surveyed.