澎湖旅館業者經營心態之探討

過去對島嶼觀光的研究，大多專注策略、服務品質或人力教育訓練等面向上，並視觀光爲主體，由外而內指導相關因素怎麼做。本研究欲主客易位，由觀光內部因素建構的生活世界爲主軸，探究觀光現象。根據學者研究，澎湖旅館業提供之服務品質不利觀光發展。而旅館業者是觀光內部因素，並屬於經濟層面重要的「利害關係人」。業者爲何選擇投入旅館經營？業者從旅館上獲得什麼樣的滿足？及業者經營心態爲何？遂成爲本研究的重點。研究爲了獲得業者深層結構的相關資訊，係採取紮根理論研究法，並依開放及理論抽樣原則，對9位澎湖業者進行深度訪談。研究結果發現，澎湖旅館業者的群體經營文化傾向「消極」、「自利」及「獨立」的特色。這些特色放進地方觀光發展的環境中，是不利「政策」、「地方經濟」及「觀光知名度」的發展。

關鍵字

經營心態；旅館業者；觀光產業；澎湖

並列摘要

The research that was about the island tour in the past mostly emphasizes on tactics, service quality or manpower education and training, etc. It regards tour as the subject, and instructed how to develop tour from outside. This research wants to inspect the tour phenomenon by considering the inside factors and the life world constructed. According to the scholars, the service quality that the hotel industry of Penghu offers is unfavorable to tourism. The hotel host is not only one of the inside factors of tourism but also the important economic 'stakeholder'. Why did he or she choose to be the manager of the hotel? What kind of satisfaction did he or she get? What's the hoteliers' management mentality？These become the focal points of this research. The purpose of this research is to obtain the deep relevant structure information of the hotel industry. This research adopts ”Ground Theory” and interviews 9 Penghu by the principle of open sample and theory, industries deeply. The research finds that the manage culture of Penghu hotel industry inclined to 'passivism', 'profit since' and 'individualism'. The characteristic put into the environment of tour development seems unfavorable to 'policy', 'local economy' and development of 'tour popularity'.