企劃國際觀光旅館新型服務以永豐棧麗緻酒店為例

本研究採用聯合分析做為研究方法進行實證研究，希望能尋找消費最偏好的新型國際觀光旅館服務組合。第一階段利用訪談調查、意見調查與因素分析，選取台中永豐棧麗緻酒店為案例，針對曾至該酒店消費之顧客，發放220份問卷進行調查，經因素分析獲得三項企劃關鍵因素，分別為「客服的主動性」、「客服的特殊性」與「官能感受」。第二階段延續第一階段研究所得，利用創意發想、創意選擇與聯合分析法進行研究，共發放200份問卷，探討消費者偏好的水準組合，彙整出五項關鍵屬性為「多元促銷手法」、「E化服務」、「差異化服務」、「舒壓」及「旅遊便利性」。本研究並分別依「年齡」和「所得」找出各層別重視的屬性與偏好水準。以上所得可供相關業者在企劃國際觀光旅館新型服務方式之參考以創造顧客價值。

關鍵字

國際觀光旅館；商品企劃七工具；聯合分析

並列摘要

This paper employed ＂Seven Tools for New Product Planning＂ method to develop new-type services for International Tourist Hotel industry. Our research can be divided into two phases. In the first phase, through exploratory focus group study, we developed the questionnaire, and then we conducted factor positioning analysis to acquire three critical factors: ＂active service,＂＂distinctive service,＂ and ＂functional experience.＂ In the second phase, we used ideas simulation and ideas selection to find out customers’ demands, and then conducted the questionnaire investigation again. Conjoint analysis was used to find out the most desired service attributes and levels. The results showed that the most important five characteristics selected by customers in order are ＂multiple promotion programs,＂＂electronic services,＂＂pressure release,＂＂service differentiation,＂ and ＂convenience of tourism.＂ Our research findings provided useful information for International Tourist Hotel operators to plan new-type services.