從日本入境遊客的角度探討台灣飯店業永續經營之競爭策略

Strategic Sustainable Management for the Hotel Industry in Taiwan from the Perspective of Japanese Inbound Visitors

顏旭敏(Hsu-Ming Yen)

指導教授 ： 林志鴻

淡江大學/商管學院/國際企業學系國際行銷碩士在職專班/碩士(2023年)

https://doi.org/10.6846/tku202300036

摘要

本論文建構五力分析模型結合永續發展目標為飯店業提出永續經營管 理策略。本文所探討之台灣飯店產業係以日本入境遊客為主要研究限制對 象。我們藉由日本高收入客戶所提供之優質食品、住宿和娛樂服業等，來對 日本入境遊客進行競爭策略分析。研究發現，前往日本之台灣遊客受到永續 發展的影響，對飯店業的需求提供永續經營的回饋。由於，台灣飯店業的市 場激烈競爭，來自日本的高收入遊客逐漸減少。

總體而言，本論文建議台灣的飯店經營者，能夠考慮永續發展並重組飯店管理，以便擴展在亞洲區域而不是僅於台灣地區展開競爭，以吸引更多遊客入境。

關鍵字

五力分析 ； 永續發展 ； 競爭策略

並列摘要

This thesis proposes a model of five forces combined with sustainable
development to propose sustainable strategic management for the hotel industry. We demonstrate Taiwan’s hospitality industry, limiting our research to Japanese arrival/outbound tourists. We recommend using a competitive strategy for inbound visitors from Japan by providing quality food, lodging, and entertainment services to high-income Japanese customers. Taiwanese visitors to Japan are influenced by sustainability, bringing back experiences that sustainably demand hotels. Fierce competition in Taiwan’s hotel industry has reduced high-income tourists from Japan.
Overall, we recommend that hotels in Taiwan consider sustainability and restructure hotel management to compete, not within Taiwan but in Asia, to attract more inbound travelers.

並列關鍵字

Five force model ； Sustainable development ； Competitive Strategy

參考文獻

References

Berezan, O., Raab, C., Yoo, M., Love, C., 2013. Sustainable hotel practices and nationality: The impact on guest satisfaction and guest intention to return. International Journal of Hospitality Management 34, 227-233. https://doi.org/10.1016/j.ijhm.2013.03.010

Bianco, S., Bernard, S., Singal, M., 2023. The impact of sustainability certifications on performance and competitive action in hotels. International Journal of Hospitality Management 108, 103379. https://doi.org/10.1016/j.ijhm.2022.103379

Chen, S., Huang, F.W. Lin, J.H., 2023. Green technology choices under the cap-and-trade mechanism with insurer green finance in a dragon-king environment. Energy Economics 117, 106490. https://doi.org/10.1016/j.eneco.2022.106490

Espino-Rodríguez, T.F., Taha, M.G., 2023. Supplier innovativeness in supply chain integration and sustainable performance in the hotel industry. International Journal of Hospitality Management 100, 103103. https://doi.org/10.1016/j.ijhm.2021.103103