旅館業之服務行銷策略之研究：以我國國際觀光旅館業為例

本研究之主要目的在於了解我國國際觀光旅館業之服務行銷策略，並探討國際觀光旅館不同之服務行銷策略與其營運績效之影響，以及探究何種服務行銷策略使觀光旅館業之營運績效最好。本研究採用問卷調查法，共回收42份有效問卷，經整理、編碼後，進行統計分析。所採用之方法有：敘述性統計分析、因素分析、變異數分析、Scheffe多重比較、簡單相關分析。服務行銷策略因素問項經因素分析抽取三個共同因素，分別是內部行銷因素、外部行銷因素、互動行銷因素。茲將主要的研究結果臚列如下： 1.服務行銷策略構面因素對營運績效(營業額及住房率)有顯著差異存在，以互動行銷構面中員工專業能力與營業額達顯著水準，其餘假設均未獲得支持。 2.國際觀光旅館不同屬性與營運績效相關性之分析結果為(1)「規模」的不同對「住房率」與「營業額」有顯著的差異，其中旅館規模大者在「住房率」與「營業額」皆顯著地高於旅館規模小者。(2)「新舊」的不同對「營業額」有顯著的影響，其中旅館新者營業額高於舊者，而「新舊」的不同對「住房率」沒有顯著的影響。(3)「所有權」之不同對「住房率及營業額」有顯著的差異，研究結果顯示國際連鎖旅館皆高於國內連鎖、獨立旅館。 3.針對國際觀光旅館定位之不同，會影響服務行銷策略與營運績效之間的關係所得以下之結論：(1)旅館經營型態之不同，對內部行銷策略與住房率之相關性有顯著影響。(2)旅館經營型態之不同，對外部行銷策略與住房率之相關性有顯著影響。

關鍵字

服務業；服務行銷；服務行銷策略

並列摘要

There are two major purposes of this research: 1. To investigate the hotel strategies of service marketing in Taiwan. 2. To study the relationship between the hotels performance and the their strategies of service marketing. Forty-two hotels were investigated by mailed questionnaires. Three hotels of them were selected to interview with their marketing managers. The results are stated as the following: 1. The internal marketing、external marketing and interactive marketing are the three dimensions of service marketing. 2. There is only factor related to the hotel performance. This factor is the professional knowledge of employees in the interactive marketing dimension. 3. The relationship between the attributes of hotels and the performance: a. The scale of hotels is related to the business volume and the occupancy ratio. b. The age of hotels is related to the business volume. c. The ownership of hotels is related to the business volume and the occupancy ratio. 4. The effects of the hotel position on the relationship between the hotel performance and the their strategies of service marketing are as follows: a. The operation types of hotel effect the relationship between the internal marketing strategies and the occupancy ratio. b. The operation types of hotel effect the relationship between the external marketing strategies and the occupancy ratio.