墾丁大街團客型旅館顧客滿意與競爭策略之研究

由於墾丁地區近十年來的觀光產業蓬勃發展，導致墾丁地區旅館林立，在市場衝擊之下，許多中小型旅館紛紛轉型為團客型旅館。但是團客型旅館既無大型渡假旅館在客房數量及設施設備上的規模優勢，亦無特色民宿在外觀特色與管家服務上的精緻優勢，那麼團客型旅館的優勢為何？將來要如何訂定競爭或經營策略？因此，本研究透過四家團客型旅館的顧客滿意調查，分析顧客對於團客型旅館的設備、價格、服務與便利之整體滿意度、再購意願以及口碑宣傳，進而瞭解不同的團客型旅館的顧客滿意，且由個人特質得知不同的顧客在顧客滿意上的差異，並透過顧客期望與知覺績效矩陣分析進行市場區隔與定位，最終做出結論與建議。研究結果發現：（1）團客型旅館影響顧客滿意最大的是「設備」，其次是「服務」與「便利」，最小的是「價格」；（2）不同旅館別的顧客在「口碑宣傳」上有顯著的差異；（3）不同個人特質的顧客，在「學歷」、「婚姻」、「居住地區」與「住宿次數」上有顯著的差異，且在「再購意願」上差異最為顯著；（4）四家旅館的顧客以中部31~40歲已婚男性居多，通常選擇3~5千團體房，其中整體表現最為優異的是哲園會館。

關鍵字

墾丁大街；團客型旅館；顧客滿意；競爭策略；經營策略

並列摘要

Recently, since the rise of Kenting sightseeing and tourism industry, loads of Hotels are built. Under the impact on the market, many small hotels are changed to group hotels. but they don’t have the numbers of rooms and the equipment of big hotel, and also the special out-look and fine service of special B&Bs. So what are the advantages of group hotel? How to plan the competitive and managerial strategy in the future? Therefore, through the survey of four group hotels satisfaction of customers, this study analysis the equipment, prize, service and convenience of “Overall satisfaction”, “Repurchase intention” and “Recommendation intention” to know different group hotels’ customer satisfaction, and the variance of different customers’ satisfaction from the personality , and also using the matrix of performance and expectation to analysis market segmentation policy and position, in the end find out the result and suggestion. The major findings are : 1). The most important effect customers satisfaction to group hotel is “Equipment”, the second are”Service” and “Convenience” , the last one is ”Prize”. 2).The different kinds of hotels’ costumers have significant variance of “Recommendation intention”.3).Customers with different characteristic have significant variance on “Diploma”, “Marriage”, “Living place”, and “Frequency of lodging”, especially the “Repurchase intention”.4).Most customers from these four group hotels are 31 to 40 years-old married man, who come from the middle of Taiwan , and they usually choose 3 to 5 thousands group room; Among the overall performance, the best hotel is Garden Hotel.