旅館商品設計與定價之研究---以台中地區旅館為例

The Study of Hotel Products and Pricing Strategies in Taichiung

陳國安(Kuo-An Chen)

指導教授 ： 王炳富

國立高雄餐旅大學/餐旅學院/餐旅管理研究所/碩士(2005年)

摘要

研究結果顯示，消費者選擇下榻旅館時，以國際觀光旅館為第一選擇，本研究根據偏好之設施服務及定價，將受測者分群為美食主
義、工作導向、休閒享樂等三個集群。研究結果指出，旅客以國人為主，歐美旅客次之。男、女生旅客人數相當，而年齡為21~40 歲。職業以學者、電子科技業、保險業為主。
住宿動機有64％為旅遊渡假，出差洽公佔36％。而不論出差或
渡假均以國際觀光旅館為住宿第一選擇。旅客至台中地區旅館消費平日與週末的頻率相當，其中69.9％之旅客每年至台中地區旅館消費次數為2 次以下，停留天數也以兩天一夜為主。
大部份旅客認為具備期望中設施與服務的旅館住宿價格與市價
在2001~4000 元間，但是多數人所認知的市價較期望價格高約1000
元。旅客實際願意支付的住宿費用在3500 元以下佔74.5％，所選擇
之房型以標準房為主，只有4.4％會選擇豪華套房以上之房型。

關鍵字

國際觀光旅館 ； 商品屬性 ； 定價策略

並列摘要

The result of this study indicated that consumers tend to place international tourist hotels as their first choice for selecting lodging facilities. According to the result, consumers were divided into three groups: gourmet, business, and leisure, based on the prices and facilities
preferred. Tourists were consisted of domestic travelers primarily, followed by American and European. Men and women have equal parts on the tourist population. The average age was between 21 to 40 years old. The occupations of tourists surveyed were mostly education,
electronics, and insurance.
There was 64％ leisure travelers and 36％ business travelers and both placed international tourist hotels as their first choice. The amounts of tourists were equal both on weekday and weekend. Sixty-nine percent
of tourists visited less than 2 times per year, and stayed less than 2 nights per visit.
The price expected by most tourists was between 2,001 and 4,000 NT Dollars with expected facilities and services, however, market price was 1,000 NT Dollars more than expected price. There were 74.5％ tourists were willing to pay less than 3,500 NT Dollars per night for standard rooms, while there was only 4.4％ selected luxury rooms or
higher.

並列關鍵字

international tourism hotel ； product design ； pricing

參考文獻

陳桓敦，2002，「台灣地區休閒旅館遊客消費行為之研究」，世新大學觀光

Cower Press, London, UK, and Cambridge University Press, Cambridge, UK.

Getty, M. J. and K. N. Thompson, 1994, “The Relationship between Quality

Satisfaction and Recommending Behavior in Lodging Decision,”Journal of

Hospitality and Leisure Marketing, 2(3), pp.3-22