度假村經營關鍵成功因素之研究

Exploring Key Success Factors of Resort Hotel

江惠明(Hung-Ming Jiang)

指導教授 ： 吳英偉

國立高雄餐旅大學/觀光學院/旅遊管理研究所在職專班/碩士(2013年)

摘要

隨著國民所得的提高、高齡化社會的來臨、國人越來越重視休閒活動，加上政府周休二日的實施及重點發展觀光政策，也令一些企業紛紛投入休閒事業的經營。而度假村的經營有別於一般觀光飯店的經營模式，除了提供住宿餐飲外，還需要一套可依循的經營方法和方向，此即為經營成功的關鍵因素。事實上，度假村經營者期望透過關鍵因素的獲得，讓度假村在營運管理上能享有獨特的經營策略與競爭優勢。本研究則針對度假村經營之關鍵成功因素進行探討，期能藉由度假村關鍵成功因素之研究，作為度假村經營者之參考與建議。
研究結果得知休閒度假村業者目前均著重於品牌形象、經營理念、市場區隔、硬體特色及地理景觀等因素，建議業者未來應針對教育訓練、行銷管道及服務特色等部分予以強化，形成差異化以提昇企業經營之競爭優勢，達成企業永續經營的目標。

關鍵字

度假村 ； 關鍵成功因素 ； 個案研究

並列摘要

With the improvement of national income, the increasing of aging society, people in Taiwan are more and more focused on leisure activities. Plus the implementation of two-day weekend and and emphasis of developing tourism policy by government, more and more enterprises are increasing to invest in leisure resort business. Different modal from general tourist business running, the key factor to success in resort hotel business need to emphasis in a set of management methods and directions in addition to accommodation and catering. In fact, the runners of resort hotel expect to gain through key factors to help their resort in enjoying unique business strategy as well as competitive advantages.
This research intended to study the key success factors of resort management in order to providing reference and suggestions to resort runners. The findings of research have showed that resort runners are much focused on brand image, business concept, marketing segmentations, hardware characteristics, geographical landscape, and so on. In order to enhance enterprise’s competitive advantages as well as to reach the goals of long term business, suggest that resort runners need to enhance on education and training of employment, marketing channel and service characteristics to differentiate from others.

並列關鍵字

resort hotel ； key success factors ； case study

參考文獻

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