COVID-19 疫情期間產業不同競爭策略對台灣國際觀光旅館財務業績的影響

Analyzing Business Strategy Effect on the Taiwanese International Tourist Hotel Financial Performance before and during the COVID-19 Pandemic

江翌瑄(I-Hsuan Chiang)

指導教授 ： 陳江明

國立暨南國際大學/管理學院/經濟學系/碩士(2023年)

https://doi.org/10.6837/ncnu202300001

摘要

近年來，COVID-19對世界各地都帶來了很多的困境，由於疫情影響，台灣旅館業者的收入從2010年2月開始急速下降。這篇文章是在探討在不同時期之下飯店不同的經營方式，包含價格競爭、服務品質、商品的多樣性，會為飯店收入帶來什麼樣的影響。
我們比較了疫情穩定的2019年1月至2020年2月跟疫情嚴重的2020年3月至2021年12月兩個區間，研究高定價策略以及多角化策略對疫情衝擊下的旅館有負向影響，服務品質策略無論是在COVID-19 之前或是COVID-19衝擊下皆對旅館有幫助，提升服務品質是旅館業可以更加精進的途徑，除了可以提高顧客滿意度，也易於顧客回流以提升收入。

關鍵字

新冠肺炎 ； 國際觀光旅館

並列摘要

In recent years, COVID-19 has brought many difficulties to all parts of the world. Due to the impact of the epidemic, the revenue of hoteliers in Taiwan began to decline sharply from February 2010. This article is to explore the different operating methods of restaurants in different periods, including price competition, service quality, and product diversification, and what impact will it have on hotel revenue?
We compared the period from January 2019 to February 2020, when the epidemic was stable, and the period from March 2020 to December 2021, when the epidemic was severe, and studied the negative impact of high pricing strategies and diversification strategies on hotels under the impact of COVID-19 , The service quality strategy is helpful to hotels no matter before COVID-19 or under the impact of COVID-19. Improving service quality is a way for the hotel industry to be more refined. In addition to improving customer satisfaction, it is also easy for customers to return to increase revenue .

並列關鍵字

COVID-19 ； international tourist hotel

參考文獻

（一）英文部分

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