頂級消費之顧客分析與滿意度研究
－以日月潭頂級飯店為例

觀光旅遊市場的蓬勃發展，帶動旅館業的質量提升，也使旅遊住宿消費金額逐年增加。因此，消費者對於服務的需求，也相對提高，而促進更多服務面向的創新。如果能對頂級消費的族群與相關條件有更多討論與研究，驅使核心因素更具體明確，則對於旅館營運模式能有更精準的思考與策略。本研究擬以同一地區的涵碧樓、日月行館、雲品溫泉酒店進行探討頂級消費之旅館條件與滿意度，以及如何建立顧客對旅館的情感來維繫滿意度。同時，各別分析三家旅館在國際性旅遊評論平台的貓途鷹，在近期100則體驗後的消費者評論。察覺頂級旅館不一定是服務取向優先，有可能是受到環境景觀的吸引，但更有可能是綜合性條件，才能促成頂級消費的意願產生。希望這些研究能有助於觀光旅館產業，將企業資源鎖定在最重要的核心要件，做最有效益的運用，以達營運最佳化。

關鍵字

頂級消費；貓途鷹；情感聯繫

並列摘要

The more the tourism market is blossoming, the more the high quality services are required in hospitality business. Also, the total amount of the consumption in the field is increasing higher and higher every year. Therefore, how to improve the top class services qualities are the most valuable competitive strength for the hotel business proprietor. They have to make the precise operation strategy and new business model to acquire the more higher and firm status in the tourism industry. The research is focusing on the hotel conditions and consumer satisfaction of the three luxury hotels in the moon sun lake, Nantou. The Lalu Sun Moon Lake, The Wen Wan Resort Sun Moon Lake and Fleur de Chine Hotel Sun Moon Lake. According to the analysis of the late 100 consumer reviews on Tripadvisor, the American online travel company that operates a website and mobile app with user-generated content and etc. We found that the ultimate services are not the only reason attractive to the top tier consumers. Their concerned are complexity by diverse requirements. It is hoped that the research can help the tourist hotel industry, lock corporate resources in the most important core elements, and make the most effective use to optimize operations.