當台灣沒有外國旅客新冠疫情下台灣飯店做甚麼

2019年12月新冠病毒於中國武漢發生第一例，隨即席捲全世界。而台灣於2020年1月21日第一起新冠病毒患者確診後，陸續因為世界各地不斷增加的病例，中華民國政府於3月19日宣布禁止外國人入境台灣後，在入出境都停止之時，台灣的觀光產業進入了前所未有的寒冬，而飯店業則首當其衝面臨無客人可以服務的窘境。當面臨這樣的疫情時，台灣的飯店在做甚麼能做甚麼，在疫情的衝擊下是否能安然度過呢？因此本研究針對台灣全省29家旅館已多個案分析法進行研究，採用訪談及問卷的方式，問卷內容以5P為架構，探詢飯店業者的所在地及在疫情期間所做的各項產品、包裝、價格、促銷為何，進而分析在進行這些項目後，是否可以讓飯店在疫情期間能持續運營等待曙光出現。並以各飯店成功經驗及市場狀況，提出在疫情期間可以進行那些工作來解決營運的問題。本研究認為，綜合以上各飯店的結果，並以市場現況分析，可以讓台灣飯店業者得到相關營運的參考，並進而可藉由研究結果來調整飯店營運方針，而能更快的在疫情中找到方向，才能度過風暴。

關鍵字

新型冠狀病毒肺炎；台灣飯店；防疫旅館；行銷5P

並列摘要

In December 2019, the first case of the COVID-19 occurred in Wuhan, China, and it immediately swept the world. After the first confirmed diagnosis of a COVID-19 patient in Taiwan on January 21, 2020, due to the increasing number of cases around the world, the Republic of China government announced on March 19 that foreigners were prohibited from entering Taiwan. When arrivals and departures were stopped, Taiwan's tourism industry has entered an unprecedented winter, and the hotel industry is the first to face the dilemma of no guests can serve. When faced with such an epidemic, what can restaurants in Taiwan do and can they survive the impact of the epidemic? Therefore, this research has conducted multiple case analysis methods for 29 hotels in Taiwan province, using interviews and questionnaires. The content of the questionnaire is based on the 5P structure to inquire about the location of the hotel industry and various products, packaging, promotion and price made during the epidemic. After the implementa-tion of these projects, we will analyze whether the hotel can continue to operate during the epidemic and wait for the dawn to appear. And based on the successful experience of various hotels and market conditions, it is suggested that what can be done during the epidemic to solve operational problems. This study believes that combining the results of the above hotels and analyzing the current market conditions can enable Taiwanese hotel operators to obtain relevant operating references, and then use the research results to adjust hotel operating policies, and to find out in the epidemic faster direction to survive the storm.