隨著政府開放兩岸政策,大陸旅客來台比例逐年提升,台灣觀光產業快速的發展;而旅館業的發展不僅代表一國經濟發展的水準,更為影響國外旅客是否願意來台觀光的主要原因。本文根據Williamson(1985)企業經營之位置、品質及價格三大獨特資產主張,應用於台灣旅館業的經營實證研究,探討旅館位置、品質與訂價對顧客價值的影響,以為未來相關研究及業者實務應用的參考。 本研究採取立意問卷調查法,共計回收有效問卷346份(96.11%),經由研究結果分析發現: 1.旅館位置對顧客價值呈正向影響。 2.旅館品質對顧客價值呈正向影響。 3.旅館價格對顧客價值呈正向影響。 4.旅客選擇旅館尤其重視交通便捷、服務品質及合理訂價等因素。
According to the government opening up policy, the China tourists come to visit Taiwan rise up every year. It enhance Taiwan's tourism industry rapid growth; the development of hotel industry not only represent a country's economic, but also the main reason of influence the willingness of foreign tourists come to visit Taiwan. This study based on Williamson (1985) business location, quality and price, apply to the business of hotel industry in Taiwan. To explore the impact of the hotel location, hotel quality, product price and customer value, for the future research and industry reference. This study adopts purposive questionnaire, a total of 346 valid questionnaires (96.11%), by the study results found as follow: 1. A hotel location is positively impact to customer value. 2. A hotel quality is positively impact to customer value. 3. A hotel prices is positively impact to customer value. 4. The passengers choose particular attention to hotels with convenient transportation, service quality and reasonable pricing and other factors.