國際觀光飯店經營現況與精進經營管理策略之探討---以南部某國際觀光飯店為例

飯店旅宿業起源於古代羅馬和中國的驛站，歷史悠久。初期在中國的飯店叫客棧，一般是在商隊的必經之路或經常集散的地方出現，是專門提供商隊簡單食宿的場所，商人們可以在這種場所得到休息和食物的補充。而時至今日，飯店已經發展成為提供多元化設施與服務的旅遊產業，客源也是來自各個階層，上到國家元首，下到一般民眾。飯店能迎合各個層次的客人的需求所仰賴的是這個產業的經營管理的專業性、專業能力與多領域的知識。以2016年12月前統計全球前十大國際觀光酒店集團旗下總飯店數5萬多間，總房間數612萬多間，顯示此產業與民眾有高度的密切性。本研究的目的是通過了解飯店近年來的發展與現況，在所在的經濟與區域環境背景下，分析台灣觀光統計數據、台灣旅宿業數據、個別具區域代表性的觀光飯店歷年營收數據，通過SWOT、TOWS、五力分析、STP市場分析再結合業界有豐富經驗的專業經理人所提供的建議，統合各方面資料提出飯店內部、飯店外部結合政府及五個面向(產、銷、人、發、財)之精進經營管理策略建議。研究近十年觀光數據發現來台旅客中陸客為逐年大幅增加，加上台灣內部消費信心低落，建議飯店內部行銷策略可轉為過去未被重視及缺乏配套做法的陸客客源。另外會議團體在飯店的行銷中是最容易有最大效益及營收的客源。網路行銷過去其他通路跟自身官網的比例失調，應引導客人使用官網訂房才會有更大效益。集團在舉辦跨年活動等大型活動中對飯店的營收及住房率是最明顯的，可惜活動種類及次數都寥寥無幾，飯店可結合相關行業及政府牽頭在飯店附近舉辦賽車，將對高雄對外形象、相關產業及飯店有多贏的效果。

關鍵字

國際觀光旅館；網路銷售平台；官網；工商會議團體；格蘭披治大賽車

並列摘要

The hotel travel industry originated from ancient Rome and China's post house. There were has a long history. In the early days, hotels in China were called inns, which were usually found in the roads where the caravans passed or often gathered. The station was a place to provide simple accommodation for businessmen. Business people can get rest and food supplements in this place. Today, the hotel has developed into a tourism industry that provides diversified facilities and services. The source of tourists comes from all walks of life, from the head of state to the general citizen. The professional management, professional competence and multi-disciplinary knowledge of the hotel management can cater to the needs of all guests. By December 2016, the number of total hotels in the world's top ten international tourist hotel groups was more than 50,000, with a total of 6.12 million rooms, indicating that the industry is highly close to the public. The purpose of this study is to understand the development and current situation of the hotel in recent years, and to analyze Taiwan's tourism statistics, Taiwan travel industry data, and historically representative tourist hotels' revenue data for the past years in the context of their economic and regional environment. Through SWOT, TOWS, five-force analysis, STP market analysis and the advice provided by professional managers with rich experience in the industry, the integration of various aspects of the information is proposed inside the hotel, outside the hotel, combined with the government and five aspects (production and operation management, marketing management, human resource management, research & development management, finance management) advance management strategy recommendations. In the past ten years of tourism data, the number of Chinese tourists in Taiwan has increased significantly year by year. In recent years, Taiwanese people have poor consumer confidence. It is suggested that the hotel's internal marketing strategy can be turned into a customer source that has not been valued and lacks supporting practices in the past. In addition, conference groups are the most promising source of income and revenue in hotel marketing. In the past, the proportion of other channels in the Internet marketing to its official website is out of balance, and it should be guided to make use of the official website to make more effective. In the large-scale activities such as the New Year's event, the Owner's group revenue and occupancy are higher than before. Unfortunately, these kind of activities are not often held. The hotel can combine the relevant industries and the government to lead the car racing near the hotel, which will have a positive effect on Kaohsiung's external image include related industries.