觀光旅館及大型餐飲婚宴市場現況及未來發展之趨勢

The Exploratory Study of current and Future Development of Wedding Banquets' Market in Tourism Hotels and Large Food and Beverage Corporations

許順旺(Shun-Wang Hsu)

《餐旅暨家政學刊》 4卷3期 (2007/09) Pp. 243-267

https://doi.org/10.6572/JHHE.4(3).2

摘要

本研究旨在探討觀光旅館及大型餐飲婚宴市場目前的整體經營狀況，並藉此來推估未來的發展趨勢；期望透過本研究的探討與分析，對未來餐飲業者在規劃婚宴市場時有所助益。此研究採用質化研究方法，以深度訪談的方式進行，總計訪談四家觀光旅館及大型餐飲業的宴會廳訂席主管。研究者針對受訪對象深入訪談後，再將個案的各項結論加以歸納分析。研究結果發現，受訪個案一致認爲「口碑」是最有效的婚宴行銷方式，而婚宴契約條列化的擬定，則有助於婚宴業者在全面晶質(TQM)的經營策略下，有效的透過眼見爲憑的方式，縮短消費者與婚宴業者的認知差距、提高顧客滿意度，並進而達到降低成本與正面提升消費品質的目的。另外，研究發現經由產品差異化的延伸，可使婚宴產品朝個性化、精緻化發展。研究者並經由深入訪談發現，台灣地區未來婚宴市場的發展，將以鄰近國家日本的結婚模式與型態爲主要學習和模仿的對象。

關鍵字

觀光旅館 ； 宴會廳 ； 婚宴包裝組合 ； 行銷企劃

並列摘要

This research aims to explore the current state of wedding banquet business in Tourism Hotels and large Food and Beverage (F&B) Corporations, and to understand the future development of banquet market. Through this research, it is to propose some helpful advises to the banquet operators for banquet planning. Qualitative methodology is adopted throughout this research. We conducted in-depth interviews with banquet managers of four Tourism Hotels and large F&B Corporations, and the interview data was analyzed and generalized into different case reports. We find that all the interviewers consider ＜||＞buss marketing＜||＞ (i.e., world of month marketing) as the most efficient marketing tool for wedding banquets. Also, we find that a banquet contract is contributive to the implement of Total Quality Management (TQM) in banquet services. With the contract, the gap between customers and banquet operators can be reduced because of the ideas of ＜||＞to see is to believe.＜||＞ Increase of customer satisfaction, decrease of operation costs and improvement of service quality can also therefore be anticipated. Besides, this research discovers that by differentiating banquet products, banquet service can be more personalized and sophisticated. Through the in-depth interviews, we also find that in the future, the banquet market in Taiwan will learn and imitate the Japanese style of banquet services, copying the wedding ceremony and banquet types of this nearby country.

並列關鍵字

tourism hotels ； banquet ； wedding package ； marketing strategies