近年觀光業興盛,飯店市場競爭激烈,消費者對於飯店的期望越來越高,除了良好的硬體設施,對於服務軟體的需求也相對提升,有越來越多的消費者享受的不只是旅館客房的本身,更講究整個旅館所提供的服務跟空間氛圍,許多觀光旅館業者因而開始打造自己的品牌,因為品牌代表著一個企業的綜合實力。本研究動機即在了解一間旅館的空間氛圍構成如何能緊密結合其品牌形象,來達到相互幫襯的功能。研究目的在探討國際休閒觀光旅館的品牌類型,影響休閒觀光旅館品牌形象的要素,如何藉由空間組織的建構及提升空間氛圍,建構休閒觀光旅館品牌形象。研究採用文獻分析法,蒐集相關文獻進行資料的整理與分析,以現場調查法進行實證研究,研究者親自到旅館現場體驗實證研究,以旅館所在位置、設計風格、建築外觀、空間組織如:用餐區、客房、Spa區等進行比較後,由旅館空間構成、設計特色、主題意象、品牌特徵,提出悅榕莊、悅樁、悅槤的比較結果。
The tourism industry prosper in these years, the fierce competition in the hotel market, consumers increasingly high expectations for the hotel, not only good hardware facilities ,the service demand for software need a lot of relatively raise, There are more and more consumers not only enjoy the hotel room , more attention about service throughout the hotel provided with space atmosphere, Many tourist hotel began to build their own brand, because the brand represents the overall strength of an enterprise. The motivation of this study is the atmosphere of a hotel space constitute how to closely their brand image, To achieve the mutual use the function. The objective to study international leisure hotel brand type, affect leisure hotel brand elements, How organized by Space Construction and environment improvement,Construction leisure hotel brand , The research for document analysis, the compilation of relevant data and statistical analysis, investigator personally to the hotel on-site experience、collecting information , part of hotel location、hotel design type、building exterior、dining area、room、spa area … to compared with each other the hotel spatial composition、design features、theme images、brand、to raise Banyan tree、Angsana、Cassia、comparing the results.