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  • 學位論文

以體驗價值觀點探討國際觀光旅館之服務創新

Exploring Service Innovation of International Tourist Hotels :A Perspective of Experiential Value

指導教授 : 邱文宏博士
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摘要


行政院於2009年將「觀光旅遊」列為六大新興產業之一,將300億元觀光產業發展基金推動「觀光拔尖領航方案」,讓我國成為「東亞觀光交流轉運中心」及「國際觀光重要旅遊目的地」。過去有關國際觀光旅館的相關研究,多探討服務品質、經營績效、顧客滿意度及經營模式等議題,較少探討國際觀光旅館之服務創新。故本研究以Schmitt 體驗行銷策略模組探討國際觀光旅館之服務創新內涵、類型與歷程發展。本文採單一產業個案導向之質性研究方法,針對台灣現有67家國際觀光旅館,考量具營運規模、創新能力與屬性代表等因素,篩選14家研究個案,透過次級資料蒐集、參與式觀察與深度訪談,共蒐集367件創新事件據以發展個案資料庫,並以每一創新事件為分析單元,依類型比對、解釋建構、時間序列分析、以及程序邏輯模式進行資料分析。研究發現為:一、在體驗價值觀點下進一步歸納獲得19項體驗價值創新內涵;二、創新歷程區分為「體驗萌芽期」、「科技體驗期」與「體驗延伸期」;三、創新事件以情感行銷最多,感官、關聯、行動及思考行銷依序次之;創新內涵以情感行銷「滿足感」為最多,感官行銷「美食文化」次之與情感行銷「新鮮感」排序第三;四、政府為輔導與支援角色,結合台灣資訊科技優勢進行突破式創新;五、提供思考及關聯服務創新以提升競爭力;六、南部及東部的國際觀光旅館應定位區隔與分眾行銷。

並列摘要


On Feb. 21st, 2009, the Executive Yuan of Taiwan stipulated that 「tourism」would be one of the six key emerging industries. Thus, Ministry of Transportation and Communications proposed “Project Vanguard for Excellence in Tourism” which aimed to turn Taiwan into an East Asian transportation hub and major tourist destination. Reviewing the previous researches related to international tourist hotels, there were few to investigate the development of service innovation. Thus learning of the innovation of international tourist hotels is essentially required. This study was a qualitative single-production case study which analyzed the innovation of Taiwan’s tourist industry from the perspective of experiential value and explored the evolution of its service innovation. The analysis of the innovative activities in this study produced the following conclusions:1. Schmitt’s Strategic Experiential Modules (SEMs) can be subdivided into 19 innovative traits. 2. The service innovation evolution can be divided into 3 periods: “Experiential Germinating Period”, “Tech Experience Period”, and “Experiential Extension Period”. 3. According to Schmitt’s SEMs, the innovative activities of the 14 interviewed hotels mostly belong to the “feel” type. 4. Based upon the 19 innovative traits, this study found the innovative activities mostly belong to “feel-satisfaction” type. 5. The innovative activities of northern and middle Taiwan are more than those of eastern and southern Taiwan. 6. In terms of types, the innovative activities of international commercial hotels are more than those of international tourist hotels. This study theoretically initiates the following suggestions :1. To make a balance on Schmitt’s SEMs, international tourist hotel enterprises should consider the “think” type and the “act” type in their future innovative activities in order to enhance the essence of their service innovation. 2. Government should encourage the tourist industry enterprises and assist them to promote package tours through market segmentation strategy.

參考文獻


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被引用紀錄


鄭恒星(2012)。自行車騎士對單車旅館之旅遊動機、旅遊期望、旅遊意象與滿意度關係之研究〔碩士論文,國立屏東科技大學〕。華藝線上圖書館。https://doi.org/10.6346%2fNPUST.2012.00159
陳安之(2011)。旅館業創新策略之研究─以一般旅館為例〔碩士論文,國立臺北大學〕。華藝線上圖書館。https://www.airitilibrary.com/Article/Detail?DocID=U0023-2307201116235000

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