離島品牌飯店在地化行銷設計之研究 以金門金湖飯店為例

自2019年12月起，世紀病毒COVID-19在短短數個月內侵襲全世界，各國逐漸撤僑、禁航、封鎖或管制邊境出入，雖然台灣疫情控制得宜，但在全球化的影響下也重創台灣各產業，且對於旅行觀光及相關產業影響最大，各飯店業者無不陷入裁員、減薪甚至倒閉的命運。然天佑台灣，由於疫情並未擴散，自2020 年7月起政府推出首波的國旅補助方案，鼓勵國人出門旅遊刺激消費市場，國內旅遊反而迎來業績成長的春天，營運狀況如洗三溫暖一般忽冷忽熱，尤其是非國人主流旅遊市場的金門離島旅遊，更是湧入難得的觀光人潮。面對翻轉中的市場，飯店如何利用行銷設計好的活動以提升服務品質體驗、結合地方政府觀光策略共創旅遊亮點。本研究將先以個案分析的方式探討離島飯店經營的行銷設計理念，再以麥卡錫（Mc Carthy）提出的4P行銷理論分析方式導出實際的行銷策略，以求出離島飯店在後疫情時代能轉型發展的在地化經營。

關鍵字

離島飯店；行銷策略；服務品質體驗；觀光產業；個案分析

並列摘要

Since December 2019, the century virus COVID-19 has invaded the world in just a few months. Countries have gradually withdrawn overseas Chinese, banned navigation, blocked or controlled border access. Although the epidemic is well controlled in Taiwan, it is under the influence of globalization. Taiwan’s industries have also been hit hard, and the impact on travel and tourism greatly . All hoteliers have fallen into the fate of layoffs, salary cuts, and even bankruptcy. However，God bless Taiwan. Since the epidemic has not spread, the government has launched the first wave of subsidy programs for international travel since July 2020 to encourage Chinese people to travel abroad to stimulate the consumer market. On the contrary, domestic tourism has ushered in the spring of performance growth, and the operating conditions are like a sauna. Hot and cold, especially the outlying islands of Kinmen, which is the mainstream non-Chinese tourist market, is a rare tourist crowd. Facing the turning market, how do hotels use well-designed marketing activities to enhance service quality experience, and combine local government tourism strategies to create tourism highlights. This thesis intends to discuss the marketing design concept of outlying island hotel management through case analysis. Also，this study adopts the 4P marketing theory proposed by McCarthy to derive the appropriate marketing strategy.Finally，this research intends to find out the high-quality service experience and marketing strategy that the outlying island hotel can develop in the post-epidemic era.