主題遊樂園附屬旅館行銷通路與促銷策略之研究 -以花蓮遠雄悅來大飯店為例

Study of Distribution Channels and Promotion Strategies of Theme Park Hotel--An example of Farglory Hotel in Hualien, Taiwan

莊理暉(Li-Hui Chuang)

指導教授 ： 謝文欽

國立高雄餐旅大學/餐旅學院/餐旅管理研究所在職專班/碩士(2009年)

https://doi.org/10.6825/NKUHT.2009.00014

摘要

本研究主要目的在探討主題樂園附屬旅館之通路及促銷策略對於其消費者住宿意願之影響，本研究先以SWOT分析遠雄悅來大飯店的優劣勢及未來發展的利基，以做為擬定該飯店未來的發展策略之參考。再以遠雄悅來大飯店之消費者為研究對象，進行問卷調查。除了量化的問卷外，本問卷還進行質化的資料蒐集，實地訪談了飯店的經營者。在研究期間，總共發放了250份問卷，共獲得178份為有效問卷，回收率為72%，信度達72.9%，再透過SPSS 10.0版套裝軟體進行分析，採用敘述性統計、因素分析、信度分析、獨立樣本T檢定、單因子變異數分析及迴歸分析等方法來分析主題遊樂園的吸引力、通路策略及促銷策略等因素對於消費者住宿意願的影響。實證結果發現：消費者對於主題遊樂園吸引力之構面中的遊樂設施、定期安檢等問項皆感到滿意。實證結果也顯示主題遊樂園吸引力對於住宿意願有顯著性的正向影響，促銷策略對消費者住宿意願亦有顯著的正向影響，但行銷通路除訊息管道部份顯著外，交易管道對消費者住宿意願確沒有顯著關係。

關鍵字

主題遊樂園 ； 吸引力行銷通路促銷策略住宿意願

並列摘要

The objective of this study was to explored the distribution channels and the influence of promotion strategies on the volition of consumers’ lodging in the hotel attached to the theme park. SWOT analysis was used to analyze the advantages and disadvantages of the Farglory Hotel and the niche for future development. The result will serve as the references for the strategic development of the hotel. Questionnaire survey was further conducted and hotel’s consumers were invited to fill out the questionnaires. In addition to quantitative survey, the author of this study also utilized qualitative approach to interview the general manager of the hotel. There were 178 valid questionnaires and the data were analyzed by SPSS 10.0. Descriptive statistics, reliability analysis and confidence analysis were used to analyze the relationship between distribution channels, promotion strategies and the volition of customer’s lodging. The empirical study indicated that customers are satisfied with the facilities and security of the theme park. The results also revealed that the attractions of the theme park have a positive influence on respondents’ lodging decision. Moreover, it is apparent that promotions tactics have positive effects on consumers’ willingness to stay in the hotel. However, the distribution channels, transaction channels are not significantly closely related to the volition of consumers’ lodging except information channels

並列關鍵字

theme park ； attraction ； distribution channel ； promotion strategy

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