現今一般連鎖旅館體系於目前競爭激烈的市場環境下,不論價格、設備、服務品質、行銷策略、餐飲服務、地理位置方面,均要有創新及令人讚賞的表現,才能吸引旅客再度光臨,而一般連鎖旅館體系之間的競爭日益明顯,不同地區連鎖旅館需塑造鮮明的獨特性,於不同地區市場創造差異,以吸引旅客支持。本研究在整體模型構念上的研究發現,消費者認為影響再住宿意願排序為:1. 旅館行銷2. 地理位置3. 旅館價格4. 旅館服務5. 旅館餐飲服務6. 旅館設備,有趣的是旅館價格、旅館服務,並不是消費者認為影響再住宿意願最要之因素,而是旅館行銷及地理位置,這是與業者工作經驗認知中是差異較大之處。
Chain hotels today are currently facing great challenges in the highly competitive market, regardless of prices, equipments, service quality, marketing strategies, Catering Services,Location,innovation and excellent performance are also essential in order to attract tourists to return. The competitions among chain hotels have increased dramatically. Different branches of chain hotels are in need to create its own uniqueness to create variations in different geographic markets to attract tourists。This study finds out that the key operation factors affecting customers’ returning intentions of hotel chains are 1. marketing, 2. location, 3. price, 4.service quality, 5. beverage and food service, and 6. equipment – in this order. This study also finds out that, different from the traditional managers' experiences, what affets the customers’ returning intentions of hotel chains are hotel service and location instead of hotel price and service.