21 世紀汽車旅館經營關鍵成功因素之探討

A study on Critical Success Factor of 21 Century Motel

張芸綺(chang yün ch'i)

指導教授 ： 陳世良

亞洲大學/管理學院/經營管理學系碩士班/碩士(2007年)

摘要

本研究的研究目的在於瞭解現有汽車旅館的市場區隔情形，並進一步判別與比較影響現有汽車旅館經營績效的關鍵成功因素是否有所不同。因此，本研究選擇全國已立案的汽車旅館，共發出370 份問卷。而回收問卷為106 份，經和除不完整的6 份問卷後，共計有效問卷為100 份，有效問卷回收率為28 ％。
經由逐步迴歸分析結果顯示，『 高檔』 汽車旅館經營績效的高低，取決於裝漬是否非常獨特、具有話題性，讓消費者願意負高價來嘗鮮，另一方面，此種汽車旅館若能夠以較好的薪資福利來吸引優秀的旅館人才投入，將進一步提供令顧客滿意的服務；而「平價」汽車旅館的經營績效，來自於住房風格的選擇正確、加上坪數若夠大、炯頁資訊取得容易、且提供頂級衛浴、設備安全與折價春更有助於經營績效的提升。因此，本研究證實不同市場區隔的汽車旅館應將資源投入適合的關鍵成功因素，如此才能有效提升汽車旅館的經營績效。

關鍵字

汽車旅館 ； 市場區隔 ； 關鍵成功因素

並列摘要

The purpose of this research is to understand the circumstance of market segmentation of motels nowadays, and to justify and compare the key success factors of administering different types of motels. This research was conducted by owners of registered motels in Taiwan. Each of the 370 subjects was given a questionnaire to fill out. A total of 106 questionnaires was returned and then deduct 6 uncompleted ones. Out of those, 28%was valid (100 out of 370).
The result of the regression indicates that the profits of high-class motels are decided by whether the decoration is special or arousing enough to attract customers, in spite of their high price. Further more, they can provide more satisfactory service by hiring more professional employees at the cost of good packages. The profits of moderate motels are decided by whether the choice of living style is right and whether the area is large enough. Available from the internet, providing exclusive sanitary equipment, with security facilities and coupons are all key factors to expand market shares. The findings of this research prove that motels with different market segmentation should invest their resources in different key success factors, and then they can improve their performance efficiently.

並列關鍵字

Motel ； market segmentation ； key success factors

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