國內溫泉旅館經營關鍵成功因素之探究

The Study of Key Success Factors for the Management of Local Hot-Spring Hotel

吳柏青(Po-Ching Wu)

指導教授 ： 王居卿 ； 羅惠瓊

淡江大學/管理學院/管理科學研究所企業經營碩士在職專班/碩士(2006年)

https://doi.org/10.6846/TKU.2006.00850

摘要

近年來台灣興起一股泡湯風，興建或改裝的溫泉旅館較之以往溫泉旅館有著不同的功能與樣貌。由於新的設施、設備及服務品質的提昇及養生概念與多元餐飲文化的提倡等，使得現代的溫泉旅館，不但結合了住宿、餐飲，更加入休閒、養生與健康的概念，異於以往老式的溫泉旅館，而有其特色並形成一新興的「休閒產業」。該產業也在業者競爭投注資金投資之際，使得競爭趨於激烈，風險相對提高，故而在經營上如何找出本身之核心資源，進而加以培育、強化與應用，使成為永續經營之競爭優勢，實為溫泉旅館經營上之重要課題。本研究以核心資源理論為基礎，尋找個案溫泉旅館之經營關鍵成功因素，用以瞭解其競爭優勢如何產生。
本研究是一種探索性的研究，使用個案研究法針對四家北投、烏來地區的溫泉旅館業者進行深入訪談，再輔以次級資料及相關的文獻探討，尋找出溫泉旅館的關鍵成功因素及競爭優勢來源。
經由個案分析整理與比較，得到以下結論:
1.建築物與設施、設備、組織之業務運作能力及服務品質為溫泉旅館之主要關鍵成功因素，而溫泉旅館的規劃設計及初始投入的資金之額度自有比例為最主要之經營成功關鍵因素。
2.不同溫泉旅館有著不同的內容與內涵的核心資源，在其營運過程 中所扮演的角色與重要性亦不同，也組成不同的經營關鍵成功因素。
3.不同的溫泉旅館雖有相同的關鍵成功因素但由其建構過程觀察得知其實質內涵是不同的。
4.關鍵成功因素的數目多的溫泉旅館，不代表就較具競爭力。擁有關鍵成功因素，只代表具有潛在的競爭優勢，經營者必須能找出其核心資源，不斷地因應環境變化加以培育，強化與運用，才能具永續經營之競爭優勢。
關鍵字：溫泉旅館、關鍵成功因素、核心資源。

關鍵字

溫泉旅館 ； 關鍵成功因素 ； 核心資源

並列摘要

Hot spring is getting more and more popular nowadays in Taiwan. The remodeled or newly built hot-spring hotels have different functions and new look because of new facilities, multi-functional and up-graded services and the promotion of healthy diet, made the “new fashion” of the hot-spring hotels. Different from the old-fashioned hot-spring hotels, the newly-built hotels have become a rising leisure industry.
The more investment of the capitals made into this business, the more competitive it becomes. The risks also rise. The key issue in successful management is to find out the core resources of the very business as to cultivate, strengthen and put them into practice, which are important factors to prevail in the competitive business. The study is based on the core resources approach and looks into individual cases to find the factors and main reasons of success, to further understand the cases of their competitive advantages.
This research theory is based on studying and interviewing the individual cases, field observation and investigation. The cases are four hot spring hotels located in Pei-Tou and Ou-Lei area. Through the further study and literature research to look for the key success factors and competitive advances of the hot spring hotels.
The conclusions of key success factors for the management of local hot –spring hotel are as follows:
1.The key success factors of running the hot spring hotel are building,facilities, marketing ability and service quality. The main key success factors of all are the design and planning for the building and the initial
capital investment.
2. Different hot spring hotels have different core resources and they comprise different key success factors .
3. Even different hot spring hotels have the same success factors, through the observation, the procedure and content are different.
4. The competitiveness of the hot spring hotels does not follow the numbers of their key success factors. Owning key success factors only means the hotel got the potential competitive advantage. The manager must find out the core resources, so as to adjust, improve and develop
them through the environmental changes, which makes the long term competitive advantages in the hot-spring hotel business.

並列關鍵字

hot spring hotels ； key success factors ； core resources

參考文獻

王居卿(2003)，「台灣生技醫藥健康產業推動電子市集的關鍵成功因素研

究」，電子商務研究，第一卷，第一期，頁41-66。

何郁如 湯秋玲(1989)，「墾丁國家公園住宿現況之研究」，戶外遊憩研究，第二卷，第一期，頁51-26。

施志宜(1995)，「餐飲經營管理成功因素之研究-以西式速食業為實証」，第一屆餐飲管理學術研討會論文集，頁149-181。

吳乾正(2001)，「農園的民宿經營」，農業經營管理會訊，第27卷，頁10-11。