- 學位論文
休閒旅館行銷策略之研究— 以南投縣魚池鄉D休閒旅館為例
A Study of Strategic Marketing of Resort Hotel— A Case Study of D Resort Hotel in Yuchih Township, Nantou County
摘要
日月潭隸屬南投縣魚池鄉，以高山湖泊、原住民文化、自然生態等觀光遊憩為特色，每年吸引超過6百萬遊客到訪。D休閒旅館於民國101年9月開始建造，雖已有外觀輪廓，因考慮諸多問題，所以館內設施內容仍不確定。為了使個案旅館規劃能更順利，並以滿足顧客為導向，本研究先收集日月潭周邊的休閒旅館相關資料與文獻，瞭解外部環境概況後，透過現場勘查及人員訪談，以瞭解主要競爭者營運概況，以及顧客對於休閒旅館的需求，再依據相關資料及訪談結果來進行問卷調查，以瞭解日月潭遊客在消費及住宿方面的需求。研究發現，D休閒旅館因客房數太少，所以無法接團客；不在環湖周邊，所以較沒有地理優勢；遊客同行人數沒這麼多，所以不會住到獨棟套房，且目前定價皆偏高。由於D休閒旅館還未有知名度，且營運制度都還尚未成熟，所以建議定價須再低一些，部分套房可採分層或分間出租。由於有些套房離櫃台較遠，一棟套房就有很多住宿客，所以建議可採管家式服務。最後，整理出個案旅館的行銷策略規劃，以供業主參考。
並列摘要
Sun Moon Lake, located in Yuchih Township, Nantou County, and featured by high mountains and lakes, aboriginal culture as well as nature ecology, attracts more than six million visits each year. D resort hotel has been constructed since September 2012. Although the whole construction has been built, due to many problems, its service and facilities are still in the air. In order to make owner plan more successful and make the planning customer-oriented, the study collected some related data and paper in the first place to probe into outer conditions. Grounded on the on-site inspection and stuff interview, we understood how the main competitors operate their hotels and what customers need in resort hotels. Then, depending on related data and the result of the stuff interview, we conducted questionnaire survey and realized that visits in Sun Moon Lake contain some demands about consuming in the hotels. The study found that D resort hotel has few guest rooms, and hence, it can’t invite travel groups. It isn’t located in lakeside; therefore, it doesn’t have geographical advantages. There are not too many people traveling together; accordingly, travelers have less intention to stay in Villas. Furthermore, the hotel’s price is on the high side at present. Since D resort hotel has not yet gained awareness, and its operating system is not yet mature, reducing the price is essential. In view of villas, it is suggested that owners can adopt separated floors or separated rooms to rent out parts of villas. Because parts of the villas are far from the front desk and at a villa stay a lot of customers, offer butler and housekeeper service are recommended. Last, arranging the Strategic Marketing Planning for owners.
參考文獻
延伸閱讀
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