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研究生:陳安之
研究生(外文):Chen, An-Tse
論文名稱:旅館業創新策略之研究─以一般旅館為例
論文名稱(外文):The Study of Hotels’ Innovation Strategy: A Case Study of Common Hotels
指導教授:林婷鈴林婷鈴引用關係
指導教授(外文):Lin, Ting-Ling
口試委員:石素娟許文忠
口試委員(外文):Shih, Su-ChuanHsu, Wen-Chung
口試日期:2011.06.17
學位類別:碩士
校院名稱:國立臺北大學
系所名稱:企業管理學系
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2011
畢業學年度:99
語文別:中文
論文頁數:64
中文關鍵詞:創新服務創新旅館業一般旅館
外文關鍵詞:InnovationService innovationHotel industryCommon hotel
相關次數:
  • 被引用被引用:42
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  • 評分評分:
  • 下載下載:879
  • 收藏至我的研究室書目清單書目收藏:4
創新是競爭能力的主要來源,在觀光產業中,通常需要藉由創新來獲取降低成本或提高品質的競爭能力。由於旅館產業係以提供住宿作為其核心服務,使得真正影響營運的關鍵並不在於旅館星級評鑑的等級,而是旅館業者藉由便利的實體設施及貼心的服務價值所帶給旅客的直接感受,此亦是旅客評論住宿品質高低的主要因素。

本研究採用質性多個案研究法,根據一般旅館經營模式之多樣性以及業者受訪意願分別進行篩選。以廠商訪談內容作為初級資料,次級資料則以相關網站和報章雜誌報導為主,從中探討一般旅館執行創新策略之原因、創新策略影響因素,以及如何藉由不同的創新型態來提升其服務內容與品質;此外,進一步比較不同經營類型的一般旅館,其創新策略模式之間的差異性。

經過個案分析顯示,旅館業近年來受到總體和產業環境之影響,使得競爭程度愈趨激烈,業者必須透過創新策略以凸顯其獨特性。創新策略大多受到管理者過去的背景經歷以及經營理念所主導,此外,目標客群、顧客回應、地理區域等因素,亦會使得創新型態受到加強及修正,促使業者進行相關策略之調整。研究結果呈現,一般旅館所採行之創新型態,以組織管理(經營模式、股權結構、員工獎勵創新)、服務範疇(硬體設備、氣氛營造、產品創新),還有外部溝通(目標市場、顧客關係管理、行銷創新)三大領域為主。再者,因為經營模式之差異,商務式旅館通常擁有穩定的顧客來源,因此顧客關係管理創新就顯得極為重要;觀光式旅館則必須憑藉硬體設備、產品(餐飲)及行銷創新,以激發新顧客或使舊顧客願意再次光臨。總結以上,一般旅館必須藉由創新策略以維持高度的舊顧客回流率和吸引新顧客前來,以提升旅館住房率並將企業價值達到最大化。

Owing to intense competition in the hotel industry, every hotel needs to have unique characteristics to attract travelers and compete with other enterprises. This study uses the qualitative multiple-case studies as a research method to investigate Common Hotel’s innovation strategy. The topics we discussing including why do Common Hotels need to implement innovation strategies; what factors affect innovation strategies for Common Hotels and how do Common Hotels execute different innovation behaviors?

The study concluded that macro and micro environmental changes force Common Hotel’s to make adaptive transformations. Management’s education and work experience affect the development and direction of innovation strategies. Innovation strategies are also influenced by target customers, client responses, and geographic locations. Innovations focus on internal organization management (business model, ownership structure, and employee rewards innovation), service scope (hardware equipment, atmosphere, and product innovation), and external communications (target market, customer relationship management, and marketing innovation). Hotels with different business models will also have different innovation strategies. Business hotels will put the emphasis on customer relationship management; tourist hotels will stress hardware facilities, product, and marketing innovation. The goal of innovation is to maintain a high customer retention rate, attract new clients, raise the occupancy rate, and maximize business value.

謝辭 I
國立臺北大學九十九學年度第二學期 碩士學位論文提要 II
ABSTRACT III
目錄 IV
圖次 V
表次 VI
第一章 緒 論 1
第一節 研究背景與動機 1
第二節 研究問題與目的 3
第三節 章節架構 3
第二章 文獻探討 5
第一節 服務與服務業 5
第二節 服務創新 10
第三節 旅館業相關文獻 17
第三章 研究方法 23
第一節 觀念性研究架構 23
第二節 研究設計 25
第三節 研究流程、個案選取及資料蒐集 30
第四章 個案分析 35
第一節 個案公司簡介 35
第二節 個案公司創新影響因素與創新型態分析 36
第三節 個案公司比較分析 47
第五章 結論與建議 53
第一節 研究結論 53
第二節 研究貢獻與管理意涵 56
第三節 研究限制與建議 57
參考文獻 58
附錄一:訪談問卷-A1商務旅館/A2國際飯店 1
附錄二:訪談問卷-B溫泉會館 1
附錄三:訪談問卷-C大飯店 1

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三、網路部分
交通部觀光局(2011) ,旅館業相關統計,交通部觀光局行政資訊網。(上網日期:2011-04-28)http://admin.taiwan.net.tw/statistics/travel.aspx?no=205
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