台灣四地區觀光旅館之策略定位：仿BCG矩陣模式的應用

Abstract

本篇研究欲了解台灣各區國際觀光旅館及一般旅館之客房與餐飲收入的動態策略定位，並觀察台灣北中南東四區域間的差別。依照行政院規定，台灣地區畫分北、中、南、東四地區，我們以Mann-Whitney U Test檢測這四個區域的餐飲收入在統計上是否有顯著差異，並用波士頓顧問公司於1970年代開發出的波士頓矩陣為原型，來衡量台灣地區觀光旅館的定位變化，及個別觀察各地區知名旅館2001年至2014年間的動態定位仿BCG矩陣的應用。研究結果顯示，北區、中區和南區的客房與餐飲收入隨時間相對成長，北部明顯住宿與餐飲並重，國際化程度也最高；南部的變化有越來越像北部的定位趨勢；中部則呈現混合狀態，無特定規則，餐飲及客房收入不如南北地區強勢；而東部仍主要以客房收入為重。此外，除國際觀光旅館外，四區的一般觀光旅館皆有國際化趨向。

This study analyzes the revenue structure of tourist hotels from different four areas in Taiwan and use a quantitative method to describe the change of the individual positioning from the last 14 years. We use the Mann-Whitney U test to exam if there are significant difference shows in the food & beverage (F&B) revenue of these four areas. Besides, we also adopt the BCG matrix, which was develop by Boston Consulting Group in 1970 s, to depict the area-based change and dynamic positioning of single famous hotels from 2001 to 2014. Empirical results show that room and F&B revenue grow with the time. The tourist hotels located in northern and southern regions equally focus on both two revenues and are also the most internationalized ones in four areas. The central region did not show any specific pattern of change. The tourist hotels in eastern region mainly rely on the room revenue. Additionally, not only the international tourist hotels but also the standard tourist hotels in four areas are getting more internationalized.