影響台灣地區國際觀光旅館自我定位之因素

Abstract

本論文以公司層級策略來探討影響台灣觀光旅館定位之因素。在民國87 年 到96 年期間，依據觀光局國際觀光旅館營運分析報告資料之旅館收入來源，將 旅館區分為餐飲收入導向定位或客房收入導向定位。位於花蓮或風景區之觀光旅 館對於餐飲收入占總收入比例有顯著負向關係，顯示位於此區位之觀光旅館適合 客房收入導向定位。而本國旅客對於餐飲收入占總收入比例有顯著正向關係;亞 洲旅客則是顯著負向影響，此結果可供台灣國際觀光旅館策略之制定。此外，本 論文指出成立年份較久之旅館與客房價格對於餐飲收入占總收入比例有顯著負 向影響，顯示旅客對於旅館客房價格敏感度低，歷史悠久之客房收入導向定位旅 館可提供高品質服務來提高客房價格吸引旅客。而餐廳數目對於餐飲收入占總收 入比例有顯著正向影響，因此餐飲收入導向定位旅館可藉由提供多樣化餐飲選擇 來達到正確之策略定位。

This paper analyzes the self-Positioning of international tourist hotels in Taiwan at the corporate strategy level. We use the 1998 to 2007 data retrieved from Operating Report of International Tourist Hotels, in order to separate hotels as room revenue-oriented positioning and food and beverage revenue-oriented positioning. The hotels located in Hualien and scenic areas have significantly negative effect on food and beverage revenue to total revenue ratio, meaning hotels in these area should adopt room revenue-oriented positioning. Domestic tourists have significant positive effect and Asian tourists have significant negative effect on food and beverage revenue to total revenue ratio. Moreover, the operation year and room price have significantly negative effect on food and beverage revenue to total revenue ratio, suggesting that the historic room revenue-oriented positioning hotels can improve their service quality to increase their room price. The number of restaurants has positive effect on food and beverage revenue to total revenue ratio; therefore the food and beverage revenue-oriented positioning hotel should offer diversified restaurant types for tourists.