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題 名 | 屏東縣休閒渡假飯店形象分析與定位=An Exploratory Study of the Image and Positioning of Resort Hotels in Ping-Tong Area |
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作 者 | 林宏恩; 李岳修; | 書刊名 | 運動休閒餐旅研究 |
卷 期 | 5:1 2010.03[民99.03] |
頁 次 | 頁37-56 |
分類號 | 489.2 |
關鍵詞 | 休閒渡假飯店; 形象; 定位; Resort hotel; Image; Positioning; |
語 文 | 中文(Chinese) |
中文摘要 | 本研究旨在瞭解屏東縣休閒渡假飯店之形象爲何,並將其予以定位;採自編之「屏東縣休閒渡假飯店形象定位」問卷,以立意抽樣於屏東縣墾丁街發放問卷,回收問卷扣除無效問卷後,共得441份(有效率爲88.2%);以描述性統計、單因子變異數分析、群集分析與多元尺度等統計方法分析。結果如下:填答遊客以女性、21~30歲、專科與大學畢業、學生、所得16000元以下與接受一天住宿費爲1501~3000元等變項居多;於「建築」、「設施」與「商標」三形象構面,以「夏都飯店」形象爲最佳,「服務人員」形象構面則以「凱撒飯店」爲最佳;競爭態勢則只有「凱撒飯店」與「福華飯店」形象較相似,因此只有「凱撒」與「福華」飯店形成競爭群。 |
英文摘要 | The purpose of this study was to explore the image and the positioning of resorts and hotels 'The Image of Ping-Tong resorts and Resorts Positing Questionnaire' was developed and distributed in Kendin streets in Ping Tong. A total of 441 questionnaires were collected, and the return rate was 88.2%. Descriptive statistics, One-way ANOVA, Cluster Analysis and Multidimensional Scaling were applied to analyze tourists' demographics, experiences, and the images of resorts and hotels evaluated by tourists who have stayed in a variety of hotels. The samples of this study were mainly females, 21 to 30 years old, undergraduate and college students, salary under NT16000 per month, and NT1500 to 3000 to spend per day. The results indicated that Chateau Beach Resort's image best suits the image of Construction, Facility, and Trademark. Caesar's image best suits the image of customer service; Caesar and Howard Plaza Hotel have similar competitiveness while other resort hotels' images have nothing in common. |
本系統中英文摘要資訊取自各篇刊載內容。