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題名 | 苗栗縣泰安地區溫泉旅遊經營策略之研究=A Research on the Managing Strategy of the Hot Spring Hotel Industry in Miaoli Tai'an Area, Taiwan |
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作者 | 吳家炬; 李朝盛; 戚令宜; 張鉯崴; 孫建寧; Wu, Jia-jiu; Lee, Chao-sen; Chi, Ling-yi; Chang, Yi-wei; Sun, Chieh-nin; |
期刊 | 休閒產業管理學刊 |
出版日期 | 20120400 |
卷期 | 5:1 2012.04[民101.04] |
頁次 | 頁40-64 |
分類號 | 992.6 |
語文 | chi |
關鍵詞 | 溫泉旅館; 溫泉標章; 經營策略; Hot spring hotel; Hot spring mark; Management strategy; |
中文摘要 | 本研究以探討台灣溫泉旅館之經營策略為主題,採用質性研究方法之個案研究法及立意抽樣的方式,針對六家溫泉旅館進行半結構式的深入訪談,並運用SWOT的分析模式進行歸納性分析。研究結果如下:1.多數業者認為溫泉法未能深入台灣溫泉旅館之特性,且溫泉標章的申請手續繁瑣,認證作業似有不當之處。2.泰安地區主要聯外道路僅有苗62縣道,每遇颱風、豪雨、地震等均造成大小不同之落石,導致遊客常不得其門而入,無法有效推展該地的觀光旅遊。3.泰安地區多數溫泉旅館的硬體設備老舊、員工的教育訓練未落實以及缺乏售後服務評估調查機制。4.該地區至今遲未能成立協會,協助當地溫泉事業發展。5.缺乏行銷觀念,無法確實掌握市場動態發展。6.在台灣溫泉產業不斷擴張的同時,溫泉水量不足供應所需,形成在發展溫泉觀光時的一項隱憂。基於上述研究發現,本研究針對苗栗縣泰安地區溫泉旅館及政府在政策的制定方面提出淺見。希望能提供苗栗縣泰安地區溫泉旅館在擬定經營策略、投資開發計畫、經營管理及行銷策略上之參考依據。 |
英文摘要 | This research probes into the present situations of management, the problems, and the managing strategies of the hot spring hotels in Taiwan. Combined with the qualitative research and SWOT analysis methods, the sampling is constructed on the semi-structured interview with six owners of the hot spring hotels in Miaoli County. The results of the study are showed as following: (1) Most of the owners of the hot spring hotels perceive that the Hot Spring Law is not feasible for the business development, for example, the application procedure is much tedious, and the authentication operations seem to have some improper aspects; (2) Only one No.62 main road connection with hot spring area which really constraints on the business development in case of the earthquake or severe weather happened; (3) Most of hot spring hotels lack of the investment on new construction, employees training / education and marketing research; (4) There is no member association to assist hot spring business development in local area; (5) Need more marketing strategies to enhance the hot spring business development; (6) The expanding on the business without rational control which may diminish the hot spring resource in local area. Finally, concrete suggests are proposed for both local hot spring hotels and government based on the results of this research. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。