台灣溫泉旅館產業經營策略之研究─以苗栗縣泰安地區為例

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题名:	台灣溫泉旅館產業經營策略之研究─以苗栗縣泰安地區為例
作者:	吳家炬
贡献者:	觀光休閒事業管理研究所碩士在職專班
关键词:	溫泉旅館 Hot spring hotels 經營策略 Tai'an Area 泰安地區 Analytic Analysis
日期:	2009
上传时间:	2010-06-28 14:20:57 (UTC+8)
摘要:	本研究以探討台灣溫泉旅館產業之經營策略為主題，採用質性研究方法之個案研究法及立意抽樣的方式，針對六家溫泉旅館業者進行半結構式的深入訪談，並運用SWOT與PEST的分析模式進行歸納性分析。研究結果如下：一、多數業者認為溫泉法未能深入台灣溫泉產業之特性，且溫泉標章的申請手續繁瑣，認證作業似有不當之處。二、泰安地區主要聯外道路僅苗62縣道，每遇颱風、豪雨、地震均有大小不同之落石，導致遊客常不得其門而入，無法有效推展該地的觀光旅遊。三、泰安地區多數溫泉旅館的硬體設備老舊、組織系統不完備、員工的教育訓練未落實以及缺乏售後服務評估調查機制。四、業者之間協力力度不足，以致該地區至今遲未能成立協會。五、建立「促銷策略」觀念，首先要探察市場動態，確實掌控社會趨勢，作為本身研究發展的重要依據。六、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業者及政府在政策的制訂方面提出淺見。希望能提供苗栗縣泰安地區溫泉旅館業者在擬定經營策略、投資開發計畫、經營管理及行銷策略上之參考。在政府政策的制訂方面，本研究發現，該地區的溫泉旅館業者對於溫泉法在適用上無所適從。因此，也希望未來能夠提供給政府相關單位做為政策制定上的參考，期望能對提升泰安溫泉區之觀光發展有所助益。 This research probes into the present situations of management, the problems, and the managing strategies of the hot spring hotels in Taiwan. Basing on the Case Study strategy of the Qualitative Research Method, taking the method of Purposive Sampling to have the Semi-Structured interview with six entrepreneurs of the hot spring hotels in Miaoli County. This research adopts the Analytic Induction, to analyze the information, and combines SWOT and PEST to deal with the industrial competitive strategies and how the strategies are formed. The outcome of the research is the following conclusions: 1.Most of the entrepreneurs of the hot spring hotels consider that the Hot Spring Law has not penetrated the characteristic of the hot spring industry in Taiwan. Also, the application procedure is tedious, and the authentication operations seem to have some improper aspects. 2.The only main road of this area is No. 62 Provincial Road. Whenever an typhoon, a torrential rain, or an earthquake take place, the rocks of different sizes fall and causes the tourists find no way to enter. Under this kind of circumstance, it’s hard to promote the local tourism effectively. 3.The designs of its hardware have already become obsolete, and the major problem lies in the incompleteness of the organizing system of the companies. The pre-service and the in-service training are neither carried out. The lack of after-sales service assessment surveys is also the problem. 4.The entrepreneurs haven’t work in concert enough, which causes that there is no association establishing there until now. 5.Establishing “the promotion strategy”, it should firstly observe the market tendency, then controlling the social tendency indeed. Simultaneously, it is necessary to study and research on the successful and the losing factor, and take it to be the important basis for the future research and development. 6.During the time when the hot spring industries in Taiwan keep expanding unceasingly, one thing which should be worried about is the water volume of the hot spring is unable to meet the demand. According to the above research, there are some suggestions for the entrepreneurs of the hot spring hotels and the government, hoping to give the effective reference for the entrepreneurs of the hot spring hotels in the Tai'an area of Miaoli County to draw up the management strategy, the investment development plan, the operation management and the marketing strategy. As to the government policy, according to the research, the entrepreneurs of the hot spring hotels don’t know how to be suitable to use the Hot Spring Law. So, another goal of this research is to provide a reference for the government to formulating the policy, hoping to contribute the increasing of the tourism development in the Tai'an area of Miaoli County.
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