| 摘要: | 選址是一般企業與土地管理者所熱衷討論的課題，對於土地使用的規範與企業經營方向具實質影響，為了解旅館區域特性與空間分布，本研究以修正式德爾菲法與層級分析法，分析旅館業者、公部門人員、專家學者對旅館選址指標及優先次序，選出四大構面與九項評估準則及二十九項次準則。在選址準則中，專家的重要排序為對外交通、產業未來、對內交通、觀光吸引力、成本開銷、交通便利、政策因素、土地成本、旅遊資源；不同屬性的旅館重要排序為交通便利、商圈型態、旅遊資源、土地成本、發展趨勢、交通可及性、政策因素。歸納以上研究結果，認為區位條件、人口分布、法令因素、產業環境、環境資源及交通條件，對旅館選址具有影響力，尤其以區位條件與法令因素，與專家問卷研究呈現一致性。此外，國際觀光旅館選址在交通條件上，所考量是否鄰近火車站、高速公路、鐵路、機場及服務業集中之區域；在法令因素部分，政府的補助與獎勵措施成功吸引旅館投資者的加入，尤其在2010至2018年，旅館家數呈現高幅度的成長；但後期則因旅館業淡旺季及高租金與人事成本的影響下，即將面臨市場的汰換與轉型之考驗。對於旅館選址，本研究提出四項建議：(1)旅館業可結合區域優勢，利用當地特殊的自然、人文、景觀優勢，創造旅館的獨特性；(2)重新定義國際觀光旅館，順應世界潮流，適時修改旅館法令，對非法業者應加以取締，保障合法業者經營；(3)爭取國際賽事或藉由大型國際會議的舉辦，增加旅館產業的競爭力，善用行銷與宣傳並結合當地的節慶活動，可吸引國際觀光旅客來訪；(4)加強旅館安全性，除了基本的治安與交通安全，面對突發事件時應有標準的工作規範及作業流程，強化旅館的專業形象。最後，研究成果可提供相關單位之參考應用，使國際觀光旅館朝向永續經營的方向邁進。
The hotel industry and regional development have formed a spatial clustering. The siting of successful hotel is an important basis for investment consideration by enterprise and land administrator. The planning and usage of land are the key conditions affecting whether the industry is sustainable. This study applied Modified Delphi Method and Analytic Hierarchy Process to analyze the indexes and priority of hoteliers, public officers, experts and scholars on siting of hotel. There were 4 aspects, 9 evaluation criteria and 29 sub-criteria selected. From the overall evaluation of experts, the external transportation network, industrial development in the future, internal transportation network, sightseeing attraction, expenditure, convenience of public transport, policy factors, land cost, and tourism resources are the priority for consideration. For the evaluation of hotel with different attributes, the convenience of public transport, type of business district, tourism resources, land cost, development trend, transportation accessibility, and policy factors are priority for consideration. In this study, the study holds that location conditions. population distribution, legal factors, industrial environment, resources , and transportation factors, have an influence on hotel site selection, especially with location conditions and legal factors having the greatest influence, Consistent research results of the expert questionnaire. The relevant research has proven that international tourist hotels of our country are concentrated in service-oriented cities. The consideration of siting includes adjacent to railway stations, high speed railway, and airports. The hotel industry policy and the corresponding incentive measures have increased the willingness of hoteliers for investment. However, the high homogeneity of business model,the low and peak seasons of tourist industry, high rent and personnel cost make the hotel industry difficult to survive. In addition to the elimination through competition in the market, a large number of tourist hotels have quitted the business.According to the results, four suggestions were proposed.1. The development of hotel industry could combine with regional advantages. By taking advantages of local nature, humanities and environment, it could attract tourists and increase the accommodation opportunities. 2. The definition of international tourist hotel could be re-defined by modifying the relevant regulations and measures. The basic rights of the legal hoteliers should be protected while the illegal hoteliers should be strictly banned. 3. By fighting for international competitions or holding large-scale conferences, it could combine with local festivals to increase the willingness of international tourists to visit. This could effectively improve the positive image of the international tourist hotel of our country. 4. The safety should be improved. In addition to the basic public security and traffic safety, the contingency measures of the hotel industry for breaking out of the large-scale infectious diseases and the safety of the travel environment should be improved. this could increase the willingness of tourists to visit and improve the professional image of the hotels. the findings of the study provide to suggest applicable management strategies for international tourist hotels sustainability. |
