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系統識別號 U0026-0902201014573500
論文名稱(中文) 規劃者和旅館業認知影響旅館形象因素的探索性研究:應用層次分析法AHP之研究
論文名稱(英文) An Exploratory Study of Hotel Image Factors among Planners and Hoteliers: An Application of AHP
校院名稱 成功大學
系所名稱(中) 國際經營管理研究所碩士在職專班
系所名稱(英) Institute of International Management (IIMBA--Master)(on the job class)
學年度 98
學期 1
出版年 99
研究生(中文) 陳俊銘
研究生(英文) Chun-Ming Chen
學號 RA792106
學位類別 碩士
語文別 英文
論文頁數 90頁
口試委員 口試委員-陳正忠
口試委員-鄭至甫
指導教授-游漢明
中文關鍵字 功能  服務品質  創新  企業社會責任  飯店旅館  台灣  層次分析法(AHP) 
英文關鍵字 Functionality  Service Quality  Innovation  Corporate Social Responsibility  Image  Hotel  Taiwan  Analytic Hierarchy Process (AHP) 
學科別分類
中文摘要 在競爭激烈的飯店旅館業和不斷擴大的供給提供給遊客更多的選擇。 企業組織必須運用有限的資源,使自己在眾多競爭對手中脫穎而出。其中一個最有效的評估方法為: 提升客戶對飯店旅館有一致且穩定的高水準演出之卓越認知“形象”。飯店形象被認為是旅客於旅遊決定時最關鍵的影響因素。因此,許多飯店花費時間,資源和財力,在廣告行銷其飯店、產品和服務,以建立穩固和令人印象深刻的品牌形象。

本研究的目的是用AHP層次分析法找出哪些是政府觀光部門規劃者和旅館業者認為以有限資源應改採取的優先措施,其為影響飯店形象---服務品質提升之依據。用我們所知的最佳知識領域,這項研究是第一次嘗試採用層次分析法研究檢視影響一個飯店的形象的四個構面 : 功能性、服務、創新和企業社會責任。最終我們得到的研究成果是,不同型態的24位飯店高階主管,和12位政府觀光部門規劃者及觀光相關協會高階主管專家們,一致認為服務品質是最重要的,其次是功能性,再者為創新,最終乃企業社會責任。
英文摘要 In the competitive hotel industry and continuous expansion in the choice available to tourists has provide organizations with limited means of distinguishing themselves from their competitors. One of the most effective means to elevate customer perceived “image” of a hotel is by consistently offering superior performance. Hotel image is believed to play an important role on a tourist’s decision. Many hotels therefore spend time, resources and money in advertising the hotel and its products and services to create a strong and impressive brand image.
The objectives of this study are to examine what are the important criteria among planners and hoteliers evaluating hotel image and which service areas improvement should be prioritized on limited resources by using AHP method. To the best of our knowledge, this study is the first attempt to employ functionality, service quality, innovation and corporate social responsibility using the AHP method to examine influencing factors on perceived formation in a hotel image context. In doing so, 24 hotelier’s experts from different categories and 12 planners from different positions working government associations in Taiwan are participated. Based on the findings of this study, both experts pointed out that service quality is the most important criteria followed by functionality, innovation and corporate social responsibility.
論文目次 Acknowledgments I
Abstract II
Tables of contents III
List of Tables VI
List of Figures VIII
CHAPTER ONE INTRODUCTION 1
1.1 Research Background and Motivation. 1
1.2 Research Objectives. 5
1.3 Research Procedure. 6
CHAPTER TWO LITERATURE REVIEW 8
2.1 Introduction. 8
2.2 Image. 8
2.3 The Components of Hotel Image. 9
2.3.1 Functionality. 13
2.3.2 Service Quality. 14
2.3.3 Innovation. 16
2.3.4 Corporate Social Responsibility (CSR). 17
2.4 Summary. 20
CHAPTER THREE HOTEL INDUSTRY IN TAIWAN 22
3.1 Tourism Industry in Taiwan. 22
3.2 Taiwan Tourism Bureau. 25
3.3 Taiwan’s Hotel Rating System. 26
3.3.1 American Automobile Association (AAA) System. 28
3.3.2 Evaluation of Taiwan Hotels’ Service Quality. 30
3.4 Summary. 30
CHAPTER FOUR RESEARCH METHODOLOGY 32
4.1 The Sample. 32
4.2 The Research Methodology. 33
4.3 Analytic Hierarchy Process (AHP). 34
4.4 Construct Measurement. 37
4.5 Questionnaire Design. 38
4.6 Summary. 39
CHAPTER FIVE findings and discussion 40
5.1 AHP Computation. 40
5.2 Level Two Priority. 44
5.3 Level Three Priority. 47
5.3.1 Functionality. 47
5.3.2 Service Quality. 49
5.3.3 Innovation. 51
5.3.4 Corporate Social Responsibility. 52
5.4 Independent Sample t-test. 53
5.5 Summary. 54
CHAPTER SIX conclusion and implications 55
6.1 Conclusion. 55
6.2 Managerial Implications. 58
6.3 Limitation and Future Research Directions. 59
References 62
APPENDIX SUPPLEMENTAL INFORMATION 68
APPENDIX SURVEY QUESTIONNAIRES 76
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