| Summary: | 碩士 === 中華大學 === 科技管理學系碩士班 === 98 === According to the results of “2009 Survey of Travel by R.O.C Citizens” by Tourism Bureau, 93.4% citizens had domestic travels in 2009, higher than 92.5% of 2008. The average number of trips per person during the year 2009 was 4.85, an increase of 0.04 trips from 4.81 in 2008. The report of “Related Indices of the Inbound Visitors in Taiwan” shows that the number of inbound visitors with sightseeing purpose is 2,298,334 persons; the annual rate of growth was 29.47%. The total annual amount in visitor expenditures in tourism is US$6,816 million; the annual rate of growth was 14.82%. Average length of stay for all domestic travelers and inbound visitors are 1.49 nights and 7.17 nights. Moreover, in July 2008, the government opened the gates to Mainland Chinese tourists, and since then, 970,000 visitors from China came to Taiwan, 600,000 of which came in tourist groups. After some tourism promotions took place in 2009, the number of inbound visitors to Taiwan is increased. Most of over-night tourists stayed in “hotels” as their accommodation in Taiwan. The huge demand of accommodation is increased in the meantime.
Most of the previous researches are focus on the “tourist hotel” subject. A relative to its high cost of capital and complicated application process, standard hotel is low threshold of its management. For this reason the quality of the standard hotel is uneven. Therefore, the studies of quality assessment of standard hotel become important issue of hotel industry. The purpose of this study is to set up the complete quality rating system for standard hotel. In addition to this, the study is developed a new K-IPA model to analysis service quality of customer perception. Consequently, it will improve its performance of standard hotel.
In this study, we used literature review method to collect the indicators of quality rating system of hotel industry. We categorize 38 indicators from those literatures. We invited 12 experts to survey these indicators to make sure they are validity. After that we used these indicators to develop a structured questionnaire for consumers. The results of these questionnaires are analyzed by K-IPA model to improve the service quality of standard hotel.
The results of K-IPA analysis show that “low consumption amount (T7), the diversity of facilities (T10), service personnel’s ability of immediately to resolve consumer problem (RES3) and the services provided are confirming customer expectations (RES4) “are the first priority to improve their quality service of standard hotel. Furthermore, “low consumption amount (T7) and the diversity of facilities (T10)” are “attractive quality (A)” of standard hotel and belong to the “immediate improvement; Concentrate here, (C)” area by the K-IPA analysis. The standard hotel could use these two dimensions to make a differential strategy to segment the market.
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