| Summary: | 碩士 === 高雄餐旅學院 === 餐旅管理研究所在職專班 === 98 === Chain hotels today are currently facing great challenges in the highly competitive market, regardless of prices, equipments, service quality, marketing strategies, Catering Services，Location，innovation and excellent performance are also essential in order to attract tourists to return. The competitions among chain hotels have increased dramatically. Different branches of chain hotels are in need to create its own uniqueness to create variations in different geographic markets to attract tourists。This study finds out that the key operation factors affecting customers’ returning intentions of hotel chains are 1. marketing, 2. location, 3. price, 4.service quality, 5. beverage and food service, and 6. equipment – in this order. This study also finds out that, different from the traditional managers'' experiences, what affets the customers’ returning intentions of hotel chains are hotel service and location instead of hotel price and service.
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