| Summary: | 碩士 === 國立高雄餐旅大學 === 餐旅管理研究所在職專班 === 101 === Recently, since the rise of Kenting sightseeing and tourism industry, loads of Hotels are built. Under the impact on the market, many small hotels are changed to group hotels. but they don’t have the numbers of rooms and the equipment of big hotel, and also the special out-look and fine service of special B&Bs. So what are the advantages of group hotel? How to plan the competitive and managerial strategy in the future? Therefore, through the survey of four group hotels satisfaction of customers, this study analysis the equipment, prize, service and convenience of “Overall satisfaction”, “Repurchase intention” and “Recommendation intention” to know different group hotels’ customer satisfaction, and the variance of different customers’ satisfaction from the personality , and also using the matrix of performance and expectation to analysis market segmentation policy and position, in the end find out the result and suggestion. The major findings are : 1). The most important effect customers satisfaction to group hotel is “Equipment”, the second are”Service” and “Convenience” , the last one is ”Prize”. 2).The different kinds of hotels’ costumers have significant variance of “Recommendation intention”.3).Customers with different characteristic have significant variance on “Diploma”, “Marriage”, “Living place”, and “Frequency of lodging”, especially the “Repurchase intention”.4).Most customers from these four group hotels are 31 to 40 years-old married man, who come from the middle of Taiwan , and they usually choose 3 to 5 thousands group room; Among the overall performance, the best hotel is Garden Hotel.
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