| Summary: | 碩士 === 國立宜蘭大學 === 人文及管理學院高階經營管理碩士在職專班 === 103 === Along with the tourism industry growth, Yilan County is a major tourist town today and tomorrow. The completion of Syueshan Tunnel improved Jiaoxi’s accessibility. Won the title of Top 10 Tourist Town in Taiwan, Jiaoxi attracted many hotels and chain stores ventured. The past study of hospitality business are mostly focused on the enterprise performance, Key Success Factor (KSF), customer satisfaction, and service quality on single-hotels and nationwide/international hotel brands, few on local franchising hotel brands. Therefore this research is mainly looking on business strategy of local chain-hotel brands via questionnaire survey, the result will be shared to local hotels as a reference for business operation in the future.
Total 200 questionnaires were issued, recovered 198 valid responses. After Independent Samples T-Test, and One-way ANOVA on the survey responses, the research concluded that location, public facility, service level, hot spring resource and accommodation quality are the key issue to excel in highly competitive market. This research also showed that travel frequency, past travel experience, consuming ability, and gender have significant deviation on hotel selection factors. Duration, accompany, age, education level, residence, and income showed partly significant in hotel selection factors.
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