The Suitability Analysis on Hotel Star Evaluation in Taiwan

• Main Authors: Wang, Po-Hang, 王伯航
• Other Authors: Lin, Ming-Chang
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/53792711905056528065

碩士 === 亞洲大學 === 休閒與遊憩管理學系 === 103 === 【Abstract】 This study aims to analyze the suitability of the evaluation system indicators of star rated hotels as a reference approach in response to market changes in the future. In this study, we took the key indicator hierarchy structure of Taiwan hotel evaluation as the question item to draft the identification and evaluation of hotel service quality in line with international trends. This was included in the results report (Simple Version) of the Exploratory Study on the Hotel Evaluation System Constructed from the Point of View of Customers proposed by Rui-ying Hong, Guo-song Lv, and Hui-hui Lee in 2010. Before the formal questionnaires were distributed, we asked design suggestions regarding the evaluation structure from industrial, government, and academic experts as well as consumers from different standpoints, and based on which, the Likert Seven-point Scale was designed and distributed. As indicated in the results report (Simple Version) of the Exploratory Study on the Hotel Evaluation System Constructed from the Point of View of Customers proposed by Rui-ying Hong, Guo-song Lv, and Hui-hui Lee in 2010, the identification and evaluation item structure was divided into four main dimensions, namely, Service Assurance, Service Response, Service Tangibility and Service Care, with a total of 25 sub-items, in order to create a standard and excellent hotel star rating that meets the demands of all industries. In this study, we had three formal questionnaires. The following were the questionnaires for academic researchers & evaluation counselors and consumers & hoteliers respectively. There were a total of 180 copies distributed to hoteliers with 135 valid samples collected and 350 copies distributed to customers with 273 valid samples collected and 50 copies distributed to academic with 32 valid samples collected We invited experts from all industries to check the identification and evaluation items, with SPSS/Windows20.0 version as the statistical analysis tool. Regarding the four dimensions, as shown in the analysis results, Service Assurance and Service Response are the focus dimensions for all industries, which also showed the biggest difference from other accommodation-related industries. It could be summarized from the results that the industries thought that the hoteliers emphasized on quality and safety as the segmentation approach in the accommodation market, and took providing tangible, comfortable, and healthy development as the business objective. According to the results above, focusing on the dimensions that hoteliers should emphasize on, we have worked out a set of hotel quality identification and evaluation systems and standards suitable for Taiwan and in line with international standards in this study, in order to maintain the assurance of quality for tourists, with the hope of jointly creating brands of Taiwan hotels and bring the Taiwanese hotel and tourism industry to the international stage.