休閒旅館行銷策略規劃──以南投縣魚池鄉D休閒旅館為例

A Study of Strategic Marketing of Resort Hotel： A Case Study of D Resort Hotel in Yuchih Township, Nantou County

日月潭以高山湖泊、原住民文化、自然生態等觀光遊憩為特色，每年吸引超過6百萬遊客到訪。日月潭旅館業者看中陸客來台商機，為搶陸客團多數重心放在削價競爭。2013年大陸「旅遊法」導致來台陸客團減少，但陸客來台自由行已超過27萬人次，所以未來「精緻優質」的休閒旅館招攬自由行應是主流趨勢。D休閒旅館於2012年開始建造，雖已有外觀輪廓，因考慮諸多問題，所以館內設施內容仍不確定。為了使個案旅館規劃能更順利，並以滿足顧客為導向，本研究先收集日月潭周邊的休閒旅館相關資料與文獻，瞭解外部環境概況後，透過現場勘查及人員訪談，以瞭解主要競爭者營運概況，以及顧客對於休閒旅館的需求。經過訪談後發現，競爭者除了提供附屬設施，每一季在館內外也會舉辦不同的活動，也得知D休閒旅館因客房數太少而無法接團客，所以再依據相關資料及訪談結果來進行問卷調查，以瞭解日月潭遊客在消費及住宿方面的需求，最後提出行銷策略規劃與建議供業主參考。

Sun moon lake featured high mountain and lake, aboriginal culture and nature ecology, attract more than six million visits each year. Hotel operators in Sun Moon Lake compete for business, so many operators focus on price cutting to attract more mainland tourist groups. Mainland government conduct “Travel Policy” that cause mainland tourist groups are fewer than before, but Free Walker of mainland tourists are more than 270,000 visits in 2013, so sophisticated and high quality resort hotels attracting Free Walker of mainland tourists should be a main trend. D resort hotel has been constructed since September 2012. It has surface. Because considering many problems, its service and facilities are still uncertainly. In order to make owner plan more successfully and make planning be customer-oriented, I collected some related data and paper in the first place. After understanding outer conditions, I conduct on-site inspection and stuff interview to understand main competitor how to operate their hotels and customer-needs about resort hotels. After conducting stuff interview, I found main competitors not only offer ancillary facilities but planned activities and tour packages in inside and outside, and I found D resort hotel cannot invite travel groups because it has few guest rooms, so I based on related data and the result of stuff interview to conduct questionnaire survey to know visits traveling in Sun Moon Lake have any demands about consuming in the hotels. Last, I show strategy marketing planning and suggestion for owner as reference.