顧客觀點探索國際飯店美學重要性與性別差異分析

Prioritization of International Hotel Aesthetics and Gender Differences from Customers’ Perspectives

近年來許多民眾在休假時間願意花錢出外觀光旅遊以放鬆身心，顧客在入住國際飯店時對於美有更多的要求，這也一再顯示出國際飯店美學的重要性。國際飯店在旅遊過程中提供住宿餐飲，扮演著相當重要的角色。近來美學融入飯店的經營已成為一種熱門的趨勢，且成為有別於競爭對手，增加差異化的一種方式。因此，本研究透過文獻的探討歸納出國際飯店美學的內涵以及相關構面，再利用層級分析法建構出各個構面的重要性排序。本研究之研究對象主要以一般大眾為主，共31位，根據研究結果歸納出國際飯店美學的內涵，由視、嗅、觸、聽、味五種感官知覺構面共20個指標所組成，分析歸納出國際飯店美學的20個指標重要排序加以討論，並且進一步探討男女對國際飯店美學的認知差異，期望本研究結果，可提供國際飯店管理者經營飯店的方向，並提供相關實務建議。

Nowadays, people spend their leisure time on traveling abroad. International hotels play an important role on travel process of travelers. Recently, aesthetics combine with international hotel operation become a popular trend and improve variety. Most of customers put emphasis on aesthetics of international hotel, including the atmosphere in the space, the view around hotel, and delicious meals. This study adopts the literature review of the international hotel aesthetics summarized and uses the Analytic Hierarchy Process method to analyze data. The researchers choose purposive sampling. Thirty-one customers were selected. The contents of international hotel aesthetics can be divided into five dimensions, including sight, smell, touch, hearing and taste. Furthermore, we developed 20 indicators of the five senses and discuss the prioritization orders of them.