四重溪溫泉區經營策略指標建構與分析

Construction and Analysis on the Indexes of Operational Strategies in Sichongxi Hot Spring

本研究針對台灣地區溫泉法相關文獻蒐集，進一步瞭解溫泉法之立法內涵，並參考觀光旅館、民宿經營策略、策略管理之研究，結合德爾菲法（Delphi）與層級分析法（Analytic Hierarchy Process; AHP），針對四重溪溫泉區內的溫泉經營業者與相關飯店經營管理專長之學者專家，進行專家問卷調查，對溫泉業者在溫泉法案通過後的影響認知進行探討，分析了解溫泉產業追求合法化及溫泉法實行後之經營策略，並藉由相對權重之數值進行檢討分析，解析其權重內涵，對四重溪溫泉業者提出策略分析及經營建議，其結果並可作為政府當局擬定相關溫泉管理政策之參考。本研究所建構之層級架構，二階構面權重評估因素之權重依序分別為「業者經營能力」（39.6%）、「溫泉區永續發展」（32.2%）及「政府政策與法令」（28.2%）。其中「業者經營能力」構面中，以「服務品質」（31.3%）最為重要，其次依序為「行銷通路」、「設施規劃設計」、「成本管控」，顯示業者經營方式及服務品質為溫泉旅館永續發展的關鍵因素，必須以親切的服務態度吸引顧客回流，藉由口耳相傳的方式，創造新的客源；在「溫泉區永續發展」構面中，以「溫泉區總量控制」（36.5%）最為重要，顯示在四重溪溫泉區中，溫泉資源已過度開發，業者應該減少抽水量，避免溫泉資源耗盡；在「政府政策與法令」構面中，以「溫泉標章申請」（32.3%）最為重要，顯示當地業者尚未取得溫泉標章者佔大多數，主要原因在於業者經營範圍或用地許可具有爭議，加上申請過程繁雜，降低業者申請意願，故政府必須增加相關輔導機制及配套措施以提高業者合法經營之意願。

The literature in relating to Hot Spring Act in Taiwan was collected in this study and used to further understand the contents of the Act. By referring to the studies on tourist hotels, home stays operational strategies and strategic management and combining Delphi Method with Analytic Hierarchy Process (AHP), the author then conducted a questionnaire survey to experts on the hot spring operators in Sichongxi hot spring in order to explore the effects of the adoption of Hot Spring Act on the operators and their recognition of the Act. This thesis analyzed and explored the legalization and operational strategies of hot spring industry after Hot Spring Act. Finally, the results obtained from the above mentioned process will serve as suggestions for the operators and governmental authorities drafting policies concerning hot springs. Three hierarchical structures, ＂the entrepreneur business capacity＂, ＂the hot spring area continues forever to develop＂ and ＂the government policy and the law＂ were studied in this thesis.＂ The entrepreneur business capacity＂ were regarded as the most important construction surface for entrepreneurs. The most important item under this construction surface was ＂service quality＂ and then followed by ＂sells the circuit＂ and ＂the facility plan design＂. The ＂cost control＂ was the lowest item. The second important construction surface was ＂the hot spring area continues forever to develop＂. ＂Hot spring area total quantity control＂ and ＂the hot spring article changes from models＂ were two heavy weight proportions in this construction. ＂The government policy and the law＂ was the least construction surface among all hierarchical structures. ＂The hot spring marker applies＂ was considered to be the most important factor for the entrepreneurs and then the rank was ＂The hot spring development permitted＂ ＞ ＂The hot spring uses spends the collection＂ ＞ ＂hot spring standard＂. Finally, this research by way of this appraisal analysis result to the Sichongxi Hot Springs area proposed that the strategy development's direction, simultaneously also has not constructed management of strategy target this research.