從健康旅遊發展探討影響旅館服務品質關鍵因素之研究：結合SDGs概念之實證分析

Determinants of Hotel Service Quality in Wellness Tourism Development: An Empirical Study Integrating the SDGs

隨著永續與健康意識抬頭，健康旅館面臨高度市場競爭與永續經營雙重挑戰。鑑此，有別於多數相關研究僅以顧客對服務品質滿意度單一面向分析，本研究企圖以二維思考，同時考量顧客對健康旅館服務品質需求與綠色消費趨勢，且融入綠色永續經營理念，輔以實務經營上對健康旅館軟硬體設施標準，建構客觀有效評估模式。本研究主要以國際觀光旅館為研究對象，採用多準則決策分析法，首先經文獻彙整分析與專家諮詢，以SERVQUAL作為健康旅館服務品質評估構面（六大構面20項評估指標，即「顧客需求」）；並結合綠色永續經營與健康定義，以「綠色永續經營」、「環境健康」、「身體健康與「心靈健康」（四大構面16項指標，即「技術需求」）為健康旅館軟硬體設施評估架構。共分三階段問卷調查：1.以Kano二維模式品質屬性歸類篩選健康旅館重要顧客需求；2.以模糊德菲法（FDM）篩選健康旅館永續經營評估關鍵因素；3.導入品質機能展開分析（QFD），進行「顧客需求」（WHATs）與技術需求」（HOWs）關聯分析，利用熵（Entropy）計算客觀權重，透過灰關聯分析法（GRA）決定旅館永續經營評估要項優序。期此具一致性與系統化之影響健康旅館服務品質關鍵因素評量模式，能作為國內發展健康旅館服務品質評量指標及旅館產業強化永續競爭優勢之重要參考。

With the rising emphasis on sustainability and health consciousness, wellness hotels face the dual challenges of market competition and sustainable operations. This study adopts a two-dimensional perspective by integrating customer requirements for service quality with green consumption trends to develop a systematic evaluation model. Focusing on international tourist hotels, a multi-criteria decision-making (MCDM) approach is employed. Based on literature review and expert consultation, the SERV QUAL framework is used to define customer requirements, comprising six dimensions and twenty criteria. Technical requirements are constructed from green sustainability and health perspectives, including green management, environmental health, physical health, and mental well-being, with sixteen criteria. A three-stage survey is conducted: the Kano model identifies key customer needs; the Fuzzy Delphi Method (FDM) screens critical sustainability factors; and Quality Function Deployment (QFD) analyzes the relationships between WHATs and HOWs. Entropy is applied to determine objective weights, while Grey Relational Analysis (GRA) prioritizes key factors. The proposed model offers a systematic framework for evaluating wellness hotel service quality and enhancing sustainable competitiveness.