| Summary: | 碩士 === 中華大學 === 企業管理學系 === 105 === The more Taiwan’s economy develops, the higher people’s living standard get. In addition, people’s life enjoy awareness is more and more advanced. Especially, after 2 holiday weekend changing, more and more people choose travelling to enjoy their life. Taiwan’s domestic tourism is developing rapidly and the hotel is one of the most highlight industry. What are the factors will tourists consider decide to book/ choose one hotel? That is the question we need to answer, in order to give the best service to hotel market. According to some surveys about tourist satisfaction and service qualify, there are many different results. However, scope and objects of those survey are different, or only one factor become the main object of the research. Lack of combining-factors influencing accommodation choice. Therefore, this study will combine to study some factors effect on tourist accommodation choice at the same time: geography location, hotel price, service attitude, relatives or friend recommendation, hotel reputation, experience, customer incentive policies and so on. Which factor is tourist strongest motivation to choose, which one they do not notice?
After referencing related literature’s analysis base and combining with the theory of hotel assumptions promotion, this research gives the main factors that determine the customer to choose the hotel, include five factors: Brand reputation, geography location, service attitude, price and marketing strategies. The simultaneous analysis below assumptions carefully and set up a conceptual model to promote customer to choose a hotel. Finally, through research data and empirical test we give influence of each factor and five factors simultaneously to customer hotel choice.
Because of widely Taiwan’s hotel industry development and complex hotel class, this research only bases on an area Hsinchu three-star hotel data and business management analysis. Investigator selects object randomly, analysis different backgrounds, different consumptions and different service needs. Finally, we conclude how five factors influent to customer hotel choice.
The results found: 1. The five factors have a positive impact on customer choice, 2. The impact of the order of the hotel price, service attitude, geographical location, brand reputation, marketing strategy, 3. The different personal characteristics for the hotel 4. The customer hopes to improve the expectations of the hotel, 5.As a reference.
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