| Summary: | 碩士 === 輔仁大學 === 餐旅管理學系碩士在職專班 === 104 === This study aims to verify the key success factors of general hotels by examining general hotels of Hualien County in Eastern Taiwan. Of a total of 300 questionnaires administered to department managers of various representative general hotels in Hualien County, 200 questionnaires were returned. From statistical analyzes and qualitative expert interviews, this study found that the eight key success factors of general hotels agreed upon by both the respondents and experts were: annual occupancy rate and mean room price, annual revenue growth rate, customer satisfaction, customer revisit rate, timeliness of response to customer complaints, service efficiency, employee reward, and evaluation standards for core employees. In addition, operators of general hotels in the Hualien region also emphasized other factors such as brand image, management philosophy, market segmentation, hardware specialty, and geographical landscape. This study suggests operators should attain differentiation by reinforcing key success factors, such as training, sales channels, and service specialties, to enhance the competitive advantage of the hotel, thus attaining the goal of sustainable enterprise management.
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