[[alternative]]A Study on Resort Hotels Brand Positioning--A Case Study of Taitung

[[abstract]] 旅客對於休閒旅館品牌定位的認知及選擇的考量因素，會影響其住宿的意願。本研究選定住宿18家休閒旅館樣本的個別旅客作為研究對象，藉由多元尺度法所描繪出的知覺圖，分析台東地區之休閒旅館在消費者心目中期望及滿意定位差異，加上成對T檢定分析整體期望與滿意的落差情形。經由實證分析顯示，在期望定位知覺圖中，發現娜路彎飯店與知本老爺酒店被旅客視為同一競爭群。富野飯店、康橋飯店、統信飯店、東台飯店、湯之知本飯店、山水軒度假村及池上牧野度假村，為另一個競爭群。東遊季度假村與逸軒飯店自成一個競爭群，還有另一個競爭群則由泓泉飯店、憶柏飯店、濠景飯店、亞灣飯店、朝陽飯店、山海戀飯店與宏宜飯店所組成。在滿意定位知覺圖中，發現娜路彎飯店與知本老爺飯店可視為直接競爭局面。康橋飯店、統信飯店、東台與湯之知本飯店為另一個相互競爭群。富野飯店、逸軒飯店、泓泉飯店、東遊季度假村、山水軒度假村、池上牧野度假村、宏宜飯店、朝陽飯店是以一個大競爭群呈現，在知覺圖中，還有最後一個競爭群則由憶柏飯店、濠景飯店、亞灣與山海戀飯店所組成。期望與滿意定位中競爭關係的改變，主要原因是因為旅客對旅館屬性的期望與滿意出現落差。在台東地區休閒旅館的經營上，建議業者應改善旅館屬性為旅館的清潔性、旅館房價、旅館整體服務品質、旅館的安全性、旅館員工專業知識與服務態度。[[abstract]] Since passengers’ perceptions to resort hotels, brand positioning will affect their willingness to make decisions, and to understand the differences of product positioning perceived by customers is important. In this study, a Multidimensional scaling (MDS) was used to investigate the perceptions of Taitung FIT passengers. It is indicated that the hotel room sweeps, the quality of the whole service, hotel safety, the professional knowledge and service attitude of the employee and the price affected FIT passengers’ purchase decisions. According to the perceptual map, in expect brand positioning, Naruwan Hotel and Royal Chihen Hotel are the same competitor groups; Hoya Hotel, Koncheng Hotel, Toongmao Hotel, Dong Tair Hotel, Tangno Hotel, Shan Shui Shen Hotel and Che Shang Hotel are the same competitor groups; Toyugi Hotel and Yih Shiuan Hotel are the same competitor groups. However, Rainbow Hotel, Yih Ber Hotel, Hau Chung Hotel, Yawan Hotel, Sunrise Hotel, San Hai Len Hotel and Horng Yi Hotel are individual places on the perceptual map. In experience brand positioning, Naruwan Hotel and Royal Chihen Hotel are the same competitor groups; Koncheng Hotel, Toongmao Hotel, Dong Tair Hotel and Tangno Hotel are the same competitor groups. Hoya Hotel, Yih Shiuan Hotel, Rainbow Hotel, Toyugi Hotel, Shan Shui Shen Hotel, Che Shang Hotel, Horng Yi Hotel and Sunrise Hotel are the same competitor groups. However, Yih Ber Hotel, Hau Chung Hotel, Yawan Hotel and San Hai Len Hotel are individual places on the perceptual map