| 摘要: | 台灣觀光業的發展，早期由公部門延續日治時期的相關產業，以台北地區的國際觀光旅館業而言，遲至1973年才開放民營並允許外資進入。1987年解嚴後，台灣旅館業面臨開放後的全球競爭，然而此時期台灣入境旅客踟躕不前，1993年曾低至160萬入境旅客(包括外勞數)。為了推動台灣觀光產業，觀光局將2004年訂為「台灣觀光年」並逐年積極推動「觀光客倍增計畫」；加上2008年底政府開放大陸觀光客(簡稱陸客)來臺觀光，觀光客數於2012年倍增至731萬人，其中陸客總數約258萬人，佔當年觀光客總數的35%。旅館業在此觀光產業興盛的浪潮中快速發展，依據觀光局的統計資料，來台觀光客平均停留6.87夜(2012年)，如果停留台北地區的日數以1~2日估算，那麼台北地區隨著觀光客住宿的需求，旅館增設的數量與類型如何？要採取怎樣的經營策略才能因應這項快速的發展? 各類型旅館區位的選擇如何 ? 為了瞭解上述問題，本研究探討台北地區旅館業發展的時間脈絡、轉型為連鎖旅館經營的機制、以及目前「在地型」與「跨
區型」連鎖旅館的區位選擇因素。
透過蒐集台灣觀光與旅館業的統計資料、兩岸公部門涉及觀光活動的相關法令、以及相關軟硬體設施建置與發佈的訊息，加上對台北地區觀光連鎖旅館旅館業務及其住客的抽樣訪談，並設計圖表掌握相關特性的分析。本研究的結論如下 : 設置於台北地區的國際知名觀光旅館除了更確認台灣為其跨國事業重要據點，並增建設施以因應新時代的來臨外；本國資金為主的觀光旅館，在2000年代後期快速地發展聯合或連鎖的經營模式，其中「跨區型」的連鎖旅館如麗寶機構下的福容連鎖飯店系統、福華飯店系統等知名觀光旅館，皆在北台灣及全台各地新設分店、或更緊密地聯結其既有的系統；另外，台北「在地型」的連鎖旅館，如台北美系列, 友友商務飯店集團等新興商務旅館也選擇適當地點建立中小型的連鎖店。配合一般外國觀光客及中國大陸的觀光客(有團體型與自由型兩種)的住宿需求，連鎖旅館經營模式與區位選擇主要考慮的因素有 : 硬體設施以建地大、地價低為基礎；區位考量以交通便捷、近重要觀光景點、以及赴相關連鎖旅館與機場的易達性為主。
Development of Taiwan's tourism industry , the public sector by the continuation of the Japanese colonial period related industries . Taipei international tourist hotel industry , as late as 1973, the government opened it to the private companies and allow the foreign investment . After the lifting of martial law in 1987 , Taiwan's hotel industry is facing global competition , until 1993 the arrival was low as 1.6 million each year ( including the number of foreign workers ). In order to promote Taiwan's tourism industry , the Tourism Bureau would set 2004 as the " Taiwan Tourism Year" and actively promote the yearly " Doubling Tourist Arrivals Plan" ; coupled with the end of 2008 the government began to accept the mainland tourists come to Taiwan for sightseeing , then the tourists number doubled in 2012 to 731 million, of which the total number of mainland tourists about 258 million, accounting for 35 % of the year the total number of tourists .The rapid development of the hotel industry thriving tourism industry in this wave . According to Tourism Bureau statistics , the average stay of tourists to Taiwan 6.87 Nights ( 2012 ) , If the number of days of stay in Taipei estimates of 1 to 2 , then the Taipei area as tourist accommodation needs : Number and type of additional hotel how ? What kind of business strategy to take in response to this rapid development ? How to choose the location of various types of hotels ? In order to understand these issues , the context of this study, the time development of the hotel industry in Taipei , the transition mechanism for the operation of the hotel chain and the current "local -type " and " cross -type " hotel chain location characteristics .
Through collecting statistics of Taiwan's tourism and hotel industry, Taiwan Strait tourism activities involving the public sector related laws. And related software and hardware facilities to build and publish messages. Coupled with Taipei hotel business and tourist hotel chains guests sample survey. And master the design and analysis of chart features. Conclusions of this study are as follows:
Set in the Taipei area, in addition to more well-known international tourist hotels in Taiwan confirmed its international undertakings stronghold. Funds based tourist hotels in Taiwan in the late 2000s, the rapid development of joint or chain business model. Where "cross-type" hotel chains such as Fullon Hotel Chain System under the Li Po agencies, Howard Hotels and other famous tourist hotels, all around northern Taiwan and Taiwan's new stores, or more closely link their existing systems. In addition, the "local-style" hotel chains, such as Beautiful Hotel Taipei Series, Friends Hotel Group etc. choose a suitable site to build small and medium stores. Tourists generally with foreign tourists' and mainland China tourists' accommodation needs,
Hotel chain business model and major locational factors to consider are :
Hardware facilities to large building sites, land price low; Geographical considerations to convenient transportation, near important tourist attractions, as well as go to the relevant hotel chains and accessibility of the main airport. |
