探討環保旅館在臺灣之存活策略：市場定位與創新__臺灣人文及社會科學引文索引資料庫

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題名：	探討環保旅館在臺灣之存活策略：市場定位與創新
書刊名：	商略學報
作者：	劉翠華／華梅英
作者(外文)：	Liu, Chui-hua／Hwa, Mei-yin
出版日期：	2018
卷期：	10:4
頁次：	頁307-326
主題關鍵詞：	IOA模式；環保旅館；市場創新策略；市場定位；IOA model；Green hotel；Market innovation strategy；Market positioning
原始連結：	連回原系統網址
相關次數：	被引用次數:期刊(1) 博士論文(0) 專書(0) 專書論文(0) 排除自我引用:1 共同引用:10 點閱:7

在全球綠色旅館的趨勢下，台灣環保旅館卻為數不多、且力圖生存，市場定位不明確與缺乏創新策略為主因。故本文以網路群組立意抽樣，調查具住宿經驗之國人(N=330)，並以創新機會模式（Innovation-Opportunity Analysis, 簡稱IOA）分析其市場定位與相對應之創新策略。環保旅館市場之關鍵因素含7個構面與26項準則，其中「旅館基本條件」、「政府」、「機會」及「消費者環境素養」等構面達〈非常重要〉之程度。整體而言，重要度均高於滿意度。市場定位有「環保深化」、「鞏固聯結」、「服務優化」與「跨業推動」，所對應之創新策略分別為「創新」、「持續」、「改善」及「造市」等。最後提出實務管理意涵與建議，期能提供業者與政府推動環保旅館之參考。

以文找文

Though confronting the global green hotel trends, Taiwanese green hotels are still few and strive for competition. It is mainly due to the uncertain market positioning and the lack of value creation. To solve this problem, the study is aimed at exploring the market positioning and value creation strategy of green hotels to compose the survival strategy. The method of on-line Judgmental Sampling is used to investigate those consumers with consuming experience of hotel accommodation in Taiwan. It turns out that there are 330 questionnaires available for analysis using SPSS 22 software and IOA (Innovation-Opportunity Analysis) model. The result indicates that the older consumers with higher education and incomes are more concerned about the environmental issues than the others. Also, there are 7 dimensions and 26 criteria are derived as the key market factors of green hotel. Of them, ＂basic hotel conditions＂, ＂government initiatives＂, ＂opportunities＂ and ＂consumers environmental awareness＂ reach to the level of very importance. Generally, the degree of importance emerges higher than that of satisfaction of each criterion. Furthermore, the IOA model identifies the positioning of the green hotels. It can be labeled as 'deepening en vironmental protection', 'consolidating green leagues', 'improving service quality' and 'cross-industry campaign'. Corresponding to each market position above, the innovation strategy can thus be proposed as ＂to innovate＂, ＂to sustain＂, ＂to reform＂ and ＂to create＂. Finally, the implications are presented, hopefully, to be useful for survival strategy of green hotels.

以文找文

期刊論文
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6.	零組件廠商提供解決方案核心能力類型之研究：臺灣松下電腦的實證研究
7.	上下只會交征賊嗎？領導者與部屬的私交關係如何增進組織效益
8.	Earnings Informativeness of Long-lived Assets Impairment Recognized and Reversals
9.	建構商業智慧委外承包商評選指標之研究
10.	節能減碳、企業綠色環境管理策略與公司績效之關連性
11.	臺灣永續價值指數之建構方法及投資績效
12.	臺灣可億隆--作業基礎成本制度的應用
13.	休閒農業產業融合的競爭路徑之研究--花露休閒農場為例
14.	Benchmarking of Optimal Efficiency and Decision Making in the Information Services Industry
15.	以客為尊--以方法目的鏈探討行動銀行對顧客價值之研究

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