服務業探討服務品質與滿意度已成為21世紀產業趨勢，旅館業佔有觀光產業中是不可或缺的角色之一。故服務品質與滿意度在旅館產品與服務上扮演消費者重要的選擇依據，消費者對於服務品質有所期待，期待感受與實際感受間的差異則足以顯現消費者的滿意度。本研究透過問卷回收100份有效問卷進行分析。運用獨立樣本t檢定結果顯示在婚姻資料中達到5%的顯著水準，研究假設部份成立。運用單因子變異數分析結果顯示在品牌形象問項中，有「教育程度」、「收入」等呈現5%的顯著水準，研究假設部份成立。運用單因子變異數分析結果顯示在滿意度問項中，有「年齡」、「收入」達5%的顯著水準，研究假設部份成立。據研究結果以提出建議：﹙一﹚旅館應在餐飲上提升及改變；﹙二﹚旅館應在價格上多做優惠或折扣；﹙三﹚旅館應在硬體設施上做加強；﹙四﹚旅館應在服務上做加強。

Service industry to explore service quality and satisfaction has become the industry trend of the 21st century, hotel industry occupies the tourism industry is an indispensable role. Therefore, service quality and satisfaction play an important consumer choice basis in hotel products and services. Consumers are expecting service quality, and the difference between expectation and actual feeling is enough to show consumer satisfaction. The study uses questionnaires to collect 100 valid questionnaires for analysis. The use of independent sample t test results showed that in the marital information to reach a significant level of 5%, the research hypothesis was established. The results of one-way ANOVA showed that among the brand image questions, there were 5% significant levels of ＂education level＂ and ＂income＂, and the research hypotheses were partially substantiated. The results of one-way ANOVA showed that there were significant levels of ＂age＂ and ＂income＂ of 5% in the question of satisfaction, and the research hypothesis was partially established. According to the research results to make recommendations: (a) hotels should be upgraded and changed in restaurants; (b) hotels should be more in the price discount or discount; (c) The hotel should strengthen the hardware facilities; (d) hotels should be done to strengthen the service.