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研究生： 吳麗萍
Khaing Zin Thet
論文名稱： 消費者選擇飯店的屬性相對重要性研究
The Importance Level of Factors in Hotel Selection
指導教授： 沈永正
Shen, Yung-Cheng
口試委員： 沈永正
Shen, Yung-Cheng
鄒蘊欣
Chou, Yun-Hsin
朱克聰
Zhu, Ke-Cong
口試日期： 2021/06/23
學位類別： 碩士
Master
系所名稱： 管理研究所
Graduate Institute of Management
論文出版年： 2021
畢業學年度： 109
語文別： 英文
論文頁數： 103
英文關鍵詞： hoteliers, factor, hotel selection attributes
研究方法: 調查研究
DOI URL： http://doi.org/10.6345/NTNU202100863
論文種類： 學術論文
相關次數： 點閱：112  下載：17 
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    • More and more people like staying in hotels, and there are many
    competitive hotels in every country. Thus, it needs to attract many guests to
    choose our hotel. So, this paper will find the importance level of hotel selection
    attributes to assist hoteliers, managers, and entrepreneurs. This survey
    questionnaire uses constant sum scale to know exactly how much these attributes
    are important for guests. We use descriptive statistics to find the importance level
    of hotel selection attributes for each factor by demographic characteristics. This
    research result represents the respondents who have been stayed at hotel
    before.
    Keywords: hoteliers, factor, hotel selection attributes

    Table of Contents Acknowledgements.............................................................................................. i Abstract ............................................................................................................. ii 1. Introduction..................................................................................................1 1-1. Background....................................................................................1 1-2. Research Motivation......................................................................3 1-3. Research Purpose ..........................................................................4 1-4. Research Process...........................................................................5 2. Literature Review..........................................................................................7 2-1. Hotel Selection Attributes..............................................................7 2-2. Hotel Basic Facilities in Taiwan ......................................................8 2-3. The Important Hotel Selection Attributes......................................9 3. Methodology ..............................................................................................10 3-1. Research Framework ...................................................................10 3-2. Questionnaire Design...................................................................11 3-3. Measurement Scale .....................................................................11 3-4. Data Collection ............................................................................12 3-5. Research Variables.......................................................................12 3-6. Data Analysis ...............................................................................22 4. Results........................................................................................................23 4-1. Demographic Characteristics.......................................................23 4-2. Travel Behavior Characteristics....................................................24 4-3. The Importance Level of Hotel Selection Attributes.....................27 4-3-1. The Importance Level of Front Office Factor......................27 4-3-2. The Importance Level of Food and Beverage Factor..........32 4-3-3. The Importance Level of Room Factor ...............................37 4-3-4. The Importance Level of Recreational Facilities Factor......42 4-3-5. The Importance Level of Service Factor .............................47 4-3-6. The Importance Level of Security Factor............................52 4-3-7. The Importance Level of Convenient Location Factor........57 4-3-8. The Importance Level of Value Factor................................62 5. Conclusion ..................................................................................................67 5-1. Research Findings........................................................................67 5-2. Managerial Implication ................................................................70 5-3. Limitation and Future Research ...................................................71 References.......................................................................................................72 Appendix.....................................................................................................76-103 English Questionnaire .................................................................................76 Chinese Questionnaire................................................................................90

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