在過去十年間，由於政府政策的變動和國際品牌的進入，台灣的旅遊業面臨了快速發展與多重挑戰，市場競爭加劇，且供過於求的問題導致旅館業的入住率和營收下滑。2020年的新冠疫情對旅遊業造成了嚴重衝擊，行業陷入困境。
隨著2022年疫情降溫，台灣的旅宿業開始逐步復甦，住客人次和市場需求急速上升，房價隨之增加。然而，國內住宿成本的上升使得越來越多的台灣民眾選擇出國旅遊，對國內旅遊市場產生了影響。全球共享經濟的興起顛覆了傳統旅館業的商業模式，如Airbnb的出現提供了更多具有地方特色且經濟的住宿選擇。
本研究選擇承億集團作為個案研究對象，以目的地旅遊行銷策略為核心，提出創新的商業模式，旨在幫助個案公司適應快速變化的市場環境，實現企業的永續經營。通过這些策略，企業能更好地利用當地文化資源，提供客戶更豐富的體驗，並進一步鞏固其市場地位。
依據對高階主管訪談結果進行的SWOT分析發現，承億集團在旅館業具以下優勢：提供獨特的特色化服務與環境，如茶文化主題，積極整合數位技術以提升客戶服務質量。然而，也存在劣勢，如高度依賴特定市場，高維護成本和人力資源挑戰。面對的機會包括市場對高品質服務需求增加和跨產業合作潛力。主要威脅則是市場競爭激烈、經濟波動和政策變化的不確定性。
研究指出，影響飯店經營的重大內部和外部因素包括內部的服務創新及人力資源管理，及外部的疫情與政策變化。承億透過創意促銷和政府合作來適應市場波動。面對台灣旅遊市場變動時所採取的策略，承億集團強化自媒體和會員系統，調整價格策略，並推出定制化旅遊套餐來吸引顧客。如何以目的地旅遊印象強化飯店經營策略方面，承億集團應透過將飯店與目的地文化結合，提供獨特的體驗，強化旅遊意象，提升客戶對飯店的吸引力及回訪率。為面對市場挑戰，承億集團調整商業模式，推進數位轉型，加強客戶互動，並透過合作與創新服務提升市場競爭力。

Over the past decade, Taiwan's tourism industry has faced rapid development and multiple challenges due to changes in government policy and the entry of international brands, intensifying market competition and leading to an oversupply that has driven down occupancy rates and revenues. The COVID-19 pandemic in 2020 further severely impacted the industry, putting it in a difficult position.
As the pandemic cooled in 2022, Taiwan's accommodation industry began to recover gradually. Guest numbers and market demand surged, leading to increased room rates. However, rising domestic accommodation costs have prompted more Taiwanese people to choose overseas travel, impacting the local tourism market. The rise of the global sharing economy has disrupted traditional hotel business models, with platforms like Airbnb providing more economical and localized accommodation options.
This study focuses on Cheng Yi Group, employing destination marketing strategies to propose an innovative business model aimed at helping the company adapt to rapidly changing market conditions and achieve sustainable business operations. Through these strategies, the company can better utilize local cultural resources, provide richer experiences for customers, and further consolidate its market position.
Based on interviews with senior executives and a SWOT analysis, Cheng Yi Group has strengths in offering unique, themed services and environments, such as tea culture themes, and actively integrating digital technology to enhance customer service quality. However, it also faces weaknesses such as heavy reliance on specific markets, high maintenance costs, and human resource challenges. Opportunities arise from increasing market demand for high-quality services and potential cross-industry collaborations. The main threats include intense market competition, economic fluctuations, and policy changes.
The study concludes that significant internal and external factors affecting hotel operations include internal service innovation and human resource management, and external factors like pandemics and policy changes. Cheng Yi Group adapts to market fluctuations through creative promotions and government collaboration. In response to changes in Taiwan's tourism market, the group strengthens its social media and membership systems, adjusts pricing strategies, and launches customized travel packages to attract customers. To enhance hotel management strategies through destination tourism imagery, Cheng Yi Group should integrate hotels with local culture, providing unique experiences that enhance the tourism image and attract customer revisits. Facing market challenges, the group is adjusting its business model, advancing digital transformation, enhancing customer interaction, and improving market competitiveness through cooperation and innovative services.

論文審定書 i
誌 謝 ii
摘 要 iii
Abstract iv
目 錄 vi
圖次 viii
表次 ix
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 4
第三節 研究流程 5
第二章 文獻探討 7
第一節 旅館市場的衝擊與轉型 7
第二節 文化創意 9
第三節 目的地旅遊意象 11
第四節 旅館業、文化創意與目的地旅遊 21
第五節 SWOT分析 22
第三章 研究方法 24
第一節 研究規劃 24
第二節 訪談法 25
第三節 訪談對象 26
第四節 訪談問題 27
第四章 個案研究 29
第一節 研究對象選擇原因 29
第二節 個案公司簡介 31
第三節 市場區隔與目標客群 34
第五章 研究分析與結果 35
第一節 飯店主管訪談資料 35
第二節 訪談資料SWOT分析 52
第三節 旅遊意象對飯店經營策略的影響 55
第六章 結論與建議 57
第一節 研究結論 57
第二節 研究建議 60
第三節 研究限制 64
第四節 未來研究方向 65
參考文獻 66
中文文獻 66
英文文獻 66
附件一：天下雜誌專訪 71

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