結論與建議(Conclusions and Suggestions) - 簡麗英，2019，消費者對國際連鎖品牌飯店願付價格之研究，國立高雄科技大學觀光管理系觀光與餐旅管理碩士班碩士論文

本研究的目的在瞭解假設台東地區有國際連鎖品牌飯店，消費者願意比同等級非國際連鎖品牌飯店高多少百分比的費用住宿之願付價格。研究透過至台東旅遊遊客問卷方

式進行消費者對國際連鎖品牌飯店之品牌信任、品牌形象、品牌價值以及基本屬性與願付價格的調查，並根據消費者對國際連鎖品牌飯店之品牌信任透過統計分析方法進行市場區隔，將遊客區分為三個集群，分別為「形象良好」、「品牌忠誠」和「優質服務」，

此三集群間分別對性別、年齡、教育程度、居住地、個人平均月收入、婚姻狀況、本次到台東旅遊主要目的等，且品牌信任、品牌形象與品牌價值因素等變數皆有顯著性差異存在。

此外，同一集群消費者對於國際連鎖品牌飯店，以及不同集群消費者對於國際連鎖品牌飯店，消費者願意比同等級非國際連鎖品牌飯店高多少百分比的費用住宿之願付價格上皆達顯著性差異水準，以「品牌忠誠」其願付價格均為三個集群中最高者，假設台東地區有以下國際連鎖品牌飯店，消費者願意多付出比同等級非國際連鎖品牌飯店高多少百分比進行消費，依序為喜達屋(Starwood)10.03%、萬豪(Marriott)10%、洲際(IHG) 9.88%、香格里拉(Shangri-La)9.76%、凱悅(Hyatt)10.44%。而「優質服務」集群消費者之願付價格，均為三個集群中最低。故以願付價格的層面分析，若假設台東地區有國際連鎖品牌飯店，研究發現業者可採取的策略，以品牌忠誠較為適宜。整理研究結果，消費者對於國際連鎖品牌飯店之願付價格以條件評估法分析得知：消費者對於國際連鎖品牌飯店之品牌信任、品牌形象、品牌價值越是正面會增加消費者對於國際連鎖品牌飯店之願付價格，個人基本屬性同時影響國際連鎖品牌飯店之品牌信任、品牌形象、品牌價值的關係。

本研究礙於時間因素，研究對象僅侷限於至台東旅遊之遊客的品牌信任探討消費者對於國際連鎖品牌飯店之願付價格，無法從中瞭解其他縣市遊客對於國際連鎖品牌飯店之願付價格，建議未來研究時可以延伸到台灣其他城市，以瞭解台灣整體不同型態之消費者對於國際連鎖品牌飯店之願付價格的百分比，以及對品牌信任、品牌形象、品牌價值之相關性研究。另外，可進一步以其他構面如滿意度或知覺來對遊客進行市場區隔，

檢視其是否在各項構面上有所差異。亦可針對國際連鎖品牌飯店住宿之次數、對國際連鎖品牌飯店之瞭解程度；對於不同年齡層、教育程度、個人月收入、職業來探討是否會影響其到國際連鎖品牌飯店住宿時願付價格的百分比，更廣泛瞭解遊客對國際連鎖品牌飯店之願付價格，可提供給旅宿業者作為擬定相關措施與管理模式之參考。

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