近年來，政府一直積極在海外進行台灣觀光旅遊的宣傳及推廣，加上政府努力推動「觀光拔尖領航方案」、「開放大陸地區人民來台觀光」等政策，大力發展台灣國際觀光，使得來台旅客人數逐年上升，2012年更創下731萬人次的新高，而在人數增加的同時，預期對住宿需求也會同時增加。回顧過去國內住宿相關文獻，大多以預測住宿需求及針對特定觀光旅館進行滿意度研究為主，少有對來台旅客之住宿類型選擇與滿意度有較全面性的探討。故本文欲分析影響來台旅客住宿選擇之因素與滿意度，期望能做為政府相關部門、旅館業者之參考 。 本研究之實證資料採用交通部觀光局2007年至2010年之「來台旅客消費及動向調查」資料，以STATA統計軟體進行分析。其中，以多項羅吉特模型（multinomial logit model）進行來台旅客住宿選擇因素之分析，以順序多重羅吉特模型（ordered logit model）探討影響來台旅客住宿滿意度之因素。 研究結果顯示：（一）影響來台旅客住宿選擇因素，包含旅客的來台目的、旅遊安排方式、年齡、年收入及其居住地。（二）影響來台旅客住宿滿意度之因素，包括旅客住宿的旅館類型、來台目的、旅遊安排方式、年齡、年收入及其居住地。（三）住宿滿意度方面，自2008年起有逐年提高之趨勢，可能與政府開始辦理星級旅館評鑑有關。 最後依據本研究之結果，建議旅館業者應依據消費顧客群需求特性之差異，研擬不同的行銷策略，以創造更高的顧客滿意度與利潤。 The government has put a lot of efforts to promote Taiwan’s tourism industry over the past few years, such as “Project Vanguard for Excellence in Tourism” and “Opening up Mainland China People Coming to Taiwan for Tourism”, which makes the number of international visitors increase year by year and reached the highest level of 7.31 million in 2012. It is expected that the demand for accommodation will keep growing as more tourists are coming to Taiwan. Most of the domestic accommodation literature analyzing the demand for accommodation and customers’ satisfaction is case-study based, a more comprehensive evaluation in this area is very rare. Therefore, the purpose of this thesis is to analyze the foreign tourists’ accommodation choices and satisfaction of Taiwan in terms of the overall performance using data from 2007-2010 “Survey of Visitors Expenditure and Trend in Taiwan” conducted by the Tourism Bureau of Taiwan. Using STATA statistical software as well as the multinomial logit model and ordered logit model, we found that (1) the purpose of travel, the type of travel arrangement, age, income, and the country of residence are important determinants of accommodation selection. (2) The type of hotel, the purpose of travel, the type of travel arrangement, age, income, and the country of residence have significant effects on coustomers’ satisfaction. (3) Accommodation satisfaction has been increasing annually since 2008, which may be related to the fact that the government has implemented star-rating hotel apprasial plan since 2008.
