近幾年由於政府積極推展台灣觀光，飯店如雨後春筍般不斷擴建或更新，而原本老舊的中小型飯店在面臨這種市場衝擊該如何創新及銳變，重塑特有之環境及氛圍，以滿足求新求變的顧客需求，成為飯店經營者急需思考的難題。因此，本研究利用已有25年歷史的嘉義市皇爵飯店為個案，首先從業者的二手資料與訪談瞭解飯店重塑氛圍體驗的方式，而後進一步從顧客角度解析飯店重塑的氛圍體驗是否確實影響顧客的情緒與回購意願。 顧客端的意見採用問卷調查方式，問卷發放時間從101年12月15到102年年1月31日共40天，放置地點為嘉義市皇爵大飯店客房內，利用房客住房期間填寫問卷調查。最後問卷共發放中文版500份，英文版50份，共550份，最後回收319份，刪除有嚴正漏填之廢卷35份，最後共獲得284份有效問卷。問卷量表主要以CEO (Cause-Effect- Outcome)模式檢測顧客對於商務飯店所提供氛圍體驗的看法與感受。 研究結果顯示，顧客對於飯店的整體氛圍體驗(包含客房、餐廳、服務設計)都有很高滿意度，其中以客房氛圍受到較高重視，也有較高滿意度，而且，氛圍體驗也顯著影響顧客情緒與回購意願。從此結果，本研究提出氛圍體驗的相關建議及未來研究方向，以期能提供飯店經營者未來營運之參考。 Recent years, the government in Taiwan recommend and marketing the tourism actively. A great deal of hotels extended or updated,then how should those old hotels in existence have to strain and improve for encountering the new market impact? To transform and rebuild peculiar environment with atmosphere to satisfy the customers who require for changing and creating. It should be the most important question that managers of hotel have to figure out. Therefore, this research took king hotel which has been running for 25 years in Chia-yi city for a case study. First, knowing the mode to rebuild atmospheric experience from manager's secondary data and investigation. Then, we analyzed from customers’ psychology further what if hotels rebuilt atmosphere experiences actually effect customers emotions and the willing of stayed or not. We collected opinions from customers with questionnaire from Dec.15, 2012 to Jan.31, 2013 for 40 days totally. Placed those questionnaires in quest rooms that customers could write it during the time they stayed, In the end, we made 500 questionnaires in Chinese and 50 in English for total 550 , till the time finished we gathered 319 questionnaires. After researcher got 39 questionnaires which had serious problems or mistakes to become invalid, we acquired 284 valid questionnaire. The survey used CEO model majorly to investigate that customers’ feeling and thinking to the atmospheric experience from business hotel. The result of research exhibited that customers had high satisfaction to the atmospheric experience as a rule,(including quest room, restaurant, service and design).Among which atmosphere in quest room had been treasured highly, also had more satisfaction. Atmospheric experience could effect customers emotions and the willing of stayed. As the result. This study proposed some opinions about atmospheric experience and future orientation to offer hotel managers advices in the future running.
