近年來台灣政府政策性的推動大陸人士來台旅遊，使得觀光業儼然成為台灣的明星產業。觀光產業的收入及關聯效益高於一般產業，更可賺取大量外匯，因此成為許多已開發國家活絡經濟的主要方向。台灣由於政府的支持與相關服務業的配合，加上便利的航空運輸、友善的環境及優質的國際觀光旅館，觀光產業已成為極具成長動力的產業。本研究採用個案分析及行動研究法，選擇雲朗觀光(L’Hotel de chine)集團為研究標的。雲朗觀光集團是一個結合人文、藝術和精緻服務的連鎖飯店系統，主要從事旅館事業經營和周邊相關事業的開發，經三十年的擴充發展，已成為國際知名的連鎖觀光飯店集團，目前在台灣旅館連鎖業者中市佔率排名第二，與第一名的福容連鎖飯店集團相差無幾，故相當具有代表性及探討價值。本文探索及分析雲朗觀光集團的發展脈絡、營運策略及競爭環境，最後提出五點行銷建議，以供公司提昇市佔率及發展台灣觀光事業之參考。 Recently Taiwan’s government has devoted to promote tourists from Mainland China, and hence tourism industry becomes one of the star industries in Taiwan. Tourism industry is one of the main sources of earning foreign exchange, and many developed countries have set the directions to promote tourism industry because it has huge opportunities and forces for rising related industries. Taiwan has many advantages in developing tourism, including government's supports, convenient transportation, related service industries development, friendly environment, and excellent international tourist hotels. This results the high growing potential of tourism industry in Taiwan. The study adopted the methods of case study and action research, where L’Hotel de chine Group was chosen as the studying case. L’Hotel de chine Group is a quite representative and valuable case, which is a service hotel chain, associated with the arts and humanities, and has engaged in hotel business development, operations, and doing peripheral-related businesses for more than thirty years. The study explored and analyzed L’Hotel de chine Group developing process and its operational strategies, and then proposed a few of marketing suggestions as a reference for arising its market share and promoting the development of tourism industry in Taiwan.
