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E99020
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國際觀光旅館主管轉換型領導型態、行銷資源與能力、競爭策略與經營績效關聯性之研究
Transformational Leadership Style, Marketing Resources and Capabilities, Competitive Advantage and Performance in International Tourist Hotels
1.吳正雄
1.Cheng-shiung Wu
1.嘉南藥理科技大學餐旅管理系
1.Department of hotel & Restaurant Management, Chia Nan University of Pharmacy & Science
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1.嘉南藥理科技大學餐旅管理系
1.Department of hotel & Restaurant Management, Chia Nan University of Pharmacy & Science
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1.行政院國家科學委員會
1.National Science Council
A.14 計畫執行期間(起):2010-08-01
A.14 計畫執行期間(訖):2011-07-31
2010-11-012011-01-31
A.16 收到日期:2011-12-12
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國際觀光旅館部門主管

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222

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C.2 聯絡日期:2011-12-15
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1.嘉南藥理科技大學餐旅管理系
1.Department of hotel & Restaurant Management, Chia Nan University of Pharmacy & Science
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C.7 資料公開日期:2012-08-01
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1.轉換型領導型態
2.行銷資源與能力
3.經營績效
1.Transformational Leadership Style
2.Marketing Resources and Capabilities
3.Performance
 本研究以國際觀光旅館為研究對象,透過郵寄問卷發放,共計發放630份,經過追蹤與跟催,回收250份問卷,剔除填答不完整之問卷,共計222份有效問 卷。根據研究結果發現透過轉換型領導作為,組織能夠加強解決問題能力、提高生產力與工作績效、有效地運用資源與降低成本,達成較高的績效。因此,確認國際 觀光旅館內部行銷資源與能力,強化企業經營體質,提高服務品質,創造競爭優勢,實為國際觀光旅館經營管理上不可忽視之課題。透過運用主管領導型態,配置行 銷資源,企業能獲得更具競爭性的市場地位以及經營績效。然而,國際觀光旅館主管之轉換型領導型態是企業行銷資源與能力之重要關鍵,主管的領導型態與風格關 係著行銷資源與能力之形成與展現。再者,國際觀光旅館之競爭優勢取決於其擁有優於其他競爭者之獨特資源與能力,可藉由掌握行銷資源與能力來強化企業核心能 力,用以區別與其他競爭者之間的不同;運用國際觀光旅館行銷資源與能力之整體力量,在特定環境下滿足消費者之需求,透過競爭策略之擬定與執行,進而爭取競 爭優勢,並達成經營績效。

In Taiwan, tourism industries are the most important annual plans of country development. Confronted with the high competitive environment, organization should reinforce manager’s leadership for facing the challenge of multi-factors and rapid change. In order to keep sustainable development and growth, managerial implementation is the critical in tourism industry. The purpose of the current study is to demonstrate the relationship among transformation leadership style, marketing resources and capabilities, competitive strategy, and performance in international tourist hotels. We asked the managers and leaders in the international tourist hotels as our respondents. Mailed 630 questionnaires, after tracking, A total of 222 usable questionnaires were obtained with 35.24% valid return rate. The result of the current study can suggest strategic directions for international hotels in terms of applying transformation leadership style, and promoting marketing resources and capabilities. Implications of these findings for international tourist hotels implementations as well as future research directions are subsequently discussed.

D.16 完成檢誤日期:2012-07-13
D.17 預定釋出日期:2013-08-01
D.18 初次釋出日期:2013-08-01
D.19_1 最新版釋出日期:2013-08-01
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10.6141/TW-SRDA-E99020-1
http://efenci.srda.sinica.edu.tw/webview/index.jsp?object=http://efenci.srda.sinica.edu.tw:80/obj/fStudy/E99020
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