在觀光產業中，旅館業屬於極為重要之一環。受到觀光局審核、督導與管理的觀光旅館，在大都會之經營策略是否能在其他縣市(區域性城市)複製？區位與經營策略之間存在什麼關係，成為本研究欲探討的目的。 本研究以北部某區域性城市觀光旅館為實證作分析探討，以目前實施具有成效之策略作說明。旅館具有高投資低報酬特性，若要不斷成長締造佳績，其經營策略與行銷方式需具備靈活與彈性，尤其是區域性城市之優質觀光旅館，必須發揮創意，方能永續經營。而政府、觀光旅遊業、學校之間產生很多合作商機，必須掌握其間的互動與策略聯盟，才能創造競爭優勢。 本研究以策略矩陣作為分析工具。以策略要素六大構面來導引觀光旅館的經營策略，尤其著重地理位置、產品特色、服務品質與品牌知名度。最後陳述對實證旅館未來策略之建議，與對觀光旅館業及政府之建議。 Tourist hotel is an important part of the tourism industry. This research focuses on whether the strategy of tourist hotel in metropolis can be replicated by others in second-tier cities, and how location impacts the strategy of tourist hotel? In this study, an empirical analysis of a tourist hotel located in a second-tier city of northern Taiwan is made by its effective strategy. This research use Strategy Matrix which is guided by dimensions include location, features, quality of service and brand awareness as analysis tools, and found that agility, flexibility of strategy and creativity are most important factors for tourist hotel in second-tier cities to sustain.
