本論文研究高鐵通車對飯店業之影響，並以台北天成大飯店和劍湖山王子大飯店為例，分析其經營策略、行銷方式和住宿率之改變。我們以Yin(2001)之個案研究方法中的深入訪談法來進行資料證據之蒐集，探討兩飯店之內部分析、外部分析、SWOT分析以及高鐵之影響。我們發現不同型態之飯店受到高鐵影響之差異很大，但大致上來說高鐵通車提升了飯店之住宿率，南北旅客也因為高鐵而更能妥善利用「周休二日」之假期，例如：高鐵縮小了劍湖山王子大飯店之淡旺季旅客人數差距。此外，高鐵提供了商務型旅客一個更舒適且便利之交通方式，有效提供了此類型旅客出差之時間需求。高鐵之通車無疑是提供了中長程旅客在交通運輸上的一項新選擇，然而，我們認為此項改變對飯店業之影響並不如對同是交通運輸業之客運、火車及飛機之影響來的深遠。 In this dissertation, we investigate the effect of resort hotel on high speed rail which was exemplified by Cosmos Hotel and Janfusun Prince Hotel, and we examine the change of management tactics, marketing strategy and rate of accommodation. We collect the evidence of information by interview based on the case study method of Yin (2001), and then study these two hotels’ interval, external, SWOT analysis and their influence by high speed rail. We find that there is great difference of effect on high speed rail between different types of hotels. In substance, the rate of accommodation of hotels increase and north and south passengers could spend their weekends efficiently, for example, the discrepancy of the number of tourists in slack and peak season was narrowed thanks to the high speed rail. In addition, it provides business travelers a new traffic choice that is more comfortable and convenience, and business travelers could save some time. It is no doubt that high speed rail provide a brand-new traffic tool for medium and long range passengers, but we consider that the effects of resort hotels are not that deep than other communication and transportation industry like passenger transport, train and airplane.
