Taking an Expended View of Customer to Construct Hotel Rating System

An attention on leisure consciousness and related activities by Taiwan people also signifies an enhanced standard on service quality and demand satisfaction of tourism and leisure industry, in which a perception of customer satisfaction perceived by consumers in terms of appraisal dimension and measurement was gradually replaced by intangible accommodation experience or personalized service by service personnel from tangible hardware facilities and equipments in the past. Tourism Bureau of Republic of China has recently announced the execution of “hotel rating system” which suspended for nearly twenty, an announcement of this policy has caused considerable echoes and support to scholars from the academy and the industry and consumers with regard to hotel business, the hotel industry in Taiwan will only be able to get connected with international tourism market so as to inspire the global awareness of tourism market in Taiwan through the implementation of “hotel rating system”. The study follows the assessment standards of “star hotel rating system” promoted and implemented by Tourism Bureau, Ministry of Transportation and Communications (MOTC) in 2010, to conduct analysis in terms of SERVQUAL’s five dimensions proposed by Parasuraman, Zeithamel and Berry (1985). According to the research results, the hotel rating system in Taiwan is badly in need of an attention to the establishment and assessment of indicators in terms of “service assurance” and “service empathy” dimensions, the results also indicated that tourists make judgment based on “tangible hardware” along with “intangible service” provided by the hotels, are important determinants to enable a differentiation.