近年來，台灣的觀光旅館產業蓬勃發展，歷年來台旅客人數持續成長，2019年達到1186萬人，創下歷史新高，然而2019年12月爆發新冠肺炎（COVID-19）疫情，世界各國嚴格實施邊境管制以防止新冠肺炎病毒的傳播，觀光客銳減，重創了許多觀光產業，觀光旅館業直接面對疫情衝擊而陷入艱難的處境。新冠病毒使得許多觀光旅館業的營業額降低，導致業者難以生存。因此，本研究以國內觀光旅館為研究對象，以深入訪談法探討觀光旅館業者在新冠疫情期間，經營管理方面所採取的因應措施，以及在行銷方面的創新手法。最後提出疫情緩和、住宿旅客大量回流之後，觀光旅館業面對的問題以及未來的經營管理與創新行銷建議。

In recent years, the tourist hotel industry in Taiwan has been booming. The number of inbound visitors had continued growing over the years and record high of 11.86 million in 2019. However, the outbreak of new coronary pneumonia (COVID-19) epidemic in December 2019, countries all over the world strictly implemented border controls to prevent the spread of Novel Coronavirus Pneumonia. As a result, tourists had dropped sharply and many tourism industries had been hit hard. The tourist hotel industry was facing the impact of the epidemic directly and was in a difficult situation. The new corona virus had reduced the revenue of many tourist hotel industries, making it difficult for the operators to survive. Therefore, this study took domestic tourist hotels as the research object, and used the in-depth interview method to explore the management measures taken by tourist hotel operators during the COVID-19 epidemic, as well as the innovative marketing methods. Issues faced by tourism hoteliers were presented, along with recommendations for future management and innovative marketing.