Abstract
A study was conducted via questionnaire to explore the impact of business strategy of hotels at Kenting Area on customers’ tourism behaviors, motivations, and satisfaction. The results of the research were as follows: the most were tourists visit Kenting on holidays, the majority of the tourists were males, aged 21-30, students, general and vocational high schools, from the southern Taiwan, with personal monthly income of NT$20,001 - NT$40,000, the most were tourists visit this hotel for the first time as individual tourist. The features of tourists was went to Kenting to play and stay overnight, and the critical for the business management of hotels was aim to leading innovation and sustainable development, followed by the most important strategy for learning experienced activities, we recommend to have such package tour for the hotel marketing, to mainly focus on the professional manpower training of hotels, and the partnership of hotels were alliance strategy to create the profit maximization.