Localization Business Strategy of Taiwan Hotel Industry — Reference Analysis and Case Study
| Autor: | YANG, YEN-PANG, 楊衍邦 |
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| Rok vydání: | 2018 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 國際高階經營管理碩士在職專班(IEMBA) 106 In recent years, the growth rate of the hotel industry in Taiwan is stagnating, and the performance is influenced by fluctuations in the economy, tourist season, and competitive pressures that are difficult to have breakthrough growth. This study analyzes the current situation and problems of the hotel industry in Taiwan. The “localization strategy” as a topic to explore whether the localization trend can drive the development of Taiwan's local hotel industry is used. The PEST analysis method is employed to study the industrial background of the hotel industry in Taiwan. In order to gain a deep understanding of the research subjects, the study interviews an owner of Homestay-Y Homestay to obtain more information and make some research suggestions through SWOT analysis. The study finds that the Taiwan hotel industry is in a highly competitive situation. From the business trends of the industry, it can be found that in response to customers’ demand, the hotel industry has offered several strategies, such as developing its own hotel features, various hotel marketing methods, and providing diverse integration of services, etc. Among these, the integration of localization features is a popular method, and through the process of communicating with the interviewed B&B, it is found that many service orientations and customer experience processes can be integrated into local characteristics, giving visitors an extraordinary experience in the local experience, and such an experience and atmosphere does not necessarily need to start from the tourism industry, starting from the hotel industry can provide a more comprehensive process of on-site travel. With the rapid growth of technology, changes of time, and changes in the habits of the general public, the hotel industry in Taiwan has not only changed its operations in response to changes but also developed its own hotel style and established its brand image. The characteristics are the starting point, along with the local growth and the proposed strategy, and provide guidance on future direction and development of localization. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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