Abstract

亞洲地區觀光服務產業大幅成長,對於國內旅遊業之發展,兩岸三地的互動,創造觀光人潮,帶來一波新的商業機會,不僅政府積極的推動,民間企業亦參與創投。然而旅館產業受到其產業特性的影響,在經營上有其限制與風險,比如鉅額資金構成進入障礙、受地理區位限制大、旅館建築結構無法改變等,在全球化競爭下,對於早期業者漸失競爭力,短期供給無彈性。在服務管理方面,技術容易模仿、系統性風險及兩岸政治上的風險,應該如何避免,如何透過持續的服務創新與品牌經營,產生營運績效並降低經營風險。 由於社會趨勢的轉變,亞洲中產階級的崛起,形成了「新興市場」,追求平價奢華的新體驗消費形態,因此,本研究針對新興市場的趨勢、富裕大眾市場行銷(Nunes,P. & Johnson,B., 2009),以消費體驗為導向,從當代藝術管理與旅館管理兩個面向切入,並以設計思考創新策略,為傳統旅館重新定位,創建新品牌價值。透過數位科技創新,讓作品能與旅館的場域結合,提高藝術能見度,並透過數位化資料的管理及派送,應用到旅館的形象設計、空間應用、消費者互動使用,讓消費者在一個旅程的體驗上,也多了藝術的體驗。 透過本研究結果,為傳統旅館重新定位,建立新品牌,並提出創新品牌管理模式:- (一) 建議傳統旅館提供連鎖化、科技化、人性化的服務, 擴大企業經營範疇,提昇獲利績效, 達到利益關係人的滿意,創造多贏的商機。 (二) 當代藝術為概念的連鎖品牌旅館設計,為旅館附加價值,其中包括與旅館結合之藝博會或為當代藝術展示空間之設計規劃等提供消費者與藝術作品互動The tourism industry has been experiencing rapid growth in Asia. In terms of the growth of the domestic tourism industry, the collaboration between Hong Kong, China, and Taiwan have effectively attracted a large tourist population, which has fostered new business opportunities in Taiwan. Not only has the government promoted this process, but also private sectors have invested in this industry. However, due to the unique characteristics of the hotel business, there are certain limitations and risks associated with it,. For example, such as large investment fund required for getting into the business, the hotel’s geographical location, and the difficulty of improving the existing building structure, etc. The early investors in the hotel business are losing their competitive edge in face of global competition, which has caused a hotel supply shortage. Due to the fact that the techniques of services and management are often easily copied or duplicated, plus the potential systematic and political risks, it is critical to continuously innovate in the area of services and branding in order to avoid the operational risks and increase the business profits. As the social structure and consumer market continue to change in Asia, the rising middle-class has formed an emerging market where the consumers expect high quality with a fair price. Therefore, this research focuses on exploring the new market trend in the hotel business from the consumer’s expectation, as well as from the art management and hotel management perspectives using the design thinking approach with the goal to provide new business definition and the value of branding to the traditional hotel business. Through the digital technology, the art exhibition can be integrated into the hotel proximity to increase the visibility of an art piece. This approach, implemented through digitalized management and processing, not only can be applied to the hotel image design and facility utilization but also provides a unique travel experience to the hotel customers. As summarized below, the objective of this research is to establish new branding and to provide ideas for creative management model in order to re-position the traditional hotel industry: 1). Provide analysis and recommendations to the traditional hotel business on how to create a win-win business opportunity and increase investors’ satisfaction through franchising, technology and services as well as expanding the business scope and increase the business profits. 2). Discuss the design of franchise hotel chain integrated with contemporary art exhibits, which adds values to the hotels, including the ideas such as utilizing hotel space for Arts Expo or modern art exhibition to provide an opportunity for the interaction with potential customers

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Last time updated on 10/04/2020

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