Strategic Positioning of Tourist Hotels of Four Areas in Taiwan: The Application of Boston Consulting Group (BCG)-like Matrix Model

• Main Authors: Hsueh, Fang-Wei, 薛方瑋
• Other Authors: Hu, Jin-Li
• Format: Others
• Language: en_US
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/a3zpw8

碩士 === 國立交通大學 === 企業管理碩士學程 === 103 === This study analyzes the revenue structure of tourist hotels from different four areas in Taiwan and use a quantitative method to describe the change of the individual positioning from the last 14 years. We use the Mann-Whitney U test to exam if there are significant difference shows in the food &; beverage (F&;B) revenue of these four areas. Besides, we also adopt the BCG matrix, which was develop by Boston Consulting Group in 1970 s, to depict the area-based change and dynamic positioning of single famous hotels from 2001 to 2014. Empirical results show that room and F&;B revenue grow with the time. The tourist hotels located in northern and southern regions equally focus on both two revenues and are also the most internationalized ones in four areas. The central region did not show any specific pattern of change. The tourist hotels in eastern region mainly rely on the room revenue. Additionally, not only the international tourist hotels but also the standard tourist hotels in four areas are getting more internationalized.