| Summary: | 碩士 === 南開科技大學 === 休閒事業管理研究所 === 104 === In recent years, tourism & leisure industry in Taiwan has gradually become a star industry and its economic benefits have also surpassed other benefits of traditional industries. Besides, tourism & leisure industry earns a lot of foreign exchange for a country and becomes one of the most important economic policies for many countries globally. For this reason, the Taiwan authority has aimed its policies at promoting tourism & leisure related services and facilities such as providing more convenient transportation systems and creating better travel environments for its tourists. Due to the continuing growth of tourists, upgrading the hotel industry has become an urgent priority among those promoted policies. Therefore, the purpose of this study was to investigate the business strategies, internet marketing, supply chain management, and industrial business models of hotel managers around the Sun Moon Lake areas. In-depth interview was applied to realize the purpose for this study and finally was finalized to establish an effective model for small and medium hotel management around the Sun Moon Lake areas.
The results found that the hotel management of Sun Moon Lake, in business strategy and online marketing patterns, is still small hotels room & catering services oriented and is supplemented with online marketing plan, hotel's official website, or online booking system. Due to poor integration of industry resources, and the lack of funds and staff, the marketing plan is usually executed by web marketing agencies. In addition, small and medium hotelier should promote their business marketing and strengthen the integration of cross-industry alliances and governmental resources to attract more customers. At the end, the researcher of this study suggested that a hotelier: (1) should cooperate with other industrial alliances to develop and extend the tourism & leisure industry；(2) should cooperate with other hotelier to stabilize his/her market position and quality; (3) can duplicate successful business models to provide higher quality services; (4) establish an information integration platform to provide sufficient tourist information and enhance internet marketing. Thereby, this study would help the hoteliers in Sun Moon Lake areas to increase their competitive advantages toward sustainable development.
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