| Summary: | 碩士 === 義守大學 === 管理碩博士班 === 107 === The hotel travel industry originated from ancient Rome and China''s post house. There were has a long history. In the early days, hotels in China were called inns, which were usually found in the roads where the caravans passed or often gathered. The station was a place to provide simple accommodation for businessmen. Business people can get rest and food supplements in this place.
Today, the hotel has developed into a tourism industry that provides diversified facilities and services. The source of tourists comes from all walks of life, from the head of state to the general citizen. The professional management, professional competence and multi-disciplinary knowledge of the hotel management can cater to the needs of all guests. By December 2016, the number of total hotels in the world''s top ten international tourist hotel groups was more than 50,000, with a total of 6.12 million rooms, indicating that the industry is highly close to the public.
The purpose of this study is to understand the development and current situation of the hotel in recent years, and to analyze Taiwan''s tourism statistics, Taiwan travel industry data, and historically representative tourist hotels'' revenue data for the past years in the context of their economic and regional environment. Through SWOT, TOWS, five-force analysis, STP market analysis and the advice provided by professional managers with rich experience in the industry, the integration of various aspects of the information is proposed inside the hotel, outside the hotel, combined with the government and five aspects (production and operation management, marketing management, human resource management, research & development management, finance management) advance management strategy recommendations.
In the past ten years of tourism data, the number of Chinese tourists in Taiwan has increased significantly year by year. In recent years, Taiwanese people have poor consumer confidence. It is suggested that the hotel''s internal marketing strategy can be turned into a customer source that has not been valued and lacks supporting practices in the past. In addition, conference groups are the most promising source of income and revenue in hotel marketing. In the past, the proportion of other channels in the Internet marketing to its official website is out of balance, and it should be guided to make use of the official website to make more effective.
In the large-scale activities such as the New Year''s event, the Owner''s group revenue and occupancy are higher than before. Unfortunately, these kind of activities are not often held. The hotel can combine the relevant industries and the government to lead the car racing near the hotel, which will have a positive effect on Kaohsiung''s external image include related industries.
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