An Application of Scenario Oriented Method to Business Model for Designing Featured Hotel in Taiwan - A Case Study of C Design Hotel
Date Issued
2016
Date
2016
Author(s)
Chang, Tung-Hao
Abstract
Because of efforts made by the Taiwanese government to promote the tourism industry in the 1990s, formulate the Taiwan Double project (introduced to double the number of visitors to Taiwan), and gradually open its door to Chinese tourists, the number of visitors to Taiwan has grown annually. In 2015, the number of visitors to Taiwan exceeded 10 million, setting a new record. The success enjoyed by the tourism industry has prompted many businesses to invest in hotel constructions; however, the hotel market has approached market saturation as of today. Because hotel construction entails capital-intensive investments and that modifications and revisions are difficult to make once hotels are built and operating, the effective and favorable combination of design elements, hotel operation, and related marketing between hotel owners/investors, design teams, and subsequent management teams (that take over hotel operation) is necessary to protect hotel owners from systematic risks and losses from hotel construction. The complexity of the issue has troubled hotel industry managers. In this study, the course of C design hotel development was used as the example to explain how a scenario-oriented core instrument was used to establish a communication platform for hotel owners/investors, design teams, and subsequent management teams to integrate their ideas, from which a unique, customized local design hotel was built. In addition, a qualitative research method was adopted, in which in-depth interviews were conducted with target focus groups to learn about the main tasks to be accomplished, profits to made, and obstacles to be overcome by hotel owners during the hotel construction/operation process. After compiling the in-depth interview results, a workshop was held for professional hotel teams to explore the nine major dimensions of a business model, from which complete customer profile was obtained. Next, customer value proposition was introduced to perform an in-depth investigation on the value fit between customer value proposition and target focus groups. Finally, customer value proposition was employed to verify that the scenario-oriented method is beneficial for the development of local design hotels. After studying the nine major dimensions of the business model, we identified the value fit, established customer value proposition, and discussed matters and obstacles related to the construction of customized local design hotels. We hope that this business model can serve as reference during the course of hotel construction, create special attraction to the industry, and instill vitality in Taiwan’s tourism industry.
Subjects
Scenario Oriented
Scenario
Local Design Hotel
Customer Value Proposition
Business Model
Type
thesis
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ntu-105-P03746004-1.pdf
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