An Application of Scenario Oriented Method to Business Model for Designing Featured Hotel in Taiwan - A Case Study of C Design Hotel
|Keywords:||劇本導引;劇本法;在地設計旅館;顧客價值主張;商業模式;Scenario Oriented;Scenario;Local Design Hotel;Customer Value Proposition;Business Model||Issue Date:||2016||Abstract:||
自90年代起政府積極推動觀光產業，訂定觀光客倍增計畫，逐步開放大陸旅客來台觀光，讓觀光客人數逐年攀高，並於民國104年突破1千萬人次大關，創下了新的里程碑。在這波觀光旅遊業的大浪潮中，眾多產業紛紛投資興建旅館，因而產生市場趨近於飽和的樣態。 由於興建旅館具備資本密集投入，且完工啟用後難以再次修改方向、修正缺失的特性，因此在興建旅館過程中，如何讓出資的業主、設計團隊與後續接手營運團隊，凝聚設計元素、契合營運、市場銷售，以避免業主承受系統性風險之損失，此為旅館業經營者的一大難題。 本研究以C文旅開發歷程作為主軸，說明如何透過劇本導引（Scenario Oriented）此項核心工具，建立業主、設計團隊與營運團隊的溝通平台整合意見後，因而完成一家獨特的在地客製化設計旅館（Design Hotel）。 同時亦透過目標焦點族群深度訪談的質性研究方式，了解多家旅館業主於過往的開發經驗中，所要完成的主要任務、獲益與難以突破的痛點。在深度訪談彙整後，以旅館專業團隊召開工作坊的方式，探討商業模式（Business Model）九大構面，獲取完整顧客素描，再導入顧客價值主張（Customer Value Proposition），深度探討並提出顧客價值主張與目標焦點族群產生價值適配，於此步驟後也嘗試從顧客價值主張中，驗證劇本法是否有助於在地設計旅館之開發。 商業模式的九大構面探討後，完成價值適配、確立顧客價值主張，研討客製化在地設計旅館開發時的發現與困境，本研究期以此商業模式未來能反饋旅館開發歷程、創造產業亮點，為台灣觀光業灌注新活力。
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.
|Appears in Collections:||商學研究所|
Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.