| Summary: | 碩士 === 國立政治大學 === 經營管理碩士學程(EMBA) === 101 === The tourism industry has been experiencing rapid growth in Asia. In terms of the growth of the domestic tourism industry, the collaboration between Hong Kong, China, and Taiwan have effectively attracted a large tourist population, which has fostered new business opportunities in Taiwan. Not only has the government promoted this process, but also private sectors have invested in this industry. However, due to the unique characteristics of the hotel business, there are certain limitations and risks associated with it,. For example, such as large investment fund required for getting into the business, the hotel’s geographical location, and the difficulty of improving the existing building structure, etc. The early investors in the hotel business are losing their competitive edge in face of global competition, which has caused a hotel supply shortage. Due to the fact that the techniques of services and management are often easily copied or duplicated, plus the potential systematic and political risks, it is critical to continuously innovate in the area of services and branding in order to avoid the operational risks and increase the business profits.
As the social structure and consumer market continue to change in Asia, the rising middle-class has formed an emerging market where the consumers expect high quality with a fair price. Therefore, this research focuses on exploring the new market trend in the hotel business from the consumer’s expectation, as well as from the art management and hotel management perspectives using the design thinking approach with the goal to provide new business definition and the value of branding to the traditional hotel business. Through the digital technology, the art exhibition can be integrated into the hotel proximity to increase the visibility of an art piece. This approach, implemented through digitalized management and processing, not only can be applied to the hotel image design and facility utilization but also provides a unique travel experience to the hotel customers.
As summarized below, the objective of this research is to establish new branding and to provide ideas for creative management model in order to re-position the traditional hotel industry:
1). Provide analysis and recommendations to the traditional hotel business on how to create a win-win business opportunity and increase investors’ satisfaction through franchising, technology and services as well as expanding the business scope and increase the business profits.
2). Discuss the design of franchise hotel chain integrated with contemporary art exhibits, which adds values to the hotels, including the ideas such as utilizing hotel space for Arts Expo or modern art exhibition to provide an opportunity for the interaction with potential customers.
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