A Study on Cultivating Competencies of Sales Personnel forHotel Industry

• Main Authors: Chiu-Wen Chen, 陳秋妏
• Other Authors: Yi-Min Li
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/33221526683911852499

碩士 === 國立高雄應用科技大學 === 觀光與餐旅管理研究所 === 102 === In an age of globalization and knowledge economy, new hotels compete intensely to enter into the market. Tourist hotel industry has to cultivate outstanding marketing staff to enhance the competitiveness to attain the best performance. The human resource training program could be developed based upon competency analysis of sales personnel. With appropriate training methods, it will cultivate prominent staff. This study has reviewed literature on competency of hotel marketing staff and human resources education, and summarized three dimensions of competency of hotel sale staff: core competency, knowledge competency, and skill competency. It also develops ten sub-dimensions and forty-three key factors, based on the modified Delphi Technique. According to the expert survey, the importance of competency is rated as following: (1) market conditions,(2) market development, (3) sales preparation, (4) behavior and attitude, (5) personality traits, (6) customer services (7) customer relations, (8) the sale set, (9) the negotiation of communication, (10) sales tool. The study consult experts with questionnaire interviews to assess the prevailing training method of competency. The result derives a ranked list: (1) classroom training, (2) in-house training, (3) personal training, (4) apprenticeship training, (5) outside training, (6) case study method, (7) computer -aided instruction, (8) role playing method, (9) group training, (10) lecture method, (11)demonstration method, ( 12) panel discussions, (13) job rotation, (14) Visual-aided, (15) sensitivity training, (16) simulation training, (17) self instruction , (18) seminar method, (19) Virtual Classroom Training, (20) programmed instruction method. The results of this study propose indicators of core competency and training methods for the hotel industry to adapt for their training program. Finally, certain suggestions for the hotel industry and research are addressed.