| Summary: | 碩士 === 亞洲大學 === 休閒與遊憩管理學系碩士在職專班 === 104 === In recent years, the tourist hotels have been springing up like mushrooms in Taiwan and bring generous economic efficiency at the same time. Furthermore, the small and unique "boutique hotel" is especially popular among high end consumption crowds. However, compared with star hotel or bed and breakfasts, boutique hotel may have more limitation of resources. Meanwhile it faces a highly competitive market and various customers’ demands. In order to sustainable operation, except for traditional business operation, the boutique hotel’s owners should develop innovation and continue improve service quality.
In reviewing the past researches of boutique hotels, mostly study on adding brand value, service marketing, or customer’s satisfaction. However, this paper will research the spiritual content of Volando Urai Spring Spa & Resort, which is cultural and creative. It analysis hotel owners implement cultural and creative industries into the business, and then bring what kind of effectiveness. On the other side, use the frame of James March’s Exploration and Exploitation in Organizational Learning (1991) to explore how the example cases both have exploratory and exploitative innovation to meet demands of new economy age.
After research and analysis, we understand that if hotel continue develop cultural and service innovation, it shall bring the different customer perceived value then keep advantages in the competitive market. The key points as below:
1. Market segmentation is very important for boutique hotel. To deepen this, cultural connotation is absolutely necessary. It makes hotel to present a new appearance whether in substantial or spiritual level. Therefore, customer’s travel quality has also been improved
2. To fully integrate local resources and culture could bring more advantages for the hotel. It is the fundamental to develop various new kind services differ from before. At the same time, training local employees who could provide individual service for each customer is the key for successful service.
3. To archive market segmentation, and keep competitive advantage, explore innovation is indispensable. It is especially necessary for the hotel that business operation is in a predicament.
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