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The Marketing Model of The Cultural and Creative Hotel for lifestyle industry- Case Studies of Amba Taipei Ximending and In Sky Hotel
Cultural and Creative Hotel
Amba Taipei Ximending
In Sky Hotel
In the recent years, the domestic tourism industry has grown more vigorously than ever before. As of December 31, 2014, the number of legally registered hotels has reached 2,899. Different from traditional hotel Marketing model, the “Cultural and Creative Hotels” are looking for innovative ways to embrace new marketing strategies, combined with creative industries and tourism all together in order to take the lead on the hotel business market. This dissertation aims to discuss the development and Marketing model of the cultural and creative hotels through the developing cultural and creative lifestyle. How the Marketing model interacts with cultural and creative industry, and the development of cultural and creative hotels for the future are the main purposes of this study, and hopefully also become the informative data for hotel management. Thus, the research methodologies include the close interviews with hotel managements, scholars, experts, and visitors. Two specific hotels, the Amba Taipei Xinmending and In Sky Hotel, had been chosen for the interviews and developed as case studies to support the research. After collecting and analyzing all available data through the methods previously discusses, the synthesize findings led us to the following conclusions: 1.The usage of cultural and creative ideas is considered to be value-added component to the hotel business model; 2.The new business model amplifies customer satisfaction and stimulates the bond of creative industry and urban lifestyle. It is also suggested that the tourism industry in Taiwan should emphasize more on training professional development of the cultural and creative administrators and elite; meanwhile, hotels owners should be open to the new business model, which link the local culture and lifestyle to elevate compelling customer experiences. It is undeniable that the revolution of new hotel business model is irrevocable!
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