Don’t Be a Passing Fad探索旅館主題式經營之持續競爭優勢

Abstract

餐旅市場競爭日益遽增，為追求組織差異化，提升競爭優勢，主題式經營從美國賭城拉斯維加斯發展而來，近年來，在亞洲地區逐漸備受重視；透過主題的建構，讓顧客能有比一般商務或休閒旅遊能有更高層次的體驗，並對此主題有更多認識且能打造優質舒適的住宿感受，進而提升回客率及再購意願。然而，主題式經營需仰賴比一般經營更高的開銷成本，來打造硬體的特殊性、服務的精心安排以及其它相對資源的搭配，又如果在開發時期評估錯誤的開發方向，有可能因其硬體資產的固定性，難以更改，使其有著「曇花一現」的潛在風險。過往研究多以「體驗行銷」作為主題式經營的理論分析背景，較缺乏以企業整體經營導向的層次去看待主題式經營的優缺點以及如何創造持續的競爭優勢，故本研究以資源基礎理論探討旅館主題式經營之持續競爭優勢，訪談對象為兩岸地區十一家皆為本土經營品牌且擁有主題式經營之旅館，以半結構訪談法探討主題式經營之旅館在內部資源的評估及持續競爭優勢的策略。研究結果顯示，在主題式經營定義上，多以著重硬體與軟體的互相搭配與支持為核心，並可將主題選擇的類型分為：一、依著周邊遊憩資源為主題展現；二、觀察客群喜好設計主題風格及三、欲尋求新市場需求而進行主題經營探索，而在財務資源上則較少著墨；內部資源對於主題建構之展現，透過館內裝潢、活動以及周邊資源來鞏固住宿體驗，缺一不可。最後，對於主題式經營核心且優於其他競爭者的競爭優勢能以不斷創新及創造品牌核心價值等策略來持續與優化，讓主題式經營能不是曇花一現，而是幫助旅館細水長流、事業長鴻的優良策略，並為主題式經營旅館帶來持續競爭優勢以及兩岸比較之結果。Theming has become the most powerful strategy for hospitality. Hotels have embodied the specific theming strategy become a great upsurge. Theming has created the differentiation of hospitality market. In the strategy management field, differentiation has placed a significant role whether can protect firms from the existing and potential competitors, obtain higher returns at a premium, and reduce the threat of substitution by alternatives. The first section establishes a theoretical foundation through a review of strategy literature on theming. The second section proposes a conceptualization of theming strategy’s sustained competitive advantage (SCA) consisting of firms intrinsic resources based on resource-based theory (RBT), also, describe the assessment of key sustainable factors of theming strategy through interview the superior manager of 11 hotels in Mainland China and Taiwan that have adopted the theming strategy. The final section discusses the study’s findings, implication, and suggests directions for future research. As this research is one of the first studies in the hospitality field that identifies the resources and capabilities of the hotels’ theming strategy from the inside viewpoint, the contribution of this study will, and can conceptualize and discover the key factors to sustain the competitive advantage of themed hotel managing strategy.