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The global travel industry has always been known as “lack of chimney industry”, meaning the more the number of tourists, the more economic value it brings to the tourism industry. As the travel industry covers food and beverage, hotels, aviation, transportation, tourism, and many other relate industries, it contributes to the revitalization of active tourism-related industries. Since 2008, the government’s execution of the cross-strait direct flight policy, effecting the number of tourists from Mainland China to Taiwan, visitors growth grew in an alarming rate every year. On the other hand government has continued to promote related tourism policies that show concrete results in 2013, tourists to Taiwan reached over 800 million people total.
Four Points by Sheraton Taipei, Zhonghe Hotel was chosen as research objectives because it is the first Four Points brand hotel in Asia, it is a franchise hotel of Starwood Group. Although, the hotel location is not as ideal, but it was positioned and planned as business hotel with mid price range in Taipei by the Starwood group and hotel owners. The location allowed the hotel to operate with focus on business travelers and avoid the fierce competition in the niche markets of Taipei city where international hotels competes.
Research will also review the hardware facilities, location, services, and other conditions, in addition to detailed analyses of the success of Four Points by Sheraton Taipei through its international hotel brand, service value, content, and different training programs which create commercial value of the successful business model. This study focuses on global marketing of Four Points Hotel through Starwood, a standardized way of processes, professional management in order to enhance its competitive ability.
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