A Study of Brand Positioning and Pricing Strategy of Boutique Hotels in Taiwan

in International Symposium (poster summary), 國際研討會(摘要海報發表)
標題A Study of Brand Positioning and Pricing Strategy of Boutique Hotels in Taiwan
出版類型國際研討會(摘要海報發表)
出版年度2012
AuthorsChi-Ting Chen, 陳琪婷, & Pei-Chun Lai 賴佩均
出版日期Aug 2 2012 12:0
會議地點Providence, Rhode Island
其他編號0000
中文摘要

Due to the prosperous development of tourism industry, hotels have been rapidly growing in the recent years in Taiwan. To differentiate the market segments, the concept of boutique hotels has been successfully developed and implemented to attract customers who enjoy new style of hotel design and operation. Thus, this study is to gain the insight perspectives of how boutique hotels create the market strengths by brand positioning and pricing strategy. The total of ten executive managers engaged in boutique hotel business was interviewed individually. The findings of the study provide useful information for the boutique hoteliers and management to establish their marketing strategy for the enhancement of competitive strengths.

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