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The COVID-19 pandemic has a significant adverse impact on hotel and tourism industry. Facing a dilemma about how to coexisting with COVID-19, some hotels were struggle against the business closure, others made every effort to implement new business model, such as optimize take-out and delivery service as reaction strategy to adapting the pandemic peak, or even take this opportunity initiate a property reconstruction and hope to revive in the future.
Unlike previous hotel operational strategy simply aimed to fulfill the demand of business and sightseeing travel market, post COVID-19 era accelerates the enterprise transformation from quality enhancement to fundamental change of business. Strategic initiatives were introduced under the circumstances in order to grasp the core variation of market segmentation and its diversified development. Hence, tactical decision making involving the influence of globalization perspective, restructuring organizational culture were launched for the purpose of differentiation strategy and competitiveness enhancement.
Talent acquisition is essential during these enterprise transformations. The "two-factor theory" is used in this research to study for talent attraction strategy and establishment of talent cultivation system in order to enhance competitive advantages while reaching a consensus to make innovation in operation and service experience.
The competitiveness of the sustainable operation relay on master the precise strategic marketing analysis. This research focuses on the 4Cs of the strategic marketing analysis, analyze the case study company’s current situation and transformation strategies. Aiming on transformation of tourism industry during the post-pandemic era, discover the critical success factors and competitive advantages and validate the application in tourism and hotel industry.
The study applies Business Model Canvas (BMC) to assist the case Hotel A in establishing a clear core value and target customer groups, using key resources for marketing, promoting through the two-way interaction mechanism on various channels and platforms. Moreover, using the elements of 4Cs to analyze consumers’ demands, reduce related costs, build customers’ loyalty, create brand values, and increase customer engagement. In addition, according to the estimations from Taiwan Tourism Bureau and the World Travel and Tourism Council, domestic and international tourism industry will be active as the pandemic gradually eases. After the border is opened, large number of international tourists will still visit Taiwan. The hotel and tourism industry will face a large demand for manpower due to the brain drain during the pandemic. Therefore, talent cultivation, professional training and completed benefits package are important issues.
The result of this research is expected to promote remodel of Taiwan hotel industry during post-pandemic era by apply strategic marketing framework analysis (4C) according to each product positioning and design unique but differentiate service to obtain long-term customer loyalty. Furthermore, prefect the distinctive talent cultivation system and establish full function training structure under the highly competitive environment of talent acquisition, to lay out the foundation of essential human resource assets.
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