「義大城」造鎮開發之可行性評估－以天悅國際大酒店爲例

To Assess the Feasibility of Development for Yi-Da City Building Projects-Tain-Yue InternAtional Hotel as an Example

王明元(Ming-Yuan Wang) ； 莊孟輝(Meng-Hui Chuang)

《商業現代化學刊》 4卷3期 (2008/03) Pp. 133-145

https://doi.org/10.6132/JCM.2008.4.3.10

摘要

二十一世紀快速變革的時代，人們過著高工作量且高度壓力的生活，在「工作即休閒」的口號中，追尋休閒渡假機會，藉以釋放工作壓力與辛勞，早已成爲人們生活中不可缺少的一部分，爲迎合上述需求，義聯集團在高雄縣大樹郷觀音山上，以百億造鎮計劉，獨力進行23萬坪的土地開發，結合學校、渡假飯店、展場、購物商圈、遊樂場…等多樣性綜合商閥，名爲「義大城」。本研究主要在探討觀音山「義大城」觀光遊樂產業議題，透過文獻研究，及以SWOT分析，探討「天悅國際大酒店」未來之優、劣勢和機會與威脅，作爲未來經營方向之參考。結論發現「義大城」的觀光遊樂產業，若能永續經營，未來需加強之部分爲：(1)開拓新道路銜接國道10號，使之交通便利(2)爭取輕軌捷運燕巢段至羲守大學(3)結合異業結盟，拓寬銷售通路(4)提高媒體曝光率(5)發行套裝行程券複合式行銷(6)加強台灣特有文化及商品並與政府機情合作推廣以爭取外國觀光客(7)獎勵內部消費(8)加強淡季行銷。

關鍵字

義大城 ； 渡假飯店 ； 綜合商圈 ； 異業結盟

並列摘要

In the rapidly-changing era of the 21st Century, people have lived with heavy workloads and high levels stress. The slogan of ”work is leisure”-through the vacation to release work stress and pain-has become an indispensable part of people's lives. To meet the demand, the E-Unite group plans a new investment of 10 billion New Taiwanese Dollars, and proceed with 23 million ping of land development. The schools, resort hotels, exhibition areas, shopping trade circles, playgrounds, etc., in the Guanyin Mountain area of Dashu Township, Kaohsiung County, will he called ”Yi-Da City”.
The topic of this study is to explore Kuanyin Mountains Yi-Da City's tourism industry, through literature research and a SWOT analysis of the ”Tian-Yue International Hotel” to analyze the strength, weaknesses, opportunities and threats, as a reference for future business direction. The conclusions will include that tourism in ”Yi-Da City” needs to strengthen, as follows, in the future, if it intends to maintian sustainable business:
(I) To open up new connecting roads to National Road 10 in order to facilitate traffic.
(2) To extend the light rail transit of the Yang-Chao section as far as Yi-Shou University.
(3) To combine with different industries an alliance for expanding sales channels.
(4) To increase media exposure.
(5) To issue a package coupon of combined marketing strategy.
(6) To merchandise goods which show cultural characteristics of Taiwan as part of a cooperation with government agencies to promote to foreign tourists.
(7) To reward internal consumption.
(8) To strengthen the marketing of the area during the slack season.

並列關鍵字

Yi-Da City ； Resort Howls ； Comprehensive Trade Circle ； Industries Alliance