The Entrepreneurial Model and Entry Strategy of Entrepreneur in Hotel Industry

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Title:	The Entrepreneurial Model and Entry Strategy of Entrepreneur in Hotel Industry
Authors:	Mercy Lin
Contributors:	Department of International Business
Keywords:	hotel industry;entry strategy;entrepreneur
Date:	2006
Issue Date:	2009-11-16 11:33:37 (UTC+0)
Publisher:	Asia University
Abstract:	The flourishing development of the hotel industry comes from entrepreneur's investment and participation. There is an entrepreneur's painstaking management behind each hotel. What do entrepreneurs of hotel industry do originally? Why do they decide to enter the hotel industry? What are their strategies to enter the hotel industry? What are the factors attracting entrepreneurs to continue with hotel business expansion? All of the above questions are wanted to explore in this research. This research use grounded theory as the research approach and invite 11 entrepreneurs as the research object. This study finds three conclusions. First, before entry into the hotel industry, most entrepreneurs engaged in traditional manufacturing, building or construction industry. Dealers in building or construction industry can control hotel construction and acquisition of land more favorably. Therefore, they can also entry the hotel industry with lower barriers. Secondly, the market entry model will affect the management strategy in hotel industry. Lastly, this research finds that entrepreneurs think hotel industry is a high cost, low profit and painstaking business. On the other hand, entrepreneurs obtain much invisible harvest from the hotel business, such as friendship, praise from customers and the same trade, happiness of service, advance of corporate Image, personal networking, etc. Relatively, the parent company or affiliated business can obtain tangible and invisible profit. Those invisible benefits above let entrepreneurs to be willing to devote themselves to the hotel industry and regard the hotel industry as the undertaking in all their life.
Appears in Collections:	[Department of International Business] Theses & dissertations

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