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A Case Study of New Era Art Resort & Spa About Its Business Evolution and Coping Strategies with Covid-19

In: Proceedings of the 4th Asia Pacific Management Research Conference (APMRC 2022)

Author

Listed:
  • Tsai-Yu Lai

    (Asia University, Department of Business Administration)

  • Li-Shiue Gau

    (Asia University, Department of Leisure and Recreation Management)

  • Chung-Hsing Huang

    (Asia University, Department of Business Administration)

Abstract

This case study takes the “New Era Art Resort & Spa” as the study case. This research aims to explore the evolution of its business models and managerial strategies used when facing the business crisis caused by Covid-19. For research methods, this study adopts the case study method and inquiry research design along with the application of systems thinking, PEST and industrial analyses, and the SWOT tool. Original data were collected by observing the operation status of the case and interviewing the operators and key managers. Based on the interview, observation results and other secondary data, New Era Art Resort & Spa adjusted its management strategies to target top customers that were willing to pay higher prices for luxury camping where a quieter and more refreshing natural environment was established to stay away from crowds during the epidemic and go sightseeing and consumption in suburban resorts. Additionally, part of the land in the park will be redeveloped to build large-scale commercial villas as a reception and recreational place for business guests and employees. This management strategy will generate financial revenue by selling villas to offset the debt and improve the financial situation. This will help the park to survive the impact of Covid-19.

Suggested Citation

  • Tsai-Yu Lai & Li-Shiue Gau & Chung-Hsing Huang, 2023. "A Case Study of New Era Art Resort & Spa About Its Business Evolution and Coping Strategies with Covid-19," Advances in Economics, Business and Management Research, in: Eva Hotnaidah Saragih & Rike Penta Sitio & Rosita Fitriyani & Dhinar Silalahi & Yeneneh Tamirat Nega (ed.), Proceedings of the 4th Asia Pacific Management Research Conference (APMRC 2022), pages 338-345, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-076-3_25
    DOI: 10.2991/978-94-6463-076-3_25
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