SWOT Analysis and Competition Approaches of Hotels in Guangzhou

Abstract

The purpose of this exploratory research was to identify the strengths, weaknesses, opportunities, and threats (SWOT) of hotels in Guangzhou. More importantly, the research explored the competition methods they employed or will employ to enhance opportunities and neutralize the threats in the market. The research methods include literature review in relation to competition approach and environmental analysis and focus group involving hotel managers in Guangzhou. A modified nominal group technique was utilized in this study. 14 focus group participants were solely recruited from 3-star and above accommodations within Guangzhou city. The results show that the commonly used competition methods used or will be used included (a) strategical alliance, (b) creation and innovation, (c) hotel expansion, (d) human resources enhancement, (e) quality improvement, (f) marketing strategy, and (g) social awareness.