Hotel Royal Chiaohsi: Poetry festival

Hotel Royal Chiaohsi, a hotel brand, launched a poetry festival in Taiwan to increase occupancy.

Situation Analysis

As Taiwan came together to control the outbreak of Covid-19, the country gradually returned to a semblance of normal activity in the summer of 2020. Vacationers began traveling domestically once again, and Hotel Royal Chiaohsi, a landmark five-star resort, became a popular destination, with occupancy rates almost double those of other local hotels in the first half of the year (source: 2020 Tourism Bureau, MOTC. Taiwan).

However, in early August, a different kind of outbreak threw all of this into question. Around 165 hotel guests and staff members at hotel tested positive for norovirus. Negative news and social...

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