| Hotel A was built in the late 1980 s and opened in the mid-1990 s.It is now listed as a 4-star hotel.As the first Sino-foreign joint venture hotel in SC Province,with high construction standards,high design positioning and high investment,it was considered as the image of SC tourism and M city.Hotel A has never undergone a overall renovation since its opening,and has been marginalized because of outdated facilities and equipment,and this trend has been further aggravated by the entries of star hotels in recent years.In order to making use of the opportunity of industry adjustment to improve the facilities and equipment,and to seize the historical opportunity brought by the reform and upgrading of regional development,and to meet the future development prospects of the economic environment and tourism market,and to enhance the market competitiveness of the hotel,and to achieve the strategy of the hotel development,to upgrade the outdated facilities is considered to be imperative.This thesis takes Hotel A as the research object,combines the theory of feasibility study with the specific feature of Hotel A.On the basis of detailed analysis of the external environment and related industrial policies,industry development trends and characteristics,the market prospects of the project,the main demand of the tourist market,and the characteristics of the regional competitive market,this thesis determined market positioning of the project hotel.Based on the balance between input and output and the development trend of hotel industry and the consumption trend of customers,the thesis provides the functional layout and equipment suggestions of the main products of the A hotel.Combining the total investment,operating income and cash flow of the project,the thesis evaluates the financial feasibility,and analyzes the uncertain issues of the project.Finally,it demonstrated the investment feasibility of the overall renovation of hotel A.Through forecast,it is considered that the total investment of A Hotels overall renovation project is 215 million,and it is expected to achieve the target as followed: the average annual revenue is 112.46 million,the average gross operating profit margin is 39%,the internal rate of return of this projectis13.21%,and the net present value of this project is75.89 million,and the payback period is 6 years.If A hotel's overall renovation selects the precise market positioning and matching product solutions,then through lean management and risk management in the operation management process,the hotel's overall renovation project is not only feasible but also can obtain a good return on investment. |
