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The New Beitou Hotspring Industry of Taipei  
Location: Beitou District, Taipei, Taiwan
Local Characteristics: Hot Spring leisure industry

1. Description of Industry Characteristics
Because of its hot spring resources, Beitou enjoys the name ¡§home of the hot spring¡¨. It was once transformed into a ¡§home of gentleness¡¨ because of the vicissitudes of history and prosperity. Lately the business operators in the Beitou hot spring district have been calling people's attention to the culture of hot springs. In order to avoid damage to valuable local resources, aggressively create new business opportunities, a new vitality and a new outlook, Beitou has been transformed and improved to focus on the leisure and entertainment business, supplemented by the new hot spring culture and focus on health and covering the functions of fitness, cosmetology and well-being, completely turning around the public's stereotypical image of hot spring hotels. The first hot spring activity in Taiwan created the image of ¡§New Land of Hot Springs¡¨, which then drove all hot spring areas to follow suit and hold hot spring seasons, driving a new generation of hot spring enjoyment, which then became the new drive for industry development.

2. Origins of the Guidance Project
After the opening of the MRT and the government's proactive efforts in planning and constructing the nearby scenery and natural landscape, the hot spring industry has replaced old Beitou and become a new tourism area. What is lacking now is the strength to assist hot spring operators in increasing operational quality and to combine industry power to proceed with integrated marketing. Therefore a guidance project is in place, primarily in the hope of integrating local businesses to make the hot springs of New Beitou ones with character, modernized and globalized, setting the benchmark for the hot spring industry of Taiwan.

3. Guidance Subjects
Due to the polarization of the attitudes of business operators in the New Beitou hot spring industry, the service quality has become inconsistent. A mix of residential and commercial uses cause conflict between business operators and residents in addition to problems such as negative media reports which both affect the image of Beitou hot springs. Therefore, the objective of each stage of the guidance project is to increase professional operational quality, perfect organizational mechanism operations, and explore and develop hot spring industry opportunities during 2001 and to increase incoming population for leisure activities, enhance industry characteristics, promote the revitalization of commercial activities in 2002 and promote the globalization of Beitou, hot spring characteristics and industry modernization in 2003 and 2004.

4. Guidance Focus
1) Brand establishment of hot spring industry: including a) promotion of a ¡§Taipei high-quality hot spring hotel certification system¡¨: increase service quality and operation standards, strengthen service quality awareness, form a new image of hot spring enjoyment; b) strengthen the integrated marketing of a ¡§holy land of health/leisure hot spring vacationing¡¨.
2) Design of unique product planning
3) Talent training, study and exchange: establish service work value, increase work EQ, effective customer communication and response skills, new Beitou hot spring culture, staff service standards, healthy lifestyles , management, first-aid courses, English and Japanese courses, establishing business staff training standards; proceeding with the study and emulation of hot spring hotels in Wulai and Yilan.
4) Research and development of gourmet foods with special features.
5) Integrated marketing of hot spring industry: including a) package tour: 1-day tour of natural ecology, 2-day tour of hot spring enjoyment and flower viewing, walking tour of old Beitou, walking tour of new Beitou, museum tour, Shilin ocean sky tour, Yangming flower fragrance tour; 2) event marketing: international hot spring festival, hot spring and flower love (integrated with the Taipei flower season), domestic and foreign travel exhibitions; 3) video recording: introduction of activity and exhibition videos, provincial subject matter; 4) print-media promotion: activity catalog, tourism passport, hot spring edition magazine, Chinese, English and Japanese print promotion design; (5) Set up exclusive website: www.peitouhotspring.org.tw.
6) Marketing and Promotion: Discounts for tourist groups, media trial tours, achievement publication, press conferences to promote activities.

5. Guidance Results and Benefits
1) Derivative Hakka food processing industry, garden coffee leisure industry.
2) Increase the media exposure of Ermei, increasing the image of local industry.
3) Large-volume increase of tourist and leisure population leading to comparative increase in the sales of local business.
4) Newly opened businesses and local employment has greatly increased