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研究生： 裴毓琴
Victoria Pixabaj
論文名稱： 南貝里斯的生態環保旅遊企劃
Business plan: eco-tour operator in southern Belize
指導教授： 蔡政憲
Tsai, Jason
口試委員: 陳春龍
Chen, Chuen-Lung
林姿婷
Lin, Tzu-Ting
學位類別： 碩士
Master
系所名稱： 商學院 - 國際經營管理英語碩士學位學程(IMBA)
International MBA Program College of Commerce(IMBA)
論文出版年： 2019
畢業學年度： 107
語文別： 英文
論文頁數： 60
中文關鍵詞： 高度成長 、團體旅遊 、經濟發展 、合作 、服務品質
外文關鍵詞： High growth, Group tours, Economic development, Collaborations, Quality of service
DOI URL： http://doi.org/10.6814/NCCU201900245
相關次數： 點閱：62  下載：8 
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    • Considering the high growth rate of overnight international tourists in Belize, it surely presents business opportunities for entrepreneurs. In one year, 2017 to 2018, the number of tourists entering Belize increased by 17%. Analysts project this increase to continue at least by 5% up until 2030.
    For this reason, Jewel Belize Eco Tour Company will establish to offer daily group tours consisting of land and water activities to overnight tourists who seek to engage in such activities. These touring activities will be provided in Southern Belize which includes many untouched tourists’ sites in comparison to those in the north islands of Belize.
    While profitability is the goal, Jewel Belize Eco-Tour Company aims to foster economic development in Southern Belize. Thus, by integrating the services of small businesses within the company’s touring activities, growth in these businesses will be achieved. Additionally, the company owners care about conserving tourists’ destinations for the longer run. Hence, their tour activities will reflect eco-friendliness.
    The success of the company depends on collaboration with key stakeholders including owners of vans and boats, hotels, lodges and guesthouses owners, and by leveraging the online environment. Maintaining close relationships with human resource to improve the quality of service is the priority of Jewel Belize Eco-Tour Company.
    Through this tourism-based business, many people in Southern Belize will benefit since in the long run, the owners will fund an academia to empower young people in career specialization.

    1. Executive Summary 1
    2. General Company Description 3
    2.1. Business models 3
    2.2. Vision 4
    2.3. Mission Statement 4
    2.4. Jewel Belize Eco-Tour Company Goals 4
    2.5. Jewel Belize Eco-Tour Company Objectives 4
    2.6. Business Philosophy 4
    2.7. Target Audience 5
    2.8. Industry Analysis 5
    2.9. Company’s Strengths and Core Competencies 5
    2.9.1. Company Strengths 5
    2.9.2. Core competencies & Factors of Success 5
    2.9.3. SWOT Analysis 6
    2.9.4. Personal contribution 7
    2.10. Legal Form of Ownership 7
    3. Jewel Belize Tour Service 8
    3.1. In Depth Description 8
    3.2. Competitive Advantage 10
    3.3. Competitive Disadvantage 10
    3.4. Fees and Leasing Agreements 11
    4. Marketing Plan 12
    4.1. Market Research 12
    4.1.1. Why? 12
    4.1.2. How? 12
    4.2. Economics: Industry Facts 12
    4.2.1. Market Size and Demand 13
    4.2.2. Current Market Trends 15
    4.2.3. Growth Potential and Opportunity for Business 16
    4.2.4. Barriers to Entry 16
    4.2.5. Influencing Factors 17
    4.3. Product (From customers point of view) 18
    4.3.1. Features of sea tours 18
    4.3.2. Benefits of sea tours 18
    4.3.3. Features of land tours 19
    4.3.4. Benefits of land tours 19
    4.3.5. After Sales Service 19
    4.4. Customer Demographic Profile 19
    4.4.1. Customer Age Range 20
    4.4.2. Customer Leisure Activities 22
    4.4.3. Customer Leisure Activity Average Spending 23
    4.4.4. Customer Occupation 24
    4.4.5. Customer Accompanying Person 25
    4.4.6. Customer Demographic Profile Summary 25
    4.5. Competition 26
    4.5.1. Competitors 26
    4.5.2. Competitive Analysis 26
    4.6. Niche 28
    4.7. Strategy 28
    4.7.1. Promotion 29
    4.7.2. Promotional Budget 29
    4.7.3. Pricing 29
    4.8. Distribution Channels 30
    4.9. Sales Forecast 31
    4.9.1. Worst Case 31
    5. Operational Plan 33
    5.1. Daily Operations 33
    5.2. Location 34
    5.3. Legal environment 34
    5.3.1. Licensing 34
    5.3.2. Permits to Locations 35
    5.3.3. Health and Workplace Regulations 35
    5.3.4. Insurance Coverage 35
    5.4. Personnel 36
    5.4.1. Number of Employees 36
    5.4.2. Pay structure 36
    5.4.3. Training Method and Requirements 37
    5.4.4. Job Descriptions/Contracts 37
    5.4.5. Contract workers 37
    6. Management and Organization 38
    6.1. Professional and Advisory Support 39
    6.1.1. Management Advisory Board 39
    6.1.2. Insurance Agent 39
    6.1.3. Mentors and Key Advisors 39
    7. Personal Financial Statement 40
    7.1. First Owner Income Statement & Balance Sheet 40
    7.2. Second Owner Income Statement & Balance Sheet 41
    8. Startup Expenses and Capitalization 43
    8.1. Startup Expenses 43
    8.2. Startup Assets & Funding 44
    9. Financial Plan 45
    9.1. Worst Case 45
    9.1.1. Income Statements 45
    9.2. Best Case: Rapid Growth 47
    9.3. Break-Even Points 48
    9.3.1. Worst Case 48
    9.3.2. Best Case 49
    9.4. Statements of Cash Flows 50
    9.5. Balance Sheets 51
    9.6. Net Present Value 53
    10. Conclusion 54
    11. Appendices: Group Tours 55
    12. References 59

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    2. Belize Commercial Bank Prime Lending Rate. (n.d.) https://www.indexmundi.com/belize/commercial_bank_prime_lending_rate.html
    3. Belize Invest (2011) The GST Guide (PDF file). https://www.belizeinvest.org.bz/uploads/6/4/9/6/64967361/the_gst_guide_20110315.pdf
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    7. CSI Market. (n.d.) Hotels and Tourism Industry. https://csimarket.com/Industry/industry_ManagementEffectiveness.php?ind=906
    8. Editorial Team. (2019, May 28). How Much Does It Really Costs to Build a Website? (Expert Answer). https://www.isitwp.com/how-much-does-it-cost-to-build-a-website-expert-answer/
    9. How to Stand Out from Your Competition: 3 Steps for Tour Operators. (2014, February 25). https://www.rezdy.com/blog/how-to-stand-out-from-your-competition-3-steps-for-tour-operators/
    10. How to Write a Business. Plan (n.d.). https://www.discoverbusiness.us/resources/business-plans/
    11. Lauren. (2019, February 20). How Much Does It Costs to Travel in Belize? https://www.neverendingfootsteps.com/cost-of-travel-belize
    12. Terminal Growth Rate (n. d.). https://www.divestopedia.com/definition/6598/terminal-growth-rate
    13. Tour Operator Software. (n.d.). https://www.capterra.com/tour-operator-software/
    14. Toy, Mary (n. d) Destinations Belize. http://www.destinationsbelize.com/belize-vacation-packages/belize-family-packages/beach-vacation.html
    15. Trading Economics (n.d.) Belize Inflation Rate. https://tradingeconomics.com/belize/inflation-rate
    16. Operator Directory. (n.d.). http://www.belizetourismboard.org/industry-sectors/operator-directory/
    17. Weygandt, Jerry J., Kimmel, Paul D., (2018) Financial Accounting. China: John Wiley & Sons.

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