本課程旨在透過國際餐旅產業的實地觀摩與專業講授，讓學生深入了解日本星野集團 OMO 品牌與城崎溫泉地區旅館的經營理念與管理模式。學生將從住宿服務、經營策略、顧客體驗設計、文化永續等面向進行學習與反思，藉此提升國際視野與專業管理能力。
認識日本餐旅產業與地區觀光發展模式。

理解 OMO 星野集團品牌經營理念與市場定位策略。

分析旅館經營管理、客房管理與客務管理實務流程。

探討溫泉觀光與地方創生的結合方式。

培養跨文化溝通能力與國際餐旅視野。

透過觀摩與訪談，反思台灣餐旅產業的發展方向與創新機會。

This course aims to provide students with an in-depth understanding of the business philosophy and management model of Japan's Hoshino Resorts Group OMO brand and Kinosaki Onsen area hotels through on-site observation and professional lectures in the international hospitality industry. Students will learn and reflect on aspects such as accommodation services, business strategies, customer experience design, and cultural sustainability, thereby enhancing their international vision and professional management capabilities.
Understand the Japanese hospitality industry and regional tourism development model.

Understand OMO Hoshino Group's brand management philosophy and market positioning strategy.

Analyze the practical processes of hotel operation and management, guest room management and guest service management.

Explore ways to combine hot spring tourism with local creation.

Cultivate cross-cultural communication skills and international hospitality vision.

Through observations and interviews, we reflect on the development direction and innovation opportunities of Taiwan’s hospitality industry.

餐旅業是一門注重實作的行業，因此除學理方面的課程講述外，專業觀摩對碩班生來說更顯重要。另外，對在職專班的學生而言，除將已於職場累績的經驗和課堂所學學理相互驗證外，參訪其他的餐旅產業，相互觀摩，對碩專生而言，更是自我精進的一種方式。本課程採實地觀摩之方式，到亞洲先進國家或大陸都會區域進行學術之觀摩與訪問。觀摩範疇將包括產、官、學三界，並以餐旅相關管理為核心。從文化節慶、觀光行銷、組織管理、產業發展、國際化與區域競爭力等面向切入，探討服務業管理發展之路與經營之道。本課程期望同學能具備正確且充足的服務業管理專業知識與技能，並希望藉由服務業的專業觀摩與討論，找出台灣餐旅業管理上可以提升之處，已加強整體餐旅產業之素質。

The hospitality industry is an industry that pays attention to practice, so in addition to academic courses, professional observation is even more important for master's degree students. In addition, for students in on-the-job classes, in addition to mutually verifying their experience in the workplace and the theories they have learned in class, visiting other catering and tourism industries to observe each other is also a way for master's degree students to improve themselves. This course adopts the method of on-site observation and academic observation and visits to advanced Asian countries or mainland metropolitan areas. The scope of the observation will include industry, government and academia, with hospitality and tourism-related management as the core. From the perspective of cultural festivals, tourism marketing, organizational management, industrial development, internationalization and regional competitiveness, we will explore the development path and management of the service industry. This course expects students to have correct and sufficient professional knowledge and skills in service industry management. It also hopes that through professional observation and discussion in the service industry, students can find areas that can be improved in the management of Taiwan's hospitality industry and enhance the quality of the overall hospitality industry.

《魅力經營學：星野集團與地方共生的款待之道》（日經設計）

內容介紹
這本書深入分析 星野集團旗下品牌（如 OMO、虹夕諾雅、界、RISONARE） 的經營理念與設計思維，揭示其如何透過「款待設計」與地方共生共榮，並介紹各旅館的特色、服務設計與品牌定位。書中也包含總經理對談與董事長採訪等實務內容；適合用來研究國際度假村經營與款待文化。
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特色重點

介紹 OMO 都市觀光飯店的創新服務模式。
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分析星野集團如何整合硬體與軟體提升整體旅客體驗。
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探討品牌如何透過地方特色與款待精神創造旅遊價值

"Charming Management: Hoshino Group's Hospitality Approach to Symbiosis with Local Areas" (Nikkei Design)