Imitate? Or be Imitated? The Sustainable and Unique Competencies and Structure of Theme-Based Hotels

This study explores the sustainable competitive advantages of theme hotels. The research examined and compared 11 theme-based brand hotels in China and Taiwan as they all possess value as practical management references. In the post-epidemic era, the upgrades to hotels have become the focus of the industry. The reengineering of themed hotel brands and how the industry decides on the priority of focused investments for resource dimensions. This study proposes theme-based management of hotels, the development of sustainable unique competencies, and competitive advantages. The results found that the theme selection can be “combined with local characteristics” to develop “unique competencies,” and intangible assets are the most important priority. “Brand marketing” is conveyed through “employee competencies,” and core competencies are “integrated and upgraded” as well as “continuously evolved” to develop unique competencies and eventually integrate external resources to form “cross-industry alliances” and undergo “dynamic adjustments” to maintain a sustainable competitive advantage.