摘要 墨西哥文化一直是拉丁美洲最重要的文化之一，这就是为什么多年来墨西哥的 旅游业比其他国家得到了更长足的开发。目前，旅游业可持续发展正在改革新的旅游 方式，彻底改变旅游业。 本报告的目的是评估墨西哥瓦尔德布拉沃可持续酒店项目的可行性。布拉沃谷 被认为是一个具有战略意义的位置，因为它是墨西哥州一个非常重要的旅游景点， 主要是由于其丰富的植被和旅游景点使瓦尔德布拉沃成为一个有许多旅游活动的城 镇。 在深入分析和研究的基础上，并且为了使投资者相信这是一项有利可图的业务， 本文将这一新的商业机会呈现出来，而且主要是关注墨西哥瓦尔德布拉沃神奇小镇 的酒店的建设和发展，其生态保护的实践有益于墨西哥社区，并且能保证盈利。。 财务计划表明，这种商业模式是盈利和可持续的，从中长期来看，它甚至有可能发展 成为特许经营模式。 因此，本商业计划书对旅游领域的小型酒店企业具有很强的现实意义。它为如 何利用生态实践经营酒店提供了理论和实践上的思考。 本文是在这一领域里做的一般性研究，具有一定的局限性和改进的机会。这可 以在今后的深入研究中实现。 关键词，旅游，酒店，商业计划，可持续性，生态实践III Abstract Mexican culture has been one of the most important in Latin America, that is why over the years tourism in Mexico has been exploited much more than other countries. In addition, currently the sustainable part of tourism is revolutionizing the way to visit new places, transforming tourism in a radical way. The purpose of the realization of this thesis was to evaluate the feasibility of a Sustainable Hotel Project in Valle de Bravo, Mexico. Valle de Bravo is identified as a strategic location because it is a very important tourist spot in the state of Mexico, mainly due to its great variety of vegetation and tourist attractions that make Valle a town with many tourist activities. Based on deep analysis and research, and in order to convince investors that it is a profitable business, this new business opportunity is presented and focused on the construction and development of a hotel a magical town in Mexico called Valle de Bravo, with ecological practices that are beneficial for the Mexican community, and profitable at the same time. The financial plan shows that this business model is profitable and sustainable, in midterm it may even lead to a franchise model. This business proposal has thus strong practical implication for small hotel businesses in the field of tourism. It provides both theoretical and practical thinkings on how to operate hotel businesses with ecological practices. The thesis is a general approach of research in this area, has certainly limitations and opportunities for improvement. This can be realized in future in-depth researches. Key words: tourism hotel, business plan, sustainable, ecological practiceCONTENTS Acknowledgments...................................................................................................................I 摘要.......................................................................................................................................II Abstract ................................................................................................................................. II Chapter One Introduction ...................................................................................................... 4 1.1 Background ..................................................................................................................4 1.2 Current Status...............................................................................................................5 1.2.1 Worldwide.............................................................................................................5 1.2.2 México ..................................................................................................................6 1.2.3 Main Ecological issues .........................................................................................8 1.2.4 Magical Towns....................................................................................................11 1.2.5 Valle de Bravo.....................................................................................................11 1.3 Research Implications ................................................................................................ 14 1.3.2 Theoretical Implications ..................................................................................... 14 1.3.2 Practical Implications..........................................................................................15 Chapter Two Literature Review........................................................................................... 17 2.1 Literature Review.......................................................................................................17 2.2 Models concepts and Framework ..............................................................................20 2.2.1 SWOT .................................................................................................................20 2.2.2 PESTEL ..............................................................................................................21 2.2.3 Porter’s five forces..............................................................................................22 2.2.4 Business Canvas Model ......................................................................................24 2.3 Application of the relevant Models Concepts and Framework .................................25 Chapter Three Business Opportunities ................................................................................ 27 3.1 Business Opportunities ..............................................................................................27 3.1.1 Market Research .................................................................................................27 3.1.2 Market Gap Analysis ..........................................................................................363.1.3 Business Model & Strategy ................................................................................37 3.1.4 Business Objectives ............................................................................................38 3.2 Industry Analysis .......................................................................................................38 3.2.1 Business Analysis ...............................................................................................38 3.2.2 Environmental Analysis......................................................................................39 3.2.3 SWOT .................................................................................................................40 3.3 Innovations brought to the industry by the new venture............................................41 3.4 Differentiation and competitive advantage of the business .......................................41 3.5 Business Ethics and Sustainability.............................................................................42 Chapter Four Organizational setup of the company ............................................................ 44 4.1 Legal Structure and Ownership ................................................................................. 44 4.2 Organization Chart.....................................................................................................47 4.3 Advisory Broad ........................................................................................................48 4.4 Management team and respective responsibilities.....................................................49 Chapter Five Marketing Plan ............................................................................................... 52 5.1 Identification of potential customers .........................................................................52 5.2 Projection of potential Sales Revenue .......................................................................54 5.3 Requirements of customer by segments ....................................................................5