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human resources market was dried out”. Neither cooks nor chefs are found easily. If employing from foreign labor market, there is also other issues waiting for resolving.   In one sentence, the whole economy environment of Golden Arch Hotel is not so optimistic.

Sociocultural Factors

Sociocultural factors are complicated, which mainly include the demographics, lifestyles, income distribution, consumerism, educational levels, social behaviors etc. Observing the location of Switzerland, it can be found that it lies at crossroad field of different European cultures. This affects Switzerland’s culture heavily. In Switzerland, there are four official languages: German, French, Italian and Romansh. This produces the diversity culture of Switzerland. This might also be why Switzerland is famous in so many different arts fields. In the education aspect, currently more than 25% Swiss got higher education (Federal Department of Foreign Affairs Presence Switzerland. 2013). Elementary education has become universal so many years ago in Switzerland and government paid more attention on vocational education. This makes the employers in high level.

Technological Factors

Technology’s great function never can be neglected. It contributes greatly on economy development. In this century, high technology makes computer and network come to be one prevailing living and working tool. Golden Arch Hotel introduces this into its operation process and customers can use network free. Even the equipment is so high technology. For example, in 2001, wireless keyboard was introduced into this hotel. In peak-period, there is the self-check-in facility. Just with one simple credit card, gusts can finish the complicated process. In one aspect, this shows the developed aspect of Golden Arch Hotel; in the other aspect, this also means other rivals have the ability to copy and use, or surpass these things. In one sentence, technology environment gives the competitive advantage to Golden Arch Hotel.
Summing up the above statement, it cannot say simply or easily that the macro external environment of hotel industry is optimistic or negative. There are both opportunities and challenges.

References

Credit Suisse. (2011). Global wealth has soared 14% since 2010 to USD 231 trillion with   the strongest growth in emerging markets. Retrieved online, from:

Credit Suisse. (2011). Top 10 countries with the highest www.51lunwen.org/hotelmanagement/ average wealth per adult in 2011.  Retrieved online, from:

Federal Department of Foreign Affairs Presence Switzerland. (2013) The Swiss education system. Retrieved online, from:

Federal Department of Foreign Affairs Presence Switzerland. (2013) The Swiss culture. Retrieved online, from: International Monetary Fund. (2012). Report for Switzerland. Retrieved online, from:    

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