The chair's message, organisation, milestones, past chairs and our professional advisory board.
The Association has reached its present scale not through one person's effort, but through the years of support and trust from every member and every predecessor.
My foremost goal on taking office is "stability." First, to "keep the hearts of old friends" — carrying on the palipali brand and ecosystem established under former chair Chen Chen-yi, so members enter an environment of shared resources and feel that membership means a team who understand you, always ready to back you up.
Second, "stability of cohesion" — blending experience with energy to build a platform of shared prosperity and shared resources. Third, "stability of value" — not seeking speed but sure footing, ensuring no member is left behind on the road to transformation.
"Preservation" honours the foundation our predecessors left us; "stability" gives everyone the confidence to go further. Together, on a stable foundation, let us write a new chapter for Taiwan's resort-hotel industry!
The Association operates under the regulations for civic organisations. The General Assembly of members is the highest authority, with a Board of Directors, a Board of Supervisors and a Secretariat beneath it, and specialist committees established by function.
* The lists of directors and supervisors, Secretariat members and committee conveners are updated according to the results of the latest General Assembly.
Since its founding in 1991, guided by the belief in "sharing resources, growing together, and creating opportunities together," the Association keeps driving the industry forward.
Nine hotel operators from scenic areas gathered at the Lushan Honeymoon Hotel and jointly founded the "Taiwan Provincial Scenic-Area Resort Hotel Operators' Association."
Renamed the "Taiwan Resort Hotel Operators' Association," expanding its scope to resort hotels nationwide.
Completed incorporation as a legal association and established the "Chinese Resort Hotel Promotion Association," becoming a national hotel body with formal legal status.
Built an official website and a joint booking system, pioneering online reservations as an early mover in the industry's digital transformation, and expanding its customer base through travel fairs, joint voucher sales and corporate-benefit programmes.
Helped members through the operating crisis and actively joined industry rebuilding and charitable relief, showing the industry's spirit of solidarity and mutual aid.
The Association turned its focus to training, service-quality improvement and international market expansion: running professional courses in front desk, housekeeping, F&B and management along with overseas study visits, and actively joining travel fairs in Hong Kong, Singapore, Malaysia and Japan to develop overseas markets.
Promoted corporate accommodation-voucher partnerships, working with large enterprises to create steady room demand — a leading model of strategic alliance in the hotel industry.
Marked its 20th anniversary with a celebration at Sheipa Farm, symbolising its growth from a local fellowship into a nationwide resort-hotel platform.
Received the "Outstanding Tourism Industry Group Award" from the Tourism Bureau, recognising the Association's contribution to tourism development and talent cultivation.
Helped members adopt international OTAs such as Booking.com, Agoda and Expedia, advanced SEO, social marketing and mobile websites, and developed the palipali brand and ecosystem to connect with global markets — while continuing to promote Muslim-friendly travel, regional revitalisation, smart lodging and industry transformation to help members adapt to change.
We never knew how long the road would be, nor how far we could go — yet we have never walked it alone. Thank you for being here.— Reflections on the Association's 20th Anniversary
Treasured images from general assemblies, training, fellowship dinners and overseas exhibitions over the years.
The Association engages senior advisors in hotel management, business and law to provide members with professional consultation and industry guidance.
Current: Assistant Professor, Dept. of Hotel Management, National Kaohsiung University of Hospitality and Tourism.
Past: Vice President of The Landis Taipei; General Manager of Ritz Landis Management Consulting; General Manager of The Landis Taichung.
Education: MBA; certified HR manager.
Past: Deputy GM & Chief Consultant at Jinfeng Management Consulting; Management Consultant at the China Productivity Center; Chief Consultant at Huajia International Consulting.
Current: Director of Kanglian Law Firm; Arbitrator of the Arbitration Association of the R.O.C.; board director of several foundations.
Past: Judge; Prosecutor; Chief Prosecutor.
Secretary-General of the Taiwan Resort Hotel Association from 1991 to 2024 — over 33 years of service, witnessing and shaping the Association's development.
Current: Marketing Director at Einhan Hotel Management Consulting; Executive Director at Dakun Digital Integrated Marketing.
Past: Marketing Manager at Grand Cosmos Resort; Marketing Manager at Kenting H Resort.