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Analysis and Prospect of China Theme Hotel Development

  • Author:Tiffany
  • Source:NJC
  • Release on:2020-06-03
Analysis and Prospect of China Theme Hotel Development


一. Overview of Theme Hotels1.

1. The concept of a theme hotel

The theme hotel is a hotel with a specific theme as the central idea, and can provide a unique consumer experience in the design, construction, management and service links. Its themes include history and culture, national folk customs, natural resources, social resources, etc., with the unique charm of cultural resources, enrich and optimize the connotation of hotel products, improve hotel quality, so that customers have a better experience and hotel consumption experience.

2. Features of theme hotels

(1) Uniqueness

Uniqueness as the strategic starting point of the theme hotel, using different cultural environments as marketing tools to attract customers and form the core competitiveness of the hotel. The uniqueness of theme hotels lies in the differences between themes, as well as the differences in the details caused by them, and the different experience content, and the emphasis on the experience is consistent. We can reflect the uniqueness of the theme hotel through various ways and channels, such as unique cultural resources, unique service items and unique brand resources.

(2) Cultural

Culture reflects the hotel's pursuit of connotation, and is the specific tactics and means implemented by the hotel. The hotel needs to gain a competitive advantage through culture. The theme hotel culture and the hotel culture in the general sense are two different concepts. The general hotel culture is mainly a service culture; and the theme hotel culture is based on hotel culture, with characteristic management as the leading factor. Culture is the sum of human material wealth and spiritual wealth. Any theme hotel revolves around the subject material to excavate the corresponding theme culture. The cultural subject hotel more highlights the cultural nature of the theme hotel.Culture reflects the hotel's pursuit of connotation, and is the specific tactics and means implemented by the hotel. The hotel needs to gain a competitive advantage through culture. The theme hotel culture and the hotel culture in the general sense are two different concepts. The general hotel culture is mainly a service culture; and the theme hotel culture is based on hotel culture, with characteristic management as the leading factor. Culture is the sum of human material wealth and spiritual wealth. Any theme hotel revolves around the subject material to excavate the corresponding theme culture. The cultural subject hotel more highlights the cultural nature of the theme hotel.

(3) Experience

Experience is the essence of the hotel. The hotel must finally achieve a high return profit for the customer's unique experience. This is the ultimate goal of the hotel. Standardization and standardization are the basis of hotel services, but the products in the hotel industry that are too similar have caused consumers to burn out, and the development of theme hotels is a new opportunity to activate consumer enthusiasm for consumption and bring customers Different hotel experiences meet the consumer demand for new and different.

二. Development status of theme hotels in my country

According to incomplete statistics, there are currently more than 400 theme hotels in my country, and the development trend is good. Among them, Sichuan Province has the largest number of theme hotels, reaching 49; followed by Shandong Province; 39, followed by 36 in Beijing, 34 in Guangdong, and 27 in Zhejiang. But the scope of distribution is not limited to Sichuan, Guangdong, Beijing, Zhejiang and other places where the hotel industry is more developed. Although hotels have regional characteristics, this industry is ultimately going to classics, taste and its own brand characteristics.

1. Spring Water Culture Theme Hotel-Liangyou Fulin Hotel

The Liangyou Fulin Hotel in Jinan, Shandong Province, uses spring water as its theme. The hotel lobby and all floors have spring appreciation maps and poems and songs related to the spring water. The hotel's private rooms are named after the famous springs. The walls and carpets of the hotel rooms also have spring water elements. The gifts given by guests are also related to the spring water . Not only that, the hotel's fresh spring water from the Black Tiger Spring, the cooking spring water banquet has become the flagship product of Liangyou Fulin Hotel. From 2012 to 2017, the hotel's occupancy rate increased by 16%, and the turnover increased by 65%. The intangible assets of trademarks such as "Spring Theme" and "Spring Water Culture" registered by Liangyou Fulin Hotel amounted to RMB 50,670,700.

2. Blue and white porcelain theme hotel in Jingdezhen--Blue and white theme hotel

The blue and white theme hotel in Jingdezhen uses special blue and white porcelain as the decorative element. Each room is hung with pictures of local tourist attractions and ceramic crafts. After the guests rest, they can increase their understanding of the ceramic culture; Provide activities such as display of works and on-site manual performances. Guests can personally make ceramic art works and experience the unique charm of ceramic art. The hotel also provides art exchange, ceramic information, packaging and transportation, ancient porcelain appraisal and other services.

3, Zen Culture Theme Hotel-Meditation Hotel

There are nearly 20 Zen cultures, such as meditation, meditation, zen tea, incense, passing the church, copying the scriptures, walking meditation, medicine stone, zen martial arts, agricultural meditation, blessing, blessings, meditation and chess, Moyu meditation The experience and participation courses of traditional Chinese culture are free for staying tourists. Guests can choose to experience and practice according to their own interests and time schedule.

三. Problems in my country's theme hotels

The theme hotels in my country started late, and domestic consumers still choose to stay in traditional hotels. The overall occupancy rate of theme hotels remains at around 50%, far lower than foreign theme hotels. The outstanding problems are reflected in the following aspects:The theme hotels in my country started late, and domestic consumers still choose to stay in traditional hotels. The overall occupancy rate of theme hotels remains at around 50%, far lower than foreign theme hotels. The outstanding problems are reflected in the following aspects:

1. The choice of theme culture is relatively convergent and lacks innovation

The choice of theme culture is relatively convergent, and the differences between hotels with different theme cultures are not obvious. There is no emphasis on the uniqueness, uniqueness and unrepeatability of the theme cultural hotel. The core standard of a cultural theme hotel is culture. The prerequisite for building a cultural theme hotel is to carefully analyze the cultural resources and customer demand in the source market, and create products with distinctive characteristics that meet the consumer's consumption needs.

2. The theme culture is single

From the specific construction method of the theme culture hotel, the hotel's presentation of the theme culture is relatively simple, and there are obvious surface phenomena. For example, most of the current theme culture hotels are only based on their own layout, landscape matching, and interior decoration. And the effective construction of service personnel and other aspects of the construction, although on the surface it does meet the requirements of the theme culture, but it can not reflect the deep theme culture, customers also can not understand the specific theme of cultural connotation.

3. The theme cultural products are imperfect

Culture-themed hotel products mainly include catering service products, room service products and special product services. In terms of food service products, there should be special food and beverage related to cultural themes. In room service products, there should be creative products related to the theme of culture and creative services based on cultural themes. The customer's "experience" is the first requirement Finally, corresponding experiential services should be provided in product services, such as wellness, leisure services, and specialty commodity services.

四. development countermeasures

1. Reasonable choice of theme culture

Combined with the effective choice of theme culture, hotels need to consider from multiple dimensions. The selected theme culture should have unique characteristics, to avoid choosing only around cultural hotspots, causing homogeneity issues; the selected theme culture should have a deeper The details can be enriched in the subsequent creation; the choice of theme culture also needs to have a strong appeal and an ideal audience base, so as to win more customers.

2. Continuous innovation to ensure the sustainable development of theme hotels.

The basic point of cultural theme innovation is the determination of cultural themes. Innovation requires the full understanding of urban humanities and historical precipitation, selecting themes, testing themes, and finally determining the theme and innovating. Cultural theme innovation needs to sort out the relationship between culture and history, and determine the innovation core of project development. On the basis of project positioning, innovate leisure living space and leisure lifestyle. Innovations in environmental construction, innovations in guest room products, innovations in catering products, innovations in special products, innovations in cultural and creative products, innovations in service design, etc. are finally implemented in customer experience innovations.

3. Deepen cultural connotation and quality on the premise of adherence to diversity

The creation of a theme hotel should incorporate traditional culture into the construction of the hotel. On the basis of the extension of the theme culture, it will inherit and develop Chinese traditional culture as its responsibility, build a brand culture, and implement and promote it in the hotel. Create rich cultural experience activities, let customers participate on site and experience traditional folk activities. For example, making various cakes in traditional festivals, making New Year pictures, etc., let the residents be inadvertently nurtured. In the details of the hotel, such as small decorations related to the theme culture in the corridor, the walls of the rooms and the selection of lamps should be in accordance with the theme culture to give guests an elegant and comfortable living environment.


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