浅谈主题酒店及其体系建立——以京川宾馆、鹤翔山庄为例

On Theme Hotel and System Establishment——A Case Study of Jingchuan Hotel and Hexiang Hotel

主题酒店作为一种正在兴起的酒店发展新形态,虽然在我国出现的时间不长,但作为国际酒店业发展的新趋势,为处于激烈竞争态势下的我国酒店业的发展提供了新的思路。在简要介绍了主题酒店及其本质的基础上,着重探讨了主题酒店的体系建立。主题酒店的完整体系应包括4个层次:感观层次、产品层次、功能层次、品牌战略层次。这4个层次不是孤立的而是有机融为一体的,共同为顾客营造一个特色鲜明的主题文化氛围。

Theme hotel is a new form of hotel development, although it has a short history in our country, as a new trend of international hotel industry development, it provides a new idea for hotel industry development which is in a fierce competition situation. This paper emphasizes system establishment of theme hotel on the basis of introducing theme hotel and its essence. The complete system of theme hotel should include four levels： sense level, product level, function level, brand and strategy level. These four levels are not isolated but conciliatory, they build jointly a characteristic theme cultural atmosphere.