主题酒店的主题开发论析——以绍兴大禹·开元酒店为例

Theme Development of Theme Hotels: a Case Study in Kaiyuan Hotel of Dayu,Shaoxing

在酒店行业竞争日益激烈的背景下,酒店走主题化之路是谋求经营特色、获取竞争优势的较佳选择,而选定一个合适的主题并使之得到完美展现则是关键所在。酒店主题开发须综合考量四个方面的因素,即市场因素、地域因素、竞争对手因素与酒店自身因素。在此基础上,以选定契合市场需求、地脉、文脉和酒店自身实际的独特文化主题为基础环节,以主题环境与氛围塑造、主题设施与产品设计及主题服务与活动创设为重要手段,来实现酒店各个层面的完全主题化。在酒店主题化的过程中,应不断挖掘主题内涵,丰富主题的表现形式,以满足不断变化的市场需求。

With increasingly fierce competition in the hotel industry, developing theme hotels is a better choice in seeking business char-- actoristics and obtaining competitive advantages. In practice, selecting a suitable theme and making a perfect show is the key. Four factors must be taken into consideration comprehensively： the market, region, competitors and the hotel itself in the thematic development. On this basis, in order to carry out a theme at all hotel levels, a hotel should select the unique cultural theme which fits the market demand, geo- graphical position, cultural context and the hotel＇s own actuality as the foundation by means of environment and atmosphere construction, facility and product design, and service and activity creation. In the process, the connotation of the theme should be constantly excavated and the manifestation patterns should be enriched to meet the changing market demand.