基于扎根理论的酒店文化顾客评价影响因素研究

Research on Customers’Affecting Factors of Hotel Culture Evaluation Based on Grounded Theory

扎根理论是一种基于资料库的定性研究方法,包括开放式译码、主轴性译码和选择性译码三个步骤,酒店文化涵盖物质、行为、制度和精神四个层次,具备隐形性、高品质性、综合性和服务性这四大特点。通过调查,以顾客感知评价形成资料库,以扎根理论为基础,对影响酒店文化评价的因素进行甄别和提炼,形成酒店文化顾客评价影响因素理论,并提炼出"装修和功能"、"服务质量"、"环境氛围"、"营销运作"四个核心要素和"精神理念"、"酒店类别"、"个人偏好"三个补充因素。

Grounded theory is a qualitative research method, including three steps llke as open coding, axial coding and selective coding. Hotel culture has the characteristics of invisible, high -quality, composifive and service, and it can be divided into material culture, behavior culture, rules and regulations culture, spiritual culture this four levels. Through a survey and then retlning and integrating the datebase, this paper forms the theory of customers＇ affecting factors of hotel culture evaluation, and refines four key factors like ＂renovation and function＂, ＂quality of service＂, ＂ambience＂, ＂marketing operation＂ and three complementary elements llke ＂spiritual concept＂, ＂hotel category,＂ ＂personal preference＂ .