文化生态视野下的精品酒店主题文化定位与价值取向

The Value Orientation and Cultural Orientation of Topic Culture of Boutique Hotels from the Perspective of Cultural Ecology Theory

区别于其他类别住宿产品,精品酒店多具有鲜明的文化特色,主题文化的定位与价值取向不仅仅是企业行为,其对旅游地的影响应该得到关注和重视。文章以文化生态理论为基础,运用质性研究方法,采取实地调研、文本分析和深度访谈等做法,对长三角地区26家精品酒店进行实证分析,研究表明:(1)精品酒店在主题文化定位上,呈现出以利用与依托旅游资源为主、以创设文化与休闲氛围为主两大主题,两大主题给旅游地带来不同影响。(2)精品酒店、住店客人、地方政府、社区居民及专家学者等不同群体在利益诉求上,形成对主题文化认识的分异与调和的内在逻辑。(3)主题文化的价值取向体现在传统文化空间生产、酒店文化消费以及酒店服务文化等三个方面,其价值困境表现在投资行为并不为文化负责、公共资源的商业化利用和特定语境下的奢华消费。文章从政府和酒店两个层面提出优化精品酒店主题文化建设和价值取向的对策建议。

The boutique hotel sector has maintained good momentum and rapid development in recent years,mainly due to the power of capital markets and cultural construction.Compared with the normative standards and development system of star hotels,boutique hotels have the advantages of a diversified development model,rich cultural connotations,and a personalized service concept that make it a significant component of tourist accommodation options at tourist destinations.It has a huge impact on local tourism development,as well.The orientation and construction of the topic culture of boutique hotels is not just an issue of corporate investment behavior because most boutique hotels are built around their access to and use of high-quality local tourism resources.The value orientation of topic culture should be given more attention in academic and industrial circles.Based on the cultureecology theory,this article constructs the scope and structure of this cultural ecosystem through a review of the existing literature.We then analyze examples of various types of hotels and carry out indepth interviews with stakeholders who are closely tied to the cultural themes of boutique hotels.We used qualitative research methods for study design,and performed on on-the-spot investigation into 26 boutique hotels in the Yangtze Delta area.Finally,we analyze the main types of topic culture of boutique hotels,as well as their manifestations and effects on local tourism to reveal the value judgments and realistic situations surrounding boutique hotels.The results show that：（1） In terms of topic culture positioning,Boutique hotels form their own characteristics in the via cultural theme positioning and modes of expression.The effect on tourist destinations is based on two principles： one is utilizing and relying on tourism resources,and the other is creating a leisure atmosphere.（2） The hotels,hotel guests,local governments,community residents,experts,and scholars each have disparate interests,and illuminate the consistencies and disagreements of many aspects of the sector.Not only do the different influencing factors and relationships share a great deal in common,they also show considerable differentiation from each other.（3） The value orientation of the topic culture of boutique hotels forms three aspects of cognitive differentiation in the traditional culture of production space,hotel cultural consumption,and hotel cultural services.There are three main aspects of the value considerations facing boutique hotels： the irresponsibility of investment behavior with regard to cultural conduct,commercialization,and the excessive consumption of public resources in specific context.Finally,this article put forth countermeasures and suggestions for the optimization of boutique hotel topic culture orientation and value orientation from two aspects of government and boutique hotels.These include increasing consciousness of cultural responsibility,guidance from relevant government departments on cultural construction of boutique hotels that serves the structure of the cultural ecological system of the tourism destination;Boutique hotels should constantly optimize their mechanisms of cultural integration,and implement the unification of hotel function and cultural function.Finally,boutique hotels should respond to the requirements of local culture construction and innovate mechanisms of cultural transmission to promote unified function of cultural creation and dissemination.