Analysis and Prospect of China's Theme Hotel Development

The theme hotels in China started late, and domestic consumers still choose to stay in traditional hotels. The overall occupancy rate of theme hotels has remained at about 50%, which is far lower than that of foreign theme hotels.

Theme hotels have been well received by customers in recent years, and the audience is popular among high-end people and the new middle class. Excellent theme hotels can create the hotel's unique atmosphere and atmosphere, creating an unforgettable consumer experience for guests. Such a hotel can be loved by the market.

First, the theme hotel overview

1.The concept of themed hotels

The theme hotel is a hotel with a specific theme as its central idea, which can provide a unique consumer experience in the design, construction, operation management and service links. Its themes include historical culture, ethnic folk customs, natural resources, social resources, etc., with the unique charm of cultural resources, enrich and optimize the content of hotel products, enhance hotel quality, and allow customers to have a better experience and hotel consumption experience.

2.The characteristics of the theme hotel

(1) Uniqueness

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

(2) Cultural

The culture reflects the hotel's pursuit of connotation, which is the specific tactics and means implemented by the hotel, and the hotel must gain its competitive advantage through culture. The theme hotel culture and hotel culture in the general sense are two different concepts. The general hotel culture is mainly the service culture; while the theme hotel culture is based on the hotel culture and is characterized by its characteristic management. Culture is the sum of human material wealth and spiritual wealth. Any theme hotel revolves around the subject material to dig out the corresponding theme culture. The cultural theme hotel highlights the cultural nature of the theme hotel.

(3) Experience

Experience is the essence that hotels are pursuing. In the end, hotels must achieve a high return on profits by giving customers a unique experience. This is the hotel's ultimate goal. Standardization and standardization are the foundation of hotel services, but too similar products in the hotel industry have caused consumer burnout, and the development of theme hotels is a new opportunity to activate consumer spending enthusiasm and bring customers to the public. Different hotel experiences meet the consumer needs of seeking new and different.

Second, the development status of China's theme hotels

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

1.Spring Water Theme Hotel-Liangyou Fulin Hotel

Liangyou Fulin Hotel in Jinan City, Shandong Province uses spring water as the theme. The lobby and all floors of the hotel have spring views and poems and poems related to 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 for hotel guests are also related to spring water. . Not only that, the fresh spring water and hot spring banquet that the hotel has taken from Heihu Spring have become the fist products of Liangyou Fulin Hotel. From 2012 to 2017, the hotel's occupancy rate increased by 16%, and its turnover increased by 65%. The intangible assets of the trademarks of "Spring Water Theme" and "Spring Water Culture" registered in Liangyou Fulin Hotel amounted to 50.671 million yuan.

2. Jingdezhen Blue and White Porcelain Theme Hotel-Blue and White Theme Hotel

The blue and white theme hotel in Jingdezhen uses specially made blue and white porcelain as decorative elements. Each room is hung with pictures of local tourist attractions and ceramic crafts. The guests can increase their understanding of ceramic culture after the rest of the guests. The unique blue and white pottery provides At the exhibition of works and live manual performances, guests can personally produce ceramic works and experience the unique charm of ceramic art. The hotel also provides services such as art exchange, ceramic information, packaging and transportation, and ancient porcelain identification.

3.Zen culture theme hotel-meditation hotel

Zhao Jian Shan Ju is a Songshan Shaolin Zen cultural theme hotel. It is dedicated to providing tourists with a zen cultural experience of listening, watching, practicing, and enlightening. Nearly twenty zen cultures including China, chanting Zen, Zen tea, incense, passing the hall, copying scriptures, meditation, medicinal stones, Zen martial arts, agricultural meditation, blessings, votive prayers, meditation on chess, Mo meditation Traditional culture experience and attending courses are free for staying tourists. Guests can choose the experience and study according to their own interests and time schedule.

3. Problems in China's theme hotels

The theme hotels in China started late, and domestic consumers still choose to stay in traditional hotels. The occupancy rate of theme hotels as a whole remains at about 50%, which is far lower than that of 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 similar, and the differences among the theme culture hotels are not obvious. The uniqueness, uniqueness and irreproducibility of the theme cultural hotel are not highlighted. The core standard of a cultural theme hotel is culture, and the prerequisite for creating a cultural theme hotel is to carefully analyze the cultural resources and customer demand of the customer source market, and create products with distinctive characteristics and meeting the consumption needs of guests.

2.The theme culture is single

From the perspective of the specific construction method of the theme cultural hotel, the presentation of the theme culture by the hotel is relatively simple, and there are obvious surface phenomena. For example, most of the theme cultural hotels are only based on their own flat layout, landscape matching, interior decoration, and The service personnel's dress and other aspects are effectively constructed. Although on the surface it does meet the requirements of the theme culture, it cannot reflect the deep theme culture, and the customers cannot also understand the specific theme culture connotation.

3. The theme cultural products are not perfect

Cultural theme hotel products mainly include catering service products, room service products, and special product services. Food service products should have special catering foods related to cultural themes, and room service products should have creative products related to the theme culture, as well as creative services based on cultural themes, with customers' "experience" as the first requirement , And finally should provide corresponding experiential services in product services, such as sports, leisure services, specialty goods services, etc.

Fourth, development countermeasures

1. Reasonably select the theme culture

Only when the theme culture is selected properly can the subsequent creation work be better implemented. In combination with the effective choice of theme culture, hotels need to comprehensively consider from multiple dimensions. The selected theme culture should have unique characteristics, to avoid choosing only around cultural hotspots, causing problems of convergence; the selected theme culture should have a deeper The background can be richly presented in the subsequent creation; the choice of theme culture also needs to have strong appeal and an ideal audience base, so that it can win more customers.

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

The basic point of cultural theme innovation lies in the determination of cultural themes. Innovation requires the full understanding of urban humanities and historical sedimentation, selection of themes, trials of themes, and final determination of themes for innovation. Cultural theme innovation needs to sort out the relationship between culture and history and determine the innovation core of project development. Based on the positioning of the project, innovative leisure living spaces and leisure lifestyles will be created. Environmental construction innovation, guest room product innovation, catering product innovation, characteristic product innovation, cultural and creative product innovation, service design innovation, etc., and finally implemented into customer experience innovation.

3. Adapt to local conditions, and pay attention to the harmony of theme hotel construction.

Themed hotel buildings are an important part of the local community, but the architectural style and theme culture are too prominent and too "unique" to easily clumsy. Lack of coordination with the community environment may also cause dissatisfaction among local people. Therefore, the theme hotel should take into account the local environment and local customs of the hotel to achieve harmonious symbiosis and coordinated development.

4. Deepen cultural connotation and quality under the premise of diversification

The establishment of a theme hotel should incorporate traditional culture into the hotel's construction. Based on the extension of the theme culture, it will be the responsibility to inherit and develop Chinese traditional culture, build a brand culture, and implement and promote it in the hotel. Create rich cultural experience activities, let customers participate in the scene, experience traditional folk activities. For example, the traditional festivals make a variety of pastries, the production of New Year's pictures, etc., so that residents are inadvertently influenced. In the details of the hotel, such as the small cultural ornaments related to the theme culture in the corridor, the walls and lighting of the guest rooms should be selected in accordance with the theme culture to give guests an elegant and comfortable living environment.

5. Cultivate a professional talent team

One of the problems that has long plagued the development of the hotel industry is the problem of "difficult to recruit people" and "difficult to find professional talents". One way to solve this problem is to retain and develop talent. Zhang Rungang, the vice president and secretary general of China Tourism Association, clearly stated in the 2018 hotel industry review that according to relevant research reports, the annual training duration and professional training of hotel employees in China are decreasing year by year. Not only that, the training content is solidified. Mainly to deal with the job. Such employees cannot improve their professional ability in the hotel, but only cope with the work, which will naturally lead to the loss of on-the-job staff. Therefore, the construction of the talent team of cultural theme hotels needs to increase the training time, enrich the training content, avoid the occurrence of overloaded employees, and ensure the stability of the talent team.

6. Use new media and other marketing methods to operate the hotel.

For the marketing of themed hotel products, first of all, based on the hotel's own positioning and the unique and personalized needs of the target customer group, based on maximizing the consumer experience, comprehensively grasp the various needs information of themed hotel consumers. On this basis, we will take appropriate marketing strategies, adjust the sales prices of themed hotel products, and optimize sales channels.

In today's era of online information, theme hotels should keep pace with the times in promotion and promotion. While using television, newspapers, radio and other media to promote hotels, they should appropriately adopt new media marketing methods such as Weibo, WeChat, and APP to reduce costs. Can also be involved in different customer groups to increase visibility.

7. Increase efforts and give all-round support.

At present, some regions have introduced rules and regulations for themed hotels, but in terms of the understanding and understanding of themed hotels, there are still differences between regions, and the level of specialization is also inconsistent, which has caused the uneven quality of themed hotels in China to a certain extent. The author suggests that relevant authorities and non-governmental associations should unify their understanding, improve relevant mechanisms and methods, and give more effective and effective guidance and assistance to the theme hotel construction to ensure the orderly, standardized and efficient development of the theme hotel.