How to culturally package theme hotels?

As the tourism industry moves towards the era of leisure and vacation, it has become a trend in the future to turn theme hotels into tourist attractions and even landmark regional brands. Nowadays, there are a certain number of specialty hotels in China, such as Queli Hotel in Qufu, Jingchuan Hotel in Chengdu, etc. However, hotels that are fully built and packaged with a cultural theme are rare. Vatican Palace and Shaanxi The Foguang Pavilion of Famen Temple basically set a precedent. Specialty hotels are not the same as theme hotels. The author believes that there is still a big gap between some domestic hotels that have achieved "characteristic" status with special restaurants, special guest rooms, special bars, and special decoration styles, and theme hotels that aim to become local tourist attractions. Specifically reflected in: First, the difference in theme selection. The cultural materials of characteristic hotels are very extensive. All the crystallizations of human civilization can become the target of selection. For example, the Pyramid Hotel in Las Vegas in the United States uses the Egyptian pyramids as its theme and appearance. It's the Sphinx. The theme of a theme hotel that aims to become a local tourist attraction must be closely related to the regional characteristics and cultural characteristics of the hotel's location. Only by choosing a theme based on the regional context can the hotel be recognized and supported by residents where the hotel is located, and more tourists can be attracted. For example, Hexiang Villa, built on the site of the Changsheng Palace, an ancient Taoist temple at the foot of Qingcheng Mountain in Dujiangyan City, is the only Taoist cultural and ecological hotel in China with white cranes inhabiting it. It has innovatively developed the "Immortality Banquet" and the "Qingcheng Taoist Tea" that has been lost for thousands of years. The InterContinental Hotel Jiuzhaigou Paradise, located in the Jiuzhaigou Scenic Area, has done a good job of maintaining the original ecological environment to the greatest extent, allowing tourists to experience the realm of "harmony between man and nature" in the Tibetan cultural atmosphere. Second, differences in cultural packaging. The introduction of characteristic hotel culture can be limited to a certain part or link of the hotel. Different cultural contents can also be expressed in a hotel. For example, it is adjacent to the Wuhou Temple, a historical site of the Three Kingdoms in Chengdu. The Jingchuan Hotel mainly focuses on the cultural characteristics of the Three Kingdoms, and uses the creation methods of one bed, one bunk, one window, one scene, one poem, one painting, and one meal and one drink to carry out characteristic construction, forming a "Three Kingdoms Banquet" for eating. , "Shu Palace Feast"; accommodation, there are "Shu Han Emperor's Palace", "Prime Minister's Mansion", "General's Mansion"; rewards, there is "Three Kingdoms Tea Art", providing on-site services to guests regularly every day and offering guzheng performances. The theme hotel emphasizes the theme of the hotel as a whole, and must build a hotel atmosphere and management system with all-round differences around the theme. The design and combination of hotel hardware to software should be carried out around a unified theme, and each functional area and service details should be It can deepen and display the same theme service, thereby using all the space and services of the hotel to create a ubiquitous theme cultural atmosphere, and unique charm and personality characteristics that cannot be simulated and copied. Third, due to the difference in life cycle, specialty hotels can create a sensational effect due to their uniqueness and novelty. However, compared with theme hotels, they have an obvious life cycle and are more timely. Due to the lack of regionalization, the characteristics formed cannot be organically integrated with the spirit of the city where the hotel is located, and the branding power is weakened. In addition, due to the lack of systemization, the characteristics lack a strong support system, and the influence of functions is easily limited. Therefore, features are easily imitated and copied. With the continuous emergence of homogeneous competitors and customer fatigue, once "features" become a kind of exclusiveness, the product will decline. The system construction of theme hotels from the sensory level and product level to the functional level and brand level is obviously conducive to transforming cultural resources into advanced productivity, allowing them to obtain efficient returns in the market, and opening up red oceans and avoiding competition. Blue ocean, invincible. As early as the late 1980s, the author took the lead in conducting a series of explorations on how to culturally package theme hotels. In 1989, the author suggested to the Liangshan County Government in Shandong Province that the county guest house "Water Margin Hotel" should be renamed "Water Margin Guesthouse", a sculpture of "Water Margin" should be placed in the lobby, and all guest rooms should be changed into guest rooms with theme characters, such as Song Jiang Guest Room, Sun Erniang Guest Room, Lu Zhishen Guest Room, etc., each guest room is completely decorated with bedding, furniture and characteristic decoration according to the owner's identity and personality characteristics; the restaurant is transformed into a theme restaurant, such as Zhujiazhuang Restaurant, Wild Boar Forest Restaurant, Golden Beach Restaurant, etc. The utensils, tableware, background music, and waiter clothing of each restaurant must match the theme of the restaurant. The above-mentioned ideas were later fully implemented in the planning of the "Haohan Villa" theme hotel in Liangshan. After long-term planning and practice, we summarized the cultural packaging of theme hotels as a trinity model of "theme refinement-cultural transformation-industrial expansion".

First of all, the hotel theme must be a reflection of the regional context, that is, the most influential, splendid, distinctive, and easily remembered regional culture in the location of the hotel, such as religious culture, classic culture, celebrity culture, and folk customs. culture. For example, in the tourism planning of Ningxia, based on the local resource endowment, the author proposed to focus on the construction of "Great Wall Hotel", "Silk Road Hotel", "Qingtongxia Hotel" and "Yellow River Hotel", and improve the appearance, interior decoration, clothing and so on. Utensils, background music, special catering, service features and other aspects fully reflect the design and connotation of the theme. In the selection of themes, great attention should also be paid to the application of symbols, so as to stimulate tourists' images and emotions of the tourist destination by symbolizing urban characteristics, and to accept and understand the specific regional image. For example, the "Chiyou Descendants Guild Hall Theme Hotel" planned by the author in Kaili, Guizhou, looks like a fusion of traditional Miao and Dong architecture with modern fashion elements. The roof is in the shape of a large bull's head, and there is a bullfighting sculpture in front of the building. The purpose is to The "horn symbol" is used to highlight the local culture (such as Chiyou culture); while the "Daolang Inn" planned in the Aksu region of Xinjiang emphasizes the packaging of songs. In addition, attention should also be paid to the combination of resource characteristics and market positioning. For example, the "Qiuci Hotel" planned in the Aksu region is an art house, the "Pupulus euphratica forest home" focuses on the specialized tourist and entrepreneur market, and the Tor Peak Camp is mainly targeted at adventure and outdoor sports people. Secondly, cultural transformation. This transformation is not only the physical landscape, but also penetrates into all products within the hotel, such as theme rooms, theme dining, theme recreation, and various accompanying services. The hotel can grasp the following ideas: First, name the guest rooms after characters. For example, the guest rooms in "Haohan Villa" are named after the Tiangang star and the Disha star in turn, and the bedding and furniture should be arranged according to the corresponding stories, legends, identity characteristics, and personality characteristics of the Liangshan heroes. As well as characteristic decorations, the presidential suite is named "Tiankuixingyuan" after Song Jiang's star; the "Silk Road Station" planned in the Aksu area uses the names of guest rooms after celebrities who passed through it in history. The second is to name restaurants/conference halls after events. For example, the "Zhuge Liang Club" planned in Yinan, Shandong Province, named the three multi-functional halls after the Wei, Shu and Wu Three Kingdoms Conference Hall. The third is to enhance tourist experience through symbols. For example, the "Aromatherapy Hot Spring Hotel" planned in Yili, Xinjiang, organically grafts Yili's unique aromatic industry - lavender industry with hot springs and natural ecological tourism industry, and gives Xiangfei cultural connotation, making the trip to Yili a veritable one. For the aromatic journey, the waiter's costumes must be specially designed to include local traditional costumes and lavender cultural elements; the concierge key is also a miniature model of lavender's iconic image or iconic souvenir. Finally, after the theme positioning of a region is established, this positioning should be made to cover all industrial elements. Still taking the "Aromatherapy Hot Spring Hotel" as an example, the hot springs developed there can be used for human drinking after the water quality has been tested by the geological department. This can be used at multiple levels, extending from hot spring bathing to hot spring farming, hot spring planting to hot spring catering. industrial chain. These agricultural products and aquatic products that have been extended to the breeding and planting industries through the multi-level utilization of hot spring water can all be labeled as hot springs, such as hot spring tilapia, hot spring turtle, hot spring duck, hot spring rice, hot spring vegetables, etc. Since hot spring water contains a variety of trace elements that are beneficial to the human body, these hot spring agricultural products and aquatic products also contain them. Therefore, their selling prices are at least twice as high as non-hot spring products; with these hot spring products, it is possible to launch The price of a table of hot spring banquets would naturally be at least twice as high. The flower-themed "National Beauty" theme hotel planned by the author, in addition to covering food, accommodation, travel, shopping and entertainment with flower culture, also recommends that it carry out various flower-related experience activities, such as flower planting and identification, Dried flower production, flower arrangement art learning, essential oil health and beauty, and even flower production, trade and sales, etc., eventually developed into a multi-functional gathering (such as conferences, exhibitions, vacations, catering, entertainment, leisure, health care, shopping, accommodation, trade) , training) complex. The all-round penetration of theme culture will inevitably put forward higher requirements for the hotel's investment capabilities, cultural cognition, and management level, making theme hotels show a high-end development trend. In fact, from a regional perspective, the theme hotel system should form a pyramid structure: the highest level is theme hotels with small quantity, high quality and strong experience, striving to become a landmark tourist attraction second only to scenic spots; the next ones are Four- and five-star specialty hotels with first-class management services; low-end hotels are two- and three-star hotels or budget hotels with certain local symbols.

In the future, a multi-type, multi-variety, and multi-level hotel product system should be formed to meet the needs of tourists at different consumption levels.