Traditional Culture Encyclopedia - Hotel accommodation - What is hotel culture?
What is hotel culture?
It is a problem that every hotel manager should consider.
First, experience the changes in market demand in the economic era.
(A) increased emotional needs
With the increasing work pressure in modern society, the continuous improvement of people's living standards, the increase of tourists' consumption experience and the improvement of consumption concept, consumers are more eager for emotional experience in hotel product consumption, and the proportion of emotional demand is increasing. Tourists are no longer satisfied with the functional needs provided by standardized and standardized hotel products and services, but pursue deeper enjoyment of extended spiritual products. When consumers' consumption needs evolve to a higher level of respect, tourists hope to meet their unique and personalized high-level spiritual needs through the "scene stage" created by hotel products and services. The increase of tourists' emotional demand for hotel products makes it difficult for traditional standardized hotel products and services to effectively meet their needs.
(b) Increased demand for development
In the era of experience economy, tourists will pay more attention to developing and perfecting their personal knowledge, knowledge and ability through hotel products. According to Maslow's hierarchy of needs theory, people will pay more attention to high-level value needs such as self-realization after meeting low-level physiological and safety needs. Consumers hope that the hotel can create a learning stage and a relaxed and comfortable learning environment. Through teamwork, independent exploration and learning, guests can master the new skills they need without pressure, and they can learn knowledge while enjoying leisure. For example, club med hires non-professional coaches to teach beginners to play tennis; Some resort hotels in the United States provide programs for the elderly to learn to use computers; Some restaurants in Thailand can teach customers Thai cooking skills. The secret of the success of these hotel products lies in meeting the self-development needs of customers.
(c) Increased demand for participation
In the era of experience economy, commercial products have created a kind of "scene stage", and the real protagonist is consumers themselves. Consumers play a specific role in the design and production of hotel products and activities on the platform provided by the hotel, from which they can feel the unique experience of service production and theme activities, conduct more extensive exchange activities and exercise their own abilities in all aspects. Therefore, participation demand has become one of the most important value demands of consumers.
(A) the connotation of experience
No matter how innovative hotel products are in the era of experience economy, their core connotation must adhere to the essence of experience culture, that is, hotel products and services focus on aesthetics and pleasure, providing consumers with novel and beautiful consumption feelings and experiences. The connotation of experiential hotel products emphasizes that the core value of experiential hotel products lies in providing consumers with aesthetic, pleasure and other spiritual enjoyment to improve the added value of products. That is, on the basis of traditional hotel products and services, spiritual and cultural consumption products are bundled, and the value of products is enhanced through bundling products. For example, the price of a cup of coffee is 5 yuan, plus classical music with beautiful melody, or in restaurants with ancient buildings, the price of this cup of coffee will be 50 yuan or even more, because cultural experience will enhance the value of hotel products.
(b) Subject matter
The content of experiential hotel products must have a clear and consistent theme, that is, all hotel facilities, services and products should express a theme concept, which is like an axis, connecting scattered hotel services and products in series to form a consumption experience. Therefore, clear and consistent theme positioning is one of the prerequisites for the success of experiential hotel products. Experience hotel has four themes: entertainment experience, education experience, aesthetic experience and seclusion experience. On the basis of scientific market investigation, hotels should choose theme orientation according to the psychological needs of the target market and the hotel's own advantages. Taking experience theme as the criterion for designing hotel experience products and services, the hotel's business environment, theme products, services and activities are constructed around the axis of experience theme. In the business environment, the hotel's architectural modeling, environmental decoration, background music, equipment, facilities and object modeling and color patterns should all set off the theme atmosphere; In terms of theme products and services, the hotel can transform and upgrade the original products around the theme, and design and develop a series of hotel products and services, such as theme rooms, theme restaurants, theme entertainment projects and theme services. In short, diversified expression carriers always focus on the theme, giving consumers a distinct and profound theme experience. For example, Venice Hotel in Shenzhen takes Venice water culture as the experience theme; Hollywood Hotel in Hong Kong takes film art as its experience theme; New york Las Vegas Hotel takes the city characteristics as its experience theme. These are all examples of experiential hotels successfully shaping the theme of experience.
(3) Form innovation
Innovative and diversified product forms are very important for enhancing customers' unique and lasting experience impression. Therefore, innovative product forms have become one of the important links in shaping experiential hotels. First of all, the means of expression should be diversified, and hotels should pay attention to the comprehensive use of high-tech facilities and technologies such as sound, light and electricity to package hotel products, so as to give customers a "refreshing" experience in form and meet their consumption needs of "novelty, novelty and emphasis on experience". For example, the project "Traveling in Space for Entertainment" developed by a resort hotel in the United States uses superb laser simulation technology to create realistic full-color three-dimensional space-time images, giving guests a feeling of exploring the universe by themselves. In terms of interactivity and participation of products, hotels should combine their own location and resource advantages to develop themed entertainment projects in which tourists participate, so as to enhance the attractiveness of products, which not only gives customers a brand-new personal experience, but also provides a communication platform to meet customers' communication needs. For example, hotels can develop customers to participate in the activities of making craft souvenirs, which not only gives people a brand-new labor experience, but also avoids the situation of tourist souvenirs. Theme hotels with food characteristics can open up cooking learning activities that have just been picked, learned and done.
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