Relationship between Customized Service and Theme Hotel

On the Personalized Service of China Theme Hotel

Winding and clear canals, exquisite stone bridges, aerial swimming pools with beautiful white sails, and "gondola" swaying in the wind.

Ships and overlapping waters are like dreams. The Golden Lion of St. Kyle stands at the top of the picturesque Italian building. The doorman in the Venetian sailor suit greets and sends away the guests politely ... All the most charming landscapes in Venice have appeared, but this is not a mirage, but a reflection of the ocean. It is Crowne Plaza Shenzhen, which embodies the soul of water city. Although you are in Shenzhen, you can deeply feel the Venetian style and enjoy the soul of its water town across Qian Shan, which is the charm of the theme hotel. 200 1 Crowne Plaza Shenzhen opened in Shenzhen, which is the first real theme hotel in China. As a new hotel development form, the theme hotel has not developed for a long time in China, but it provides a new idea for the development of hotel industry in China. Theme hotels have unique charm and are becoming the development trend of international hotel industry.

Personalized service is the development direction and competition focus of tourist hotel services in the new era, an important embodiment of humanistic spirit and humanistic care, and the need of the progress of the times and social development. The combination of personalized service and theme hotel undoubtedly makes the theme hotel more meaningful, attractive and perfect. How to combine personalized service with theme hotels is a new topic facing the development of hotel industry under the background of experience economy.

First, the theme hotel and personalized service under the background of experience economy

The so-called experience economy is an economic form that takes goods as props and services as the stage to satisfy people's experience. This is the latest wave of economic development. Among them, goods are tangible and services are intangible, but the experience it creates is unforgettable. [16] American scholar Joseph? Pine and James? Gilmour described in the book Experience Economy (2002): "Here, consumption is just a process, and consumers become the products of this process. When this process is over, the experience memory will remain in consumers' minds for a long time. Consumers are willing to pay for the experience because it is beautiful, rare, unrepeatable, non-transferable and fleeting, and every moment is' unique'. " [19] The rise of experience economy is not accidental, but an inevitable trend of the sublimation of human needs.

The biggest feature of the pursuit of experience economy is the "individualization" of consumption and production. The need of market competition makes enterprises pay more and more attention to the experience of personalized value embodiment, psychological feeling and emotional pursuit, and try to provide customers with a platform to gain experience. Toffler, a famous American futurist, believes that the development trend of service industry in the future is that people will develop more products related to experience and make false experiences become reality.

With the advent of the era of experience economy, some changes have taken place in the trend of hotel consumption, which are as follows:

1. From the perspective of consumer demand structure, the proportion of emotional demand has increased. Consumers pay more attention to emotional needs while paying attention to product quality. Consumers pay more attention to the close relationship between tourism products and themselves, and prefer those perceptual tourism products that can resonate with their psychological needs or realize their self-worth.

2. From the consumption content, popular hotel products are losing momentum, and personalized products and services are becoming more and more popular. With the increasingly rich consumption experience, consumers are more picky, and begin to pursue a kind of tourism products and services that show their individuality, and trust their feelings more.

3. From the point of view of value goal, consumers turn from paying attention to the product itself to paying attention to the feelings when accepting the product. Consumers not only pay attention to what kind of products they get, but also pay attention to where and how to get this product. They began to pay attention to the process.

4. From the way of accepting hotel products, consumers have changed from passive acceptance to active participation in the design and manufacture of hotel products. Judging from the consumption practice in recent years, consumers have developed from passive acceptance of hotel products to personalized demand for hotel products. They increasingly hope to cooperate with hotel enterprises to develop hotel products that can resonate with them and produce a beautiful life experience. [ 16]

With the improvement of people's living standards, guests who come to the hotel for consumption are not satisfied with the simple material needs, but will pursue richer spiritual enjoyment while receiving services, including deep impressions, brand-new feelings, wonderful memories and extraordinary experiences generated in the hotel and other unprecedented impressions, feelings, memories and experiences. What they are looking for is not only a place to sleep and take a bath, but also a never-ending "leisure life" drama. Every customer can find his own role in this play, and only need a certain cost. In this context, theme hotels came into being to meet the needs of the market and the call of the times. [ 1]

Second, the connotation and important role of personalized service

(A) the connotation of personalized service

Personalized service is to take the customer's needs as the center, on the basis of satisfying the customer's sexual needs, and actively provide special services for the guests according to their individual characteristics and special needs. This is a tailor-made service for guests. Personalized service splits and reorganizes the elements of standardized service, and improves the details according to the direct needs of customers, so that the terminal link of service is more integrated into the consideration of customer needs, and efforts are made to put itself in the position of presetting various alternatives for customers, instead of personally participating in the service design process, so that customers can freely choose according to their own personalized needs, change the situation that they have no choice in the standardized service system, and truly become the master of hotel services. [8] Personalized services also include services provided by service enterprises with their own personality and characteristics, such as theme hotels launching personalized service projects and theme activities according to their own theme culture and resource advantages. With the continuous evolution of service practice, the content of personalized service is becoming more and more abundant. Personalized services include flexible services, hobby services, psychological services, emergency services, personal butler services, entrusted services, social services, unconventional services, forward-looking services, after-care services, tracking services, computer-based optional services and so on.

The connotation of personalized service is very rich, because the personalized needs of guests are diverse. From being familiar with each guest's name and address, to remembering the guest's old seat, old menu and taste requirements, to sending birthday wishes and greetings to the guests on their birthdays, and even to transport the guests' mounts to hotels on the other side of the ocean in order to let them get on their own off-road vehicles in foreign countries. Of course, the hotel provides personalized service, which is difficult according to the individual needs of the guests and the actual situation. The more unique and difficult it is to meet the individual needs of the guests, the greater the satisfaction and surprise, and the better the reputation and influence of the hotel.

Personalized service mode requires service personnel not only to master the * * *, basic, static and explicit needs of guests, but also to analyze and study the personalized, special, dynamic and implicit needs of guests. It emphasizes one-to-one targeted service and advocates "special love for special you". At the same time, it pays attention to the flexibility in the service process and emphasizes the adaptation time. Personalized service is a kind of humanized service, which emphasizes serving the guests attentively, requires fully understanding the guest's mentality, carefully observing the guest's movements, patiently listening to the guest's requirements, sincerely providing sincere service, and paying attention to emotional communication in the service process, so that the guests can feel that every smile, greeting and service of the service staff are from the heart, which truly embodies a unique humanistic concern. [7]

(B) the important role of personalized service in hotel management

With China's reform and opening up and rapid economic development, the service classes of China's hotel industry are increasingly extensive, the consumption experience of hotel customers is increasingly rich, personalized consumption is increasingly obvious, and consumers' awareness of self-protection is enhanced. From the simple pursuit of material satisfaction to the pursuit of all-round material and spiritual satisfaction, the hotel industry has entered an era of guest choice and picky. Facing the new consumption demand and new market environment, China hotel industry will set off a new round of service revolution. Personalized service is the inevitable choice of hotel industry competition, which meets the needs of social development and consumption promotion. It is an important means to improve the competitiveness of hotels and plays an important role in hotel management and development.

1. Personalized service helps hotel services to be positioned at a high starting point.

In the hotel service, the service personnel should strictly implement the practical service norms and carry out personalized service throughout the whole service process. In the implementation of personalized service, operators are required to be organized, planned, implemented, inspected and summarized, and cannot become a mere formality, thus pushing the service quality of hotels to high quality.

2. Personalized service helps the hotel to study the consumption psychology of the guests.

The key of personalized service is to understand the different needs of different guests, analyze and understand the psychological needs of guests, find the personality and individuality between different needs of guests, and try to meet the needs of guests. Studying the guest's consumption psychology is helpful for the hotel to develop marketable hotel service products, and it is easy to get the guest's approval and preference.

3. Personalized service helps to strengthen employees' service awareness.

The promotion of personalized service can make employees aware of the important role of their jobs in hotel management, and make service personnel learn to observe and analyze guests and understand their preferences and taboos while doing a good job, so as to meet their actual and potential needs.

4. Personalized service helps employees to improve their flexible service skills.

Personalized service requires service personnel not only to master various service skills, but also to be good at flexible service according to the needs of different guests. Personalized service is a kind of high-quality service, which requires high service skills, adaptability and innovation ability of employees. This requires hotel staff to put themselves in the guest's shoes, master the particularity of each guest, adopt flexible service skills and provide personalized services in a targeted manner. [ 1 1]

To sum up, personalized service plays an important role in hotel work, and effective personalized service is directly related to the economic and social benefits of the hotel. Personalized service undoubtedly plays a more important role in theme hotels that highlight theme characteristics and personalization. Personalized service is the soul and vitality of themed hotel products. Personalized service with the theme of hotel will make more guests fascinated by the theme hotel. Personalized service pushes the attraction of theme hotels to the extreme, which is of great significance to improve the service quality of theme hotels and the comprehensive quality of employees.

Thirdly, personalized service is the soul of theme hotel products.

(A) the theme hotel products

Hotel products refer to the physical products and service products provided by the hotel to the society that can meet the material needs and spiritual enjoyment of guests. It includes all kinds of tangible products, equipment and facilities, environment and intangible products such as service skills and service attitudes. Theme hotel products are valuable and unforgettable experiences provided by hotels around a certain theme material through the introduction of theme concepts, the creation of theme environment and atmosphere, the design of theme facilities and products, and the provision of theme activities and services. For customers, theme hotel products are an experience; For hotel product providers, theme hotel products are the sum of a series of activities to provide customers with unforgettable experiences through experiential design. [2]2930

Dong Fang mentioned in the article "Theme Development and Management of Leisure Products" (2004) that theme hotels create the business atmosphere of hotels by giving them certain themes, embodying specific cultural atmosphere and giving customers personalized cultural feelings. The service in the hotel is also integrated into this theme. Personalized service replaces the same service, which makes customers get happiness, knowledge and excitement in this hotel. This theme has also become a stimulating factor for customers to easily identify hotel characteristics and produce consumption behavior. [23]

As a product system, themed hotel products are a production service system that shapes, sets off and deepens the theme. When the theme concept was put forward, the creation of theme environment, theme atmosphere, theme facilities and product development played an important role in shaping and setting off the theme. Theme activities and personalized service projects are the extension of theme culture. Only by deeply explaining the connotation of theme culture can we form a unique, unique and distinctive theme experience and meet the different needs of customers for product content, which is also the key to the construction of theme hotels.

As a service industry, the rich source of theme hotels' differentiation lies in intangible services. Theme hotels can provide targeted, distinctive and emotional personalized services for different customers, and integrate themes to develop personalized service projects and theme activities, which can form the "core technology" of theme hotels. After all, the construction of theme environment, theme facilities and theme atmosphere is easy to imitate. Only by integrating service items into the theme and developing personalized service products can the technical core of the theme hotel be formed and its unique core competitiveness be formed.

(2) Personalized service products of theme hotels

With the arrival of experience economy and the change of customer's consumption demand, experience service products came into being under this background. Hotel experience service products refer to the sum total of unforgettable experience services created by hotel operators by using various reception service facilities, activity equipment and good environmental conditions to meet customers' leisure, entertainment, vacation and other experience needs during the travel process. Theme hotel products are the fusion of hotel service products and experience products. Because theme hotels belong to the service industry, personalized service plays an important role in theme hotel products, so theme hotel service products designed for experience are also called theme hotel personalized service products.

The development of personalized service products of theme hotels is aimed at the predetermined experience theme of hotels, and processed into various personalized service items and theme activities with experience functions by using hotel resources. This paper mainly analyzes the personalized service products of theme hotels from the perspective of customers' psychological needs of experiencing consumption.

The psychological analysis of customer experience consumption demand includes: feeling experience demand, feeling experience demand, thinking experience demand, social particularity experience demand and so on. [14] Therefore, the personalized service products of theme hotels can be divided into:

1. Sensory experience service products. Sensory experience is the process of establishing sensory experience through sight, hearing, touch, taste and smell. A slogan of Hyatt Group said: "We should believe in pleasing the five senses of human beings, not just stimulating them." Theme hotels meet the needs of customers' sensory experience through design in many aspects and angles: Luxo Hotel in Las Vegas, with the theme of ancient Egyptian civilization, has a pyramid-shaped appearance, and the environment and room design of the whole hotel are mainly in ancient Egyptian style. Influenced by the external design of the hotel, the elevator of the hotel inclines 39 degrees up and down. Taking such an elevator, guests will be amazed by this wonderful experience. [5] With the theme of tea culture, Xikang Hotel cleverly designed a room decorated with Tibetan tea and made it into a "tea room", where nutrients and fragrant smells filled the room, bringing multiple health experiences to guests. The service staff of Xikang Hotel show the guests tea performances, tell all kinds of historical allusions related to tea, and closely link the service with the theme experience.

2. Feel the experience service products. Feeling experience is to touch the inner feelings of customers, with the purpose of creating a pleasant inner emotional experience process, which will have a * * * sound and soul shock with the theme culture. Experience service products are mostly formed by customers in the process of hotel consumption. For example, when you open the bed, there is a line in the common telephone guide of the bedside table: "Please don't forget to call home, lest the family worry", so that guests can feel the warmth of "being at home". Qinyuan Art Theme Hotel, the first art theme hotel in Hangzhou, pursues a unique artistic atmosphere, making it an art theme hotel integrating design art, architectural design, space design, visual design and even music design. Qinyuan Art Theme Hotel, from the entrance lobby to every room, is all well-designed fashion art. Walking into the hotel is like entering an art exhibition hall.

3. Thinking experience service products. Thinking experience is to inspire people's intelligence through thinking and creatively let customers get the experience of understanding and solving problems. It uses surprises, tricks and temptations to induce customers to have special experiences. For example, a leisure resort in Luoyuan, Fujian, built a hunting ground using local hills and hills. Guests buy some pheasants from the hotel, bring shotguns rented from the hotel, put on camouflage clothes, and take hounds up the mountain to release chickens with the coaches sent by the hotel, so that guests can experience the life of hunters.

4. Experience service products with social characteristics. The experience of social characteristics is related to a certain group or culture, which embodies specific values and attitudes, thus forming the experience of establishing customers' specific social identity, status and prestige. For example, youth hostels all over the world embody the spirit of self-help, optimism, diligence, unity and progress of young people. The restaurant of Youth Travel Service prepares some semi-finished raw materials for guests to cook, the coffee shop allows guests to grind their own coffee beans and make coffee, and the music bar or performance hall allows guests to play and sing on stage. These participatory activities not only satisfy consumers' psychological needs for education and learning experience, but also gain a sense of accomplishment in realizing self-worth and even satisfaction in expressing desire. [ 14]

In the process of developing personalized service products, theme hotels should comprehensively consider the psychological needs of customers, explore the theme culture from multiple dimensions, develop colorful personalized service projects and theme activities closely related to the theme, and integrate personalized service with theme experience. Personalized service products not only meet the guests' experience needs, but also make guests and theme hotels feel emotional. Theme hotels communicate with guests and create a group of loyal customers.

Four. Analysis on the Current Situation and Problems of Personalized Service in Theme Hotels in China

(A) the status quo of personalized service of theme hotels in China

With the introduction of the theme hotel concept and fierce market competition, the theme hotel has developed rapidly in China, and now it has a considerable scale. By the end of 20 1 1, 22 theme hotels had passed the qualification examination and obtained the license. Because the theme hotels that started earlier have stood firm in the fierce market competition, many traditional hotels have transformed into theme hotels, and many new hotels are located in theme hotels. For a time, all kinds of "theme hotels" spread all over the country, but some "theme hotels" only have certain theme colors and only have superficial characteristics related to theme hotels, so they can't be regarded as real theme hotels. Theme hotels reflect not only design and decoration, but also service, which is the culture of the hotel.

There are many favorable conditions for developing theme hotels in China, and many successful theme hotels have emerged. According to their own resource advantages, these theme hotels choose appropriate themes and market positioning, and develop theme products and services. For example, Hexiang Mountain Villa has developed a "longevity banquet" integrating Taoist health culture, established a pool training base, and compiled a series of health books to give full play to the role of Taoist health culture. [4]

The personalized service items and theme activities of theme hotels mainly include: theme services and marketing activities that embody theme culture, amusement services or activities that embody theme culture, entertainment activities that embody theme culture, such as performing arts, participation activities that show guests' talents, such as playing, calligraphy, aesthetic visits that cultivate sentiment (such as tea performances), brochures that introduce theme characteristics and activities, etc. The service mode of the hotel is consistent with the theme culture of the hotel, and the hotel waiter has a rich understanding of the theme culture and can provide it. [2]7095

Although domestic theme hotels have developed personalized service projects and theme activities around their own themes and achieved certain results, the breadth and depth of development are not enough, and there is still a lot of room for development. In addition to providing rich theme entertainment activities, aesthetic participation activities and health care services, theme hotels should also think deeply about how to keep the hotel's service model consistent with the theme culture, how to enrich the service personnel's understanding of the theme culture, and how to carry out theme experience marketing. The theme hotels in China have obviously not done enough in these aspects. Theme hotels should think deeply about how to highlight the theme in service, integrate the theme with personalized service, and fully display the unique theme experience.

5. How can domestic theme hotels better provide personalized services?

Facing all kinds of guests and different consumption needs, how can theme hotels provide personalized services for different guests? This is not only a problem faced by modern hotel industry, but also a problem faced by theme hotels to improve service quality and attract more repeat customers.

(A) the professional quality required to provide personalized services

Personalized service is flexible and changeable, which puts forward higher quality requirements for hotel employees. On the other hand, the development of personalized service has honed the comprehensive ability of employees in all aspects, and over time, the hotel will build a high-quality staff. Personalized service requires service personnel to have the following requirements in terms of personal service awareness and professionalism:

1. Be familiar with and master the hotel standardization procedures and operating procedures of each post.

Standardized service program is the basis of personalized service, and personalized service is the continuation and supplement of standardized service. In order to meet some special requirements of guests when implementing personalized service, the services provided often exceed the boundaries of hotel functional departments, and it is necessary to provide services for guests through the unified coordination of various departments. Therefore, the service personnel must be familiar with and understand the operation procedures of various departments of the hotel, break the limitations of the departments when necessary, and provide timely services for the guests.

2. Have the ability to be familiar with and update relevant knowledge.

Hotel industry is an industry with rapidly updated knowledge, and the services it provides always revolve around the different needs of different guests in different periods. This requires service personnel to have the ability to quickly update and master relevant knowledge, such as local climate, tourism dynamics, business dynamics, flight information and so on. At the same time, it is necessary to understand the needs of tourists in different periods and the characteristics of local folk customs, so as to be targeted in the service process.

3. Serve the guests in advance.

"Thinking what the guests think and being anxious about what the guests are anxious about" is a basic point of providing quality service, but in personalized service, service personnel should add some advanced consciousness to improve it. For example, when a guest asks how to get to a scenic spot, the service staff can not only tell the guest the route, but also introduce some scenic spots along the way and the best route back to the hotel. If the guests are foreigners, you can also prepare some bilingual phrases, pencils and paper for the guests to use when asking for directions along the way.

4. Reduce the strangeness with the guests in the shortest time.

After receiving the check-in information, the service personnel should be familiar with the personal data and living habits of the guests as soon as possible. In this way, when serving guests, you can use it flexibly, narrow the distance with guests and create a real "home away from home" for guests.

5. Continue to provide personalized services.

No matter how many days or times a guest stays, as long as it is the same guest, the personalized service provided to him should be continuous. That is, what was the most satisfactory service enjoyed by the guest last time or the day before, and what service should be provided for him this time? From a cup of coffee with a few cubes of sugar to the decoration of the room, the floor and room number should be based on the most satisfactory service when the guest checked in last time. This can reduce the strangeness of guests to the hotel and attract more repeat customers. This requires service personnel to have keen insight when serving, and at the same time, to record the special services of guests and formulate detailed customer history files. This is also an important link in the implementation of personalized service.

(2) Collection and analysis of guest information

To provide continuous personalized service, it is necessary to understand the individual needs of guests and collect various consumption habits and demand changes of guests, which puts forward requirements for the collection and analysis of information materials and guest historical files of theme hotels.

Guest demand information is called "golden information". In the world tourism market, information collection system and database have become the magic weapon for hotels to win. The hotel will provide effective personalized service according to the guest information, so as to gain the timely recognition of the guests and improve the service quality in a targeted manner. The most basic way to collect guest information is the communication between service personnel and guests. Service personnel communicate well and interact meaningfully with guests, so as to reach an understanding. Effective communication requires service personnel to be customer-oriented, learn language theory, improve their speaking skills and skills, and ensure the correct transmission and reception of information. [ 17] 1820

Guest information base is the storage of guest information and the basis of providing personalized service for theme hotels. Theme hotels should actively analyze these data so as not to provide personalized services mechanically and passively. It is worth emphasizing that the computer-based guest information database has become an important technical support for personalized service. When providing personalized service, theme hotels need to establish detailed and subtle files of guests' needs, including basic information, education, family situation, interpersonal relationship, professional situation, personal life, service evaluation and other aspects, and use data technology to develop and process them. In this way, theme hotels can effectively use and develop the potential information of guest data, thus saving service costs and increasing profits. [ 1 1]475 1

The establishment of guest historical archives is an information mode of guest information base, and it is also one of the concrete manifestations of guest information base. Relying on digital statistical system and highly developed computer information technology, theme hotels can quickly perceive their own environment, customers' needs and competitors' challenges, and respond in time.

Generally speaking, in the process of implementing personalized service in theme hotels, service personnel should always be in the best condition, so as to understand the personalized needs of guests, collect and analyze the historical files of guests, establish an information feedback system, and deal with the personalized needs of guests in time. Moreover, the continuous personalized service for repeat customers is a powerful guarantee for the theme hotel to continuously improve its popularity and reputation in the public.

(C) "operating" hotel staff to improve service quality

Whether the guests are satisfied with the theme hotel depends largely on the service quality of the staff, in addition to the overall impression of the theme hotel. Service personnel are service providers. Without satisfactory employees, there is no satisfactory service. Rosenpass, president of Rosenpass Tourism Management Company in the United States, challenges the traditional concept that "customers are God" and thinks that "employees first, customers second" is the way to success. Only by putting employees first can employees have a sense of customer first. Theme hotels should manage their own employees and build their own service products and brands like their own hotels. [ 13]

First of all, choose employees who are suitable and willing to engage in hotel service. Find employees who agree with the theme culture of the hotel, and train them on the knowledge and skills related to the theme hotel, so that employees can agree with and love the culture of the theme hotel and think about the cultural connotation of the theme hotel. Only in this way, can they sincerely serve the guests, and have a * * * sound with the guests' experience, and better provide personalized service.

Secondly, cultivate high-quality and distinctive employees belonging to this hotel. After selecting employees, hotels should not only train employees in job operation skills, hospitality skills, behavior expression skills and language communication skills. , to be standardized and efficient; At the same time, we should also be good at tapping the potential quality and ability of employees. Service personnel are innovative and personalized in service practice. We should pay attention to accumulation, be good at summing up and upgrade to experience, so as not to lose good practical experience. Theme hotels can also carry out investigation and summary of personalized service practice, collect vivid materials, and strengthen and expand the publicity of personalized service.

Third, motivate employees and retain outstanding employees. Many practices show that among all kinds of incentives, emotional and spiritual incentives are the most obvious. In addition to tangible incentives such as basic salary and welfare policies, hotels should also authorize and decentralize employees, so that employees have a sense of ownership and responsibility and a sense of accomplishment in customer service. This can not only tap the potential ability of employees, but also stabilize employees and strengthen the cultural atmosphere inside the theme hotel. This also facilitates the theme hotel to form a service model consistent with the theme cultural connotation.

To improve product quality and service level, theme hotels should not ignore the quality of employees, but care about, trust and fully empower employees. Only when the hotel management regards employees as customers, establishes good interpersonal relationships with them and seeks opportunities for them to jointly develop and operate the hotel can they achieve long-term economic and benefit goals. [2 1]

In addition, theme hotels should also strengthen theme experience marketing, which is not only based on the marketing staff of theme hotels and the sales plan of theme hotel products, but also full-time marketing. Only by deeply understanding the theme culture and theme connotation of the hotel can the service personnel take personalized service as a means of experience marketing in the service process and truly achieve the purpose of selling theme hotel products in the experience.

Conclusion of intransitive verbs

In the era of experience economy, people's consumption concept is more mature and consumption experience is more abundant. In order to improve the competitiveness of theme hotels, it is necessary to change the service management mode, provide personalized services, develop personalized service items and products, and cultivate more loyal customers. This is also the inevitable trend of the development of theme hotels. Personalized service meets the needs of customers' self-realization, deepens the feelings between hotels and customers, and turns the traditional "one-man show" of hotels or customers into a "two-person turn" of hotels and customers. Theme makes personalized service more meaningful, and personalized service makes theme hotels more perfect.

In the process of providing personalized service, theme hotels in China should dig deep into the connotation of theme culture, pay attention to the various experience needs of guests, develop unique personalized service products, integrate theme with personalized service, and let guests participate in the interaction of themes to get a good life experience. So as to enhance the influence of China theme hotels, enhance the international competitiveness of China hotel industry, and launch the brand of national culture.