References of "Talking about Hotel Marketing in Modern Cities"

1. Foreword Since the reform and opening up, after more than 20 years of development, the hotel industry in Beijing and even the whole country has reached a considerable level of development and the market is becoming more and more mature. The traditional method of gaining market competitive advantage through scale and star competition has been unable to make hotels establish their own core competitiveness. The competitive mode of hotels has undergone fundamental changes and strategic shifts, and market segmentation and characteristic marketing have become the main means to establish core competitiveness. Among them, the most outstanding performance is the theme hotel, which occupies its own unique market segment and attracts specific customer groups by changing its own conditions. Its market performance is particularly prominent, and it has become the mainstream direction for the renovation of most newly-built hotels and even traditional hotels. So what is a theme hotel and how should it be marketed? With the advent of the new economic era, the concept of social marketing has undergone tremendous changes. However, at present, the marketing of many hotels is still in the initial stage of relying on blind management by imitation and loose management by experience, which makes the management effect of hotels very low and very difficult. Ideas determine behavior, and what kind of actions there are. Today's hotel industry is in an era of the most lack of marketing and the most need for marketing. If the hotel lacks the correct marketing concept as the management guidance, it will be difficult to win in the fierce competition market. This paper attempts to summarize the research on theme hotels at home and abroad by analyzing more than 40 articles and related books published in China Tourism News, Travel Magazine, Chinese and Foreign Hotels, Hotel Modernization, Sales and Market, etc. In order to seek relevant research results and give some guidance and enlightenment to the marketing of theme hotels. 2. The rise of theme hotels and related concepts 2. 1 The rise and performance of theme hotels At present, a proper term-micro-segmentation market has appeared in the international hotel industry, which indicates that the era of hotel theme has arrived. Wei Xiaoan pointed out that "the theme hotel is currently in a concept, and there is no real strict operation, but it can form a general idea and pursue this aspect, which is a sign of high market maturity". Qin Wei said, "the essence of the theme is culture, and the theme and personalization of hotels are the inevitable products of the intensified competition in the tourism market. The theme of hotels is an inevitable development trend after the industry matures. " Qin Hao and Meng Qingchao of Jinan University pointed out that "from the perspective of social development, theme hotels are the result of economic development, improvement of people's cultural quality, diversified and personalized needs; From the perspective of the hotel's own development, it is the result of market segmentation to meet the diversified and personalized needs of customers. " Chen, Cultural Commissioner of the Ministry of Culture of Jingchuan Hotel, believes that the birth of theme hotels is an inevitable choice driven by competitive pressure and the only way to seek survival and development. The result is the gradual rise and formation of theme hotels, which become a group of new forces in the industry and form a new strategic alliance with the advanced cultural direction they represent. The birth of this alliance will become one-third or even more of the market power and share of the industry, thus triggering an avalanche reshuffle and snowballing strategic alliance of the whole industry. Theme hotel is the "flag that has been flying" leading this development prospect. In recent years, the hotel industry in China has begun to notice the trend of themed and featured construction, which is manifested in the constant emergence of hotels with various themes and features, becoming competitive products. Creating theme hotels has become a new hot spot of hotel construction in China at the beginning of 2 1 century. Yuan Lee, China Tourism News, analyzes the reasons for the rise of theme hotels in China hotel industry from several aspects, namely, the need for differentiation caused by intensified competition, the need to solve the problem of hotel homogenization, the need to experience tourism development, the need to improve hotel quality and the need for cultural industry development. Tian He Ren Ye analyzed that domestic hotels need to develop new products and improve old projects to meet customers' consumption needs, and theme hotels should make full use of high-tech technology to show their unique hotel environment, meet customers' experience needs and meet the needs of experience economy development. Theme hotels have been launched abroad for nearly 50 years. 1958 12 theme rooms were first introduced by madongma inn in California, USA, and later developed to 109, becoming the earliest and most representative theme hotel in the United States. At present, the most concentrated and famous theme hotel in the world is Las Vegas in the United States. However, in China, the field of theme hotels started slowly, and its development is not very fast because of the large investment in construction. However, this form has already appeared, mainly in www.shlunwen.com in Shanghai, Guangdong and Shenzhen. The first real theme hotel was Venice Hotel, which opened in Shenzhen in May 2002. It combines the architectural styles of European Renaissance and post-modernism, and is decorated with the theme of Venice culture. The emergence of theme hotels can be described as varied. The geographical distribution shows the trend of globalization, and the theme selection is diversified. From the content, it can be basically divided into natural scenery hotels, historical and cultural hotels, urban characteristic hotel, celebrity culture hotels, art characteristic hotel and fairy tale hotels. From different stages and levels of development, it can be divided into functional and cultural theme hotels. Qin Wei divided theme hotels into ethnic geography, history and culture, movies, songs and dances, sports and leisure. 2.2 Related Concepts of Theme Hotels The National Tourism Administration defines a general hotel as an accommodation facility that can provide catering services and related services for tourists at night. Theme refers to conveying the content and meaning information of enterprises and brands, and is the spiritual pillar, focus and memory prompt. Therefore, the theme is the soul of the distinctive features and unique personality of products, and it is also the basic charm of enterprises that affect consumers' choice of consumption direction. The concept of theme hotel comes from theme restaurant, which first appeared in America. What is a theme hotel? There are many definitions of theme hotels. Qin and Han Dynasties and Meng Qingchao believe that theme hotels refer to architectural style, decorative arts and cultural taste. Hotels with specific themes in market positioning and service characteristics. However, Ou Li said that a theme hotel refers to a hotel with architectural style, decorative arts and even services that highlight a specific theme. Based on the domestic literature, the author finds that the research on the concept of theme hotel is mature and tends to be consistent, that is, the theme hotel is characteristic hotel, which embodies the architectural style and decorative art of the hotel with a specific theme, embodies the specific cultural atmosphere, and allows customers to enjoy personalized culture. At the same time, the service items are integrated into the theme, and personalized services are used to replace the same services, so that customers can get happiness, knowledge and excitement. Theme hotels are different from ordinary hotels. They are no longer simple dining and accommodation facilities, but a paradise for customers to seek happiness and knowledge. Wei Xiaoan, a famous tourism expert, summed up "culture as the theme, hotel as the carrier and guest experience as the essence" in three sentences. The theme hotel is characteristic hotel, but characteristic hotel is not necessarily a theme hotel. According to Yuan Lee of China Tourism News, "the so-called characteristic hotel refers to a hotel that has introduced unique natural and cultural resources and modern scientific and technological achievements, giving it a certain difference in appearance, atmosphere or service products from traditional hotels and bringing unique feelings to consumers. Theme hotels refer to hotels that design, build, decorate, produce and provide services according to the most influential regional and cultural characteristics of the hotel. Its biggest feature is to give the hotel a certain theme, and build a hotel atmosphere and management system with all-round differences around this theme, so as to create a unique charm and personality that cannot be imitated and copied, and achieve the purpose of improving the quality and taste of hotel products. " Research status at home and abroad: If a hotel has no guests, then even the best manager can't achieve the profit target of the enterprise. An important problem facing hotels is marketing. With the change of guest demand structure, the competition in the hotel market intensifies. Hotel marketing presents a diversified development trend.