On Primary Analysis And Building Of Image Of The Indigenous Hotels In Chong Qing

In the early of 21st century, lots of international tourism groups begin to put their main points of strategy and business to Asian-Pacific area. Tourism in China, especially hotel industry, has increased its investment and benefit almost by 10% annually. Chong Qing, being both a newly-born municipality and the center city of the Western Development, is undoubtedly noticed by some international tourism groups. That inevitably makes the competition of the hotel industry which itself has already been very sharp become more serious. 21st century is an era of characteristic, so it is not at all surprising to win the market by building the image, especially for hotel industry, which is one of the service trades. Based on two items of survey, which are impression of the indigenous hotels in the mind of the people in Chong Qing and understanding of image by the staff members there, this article deals with some problems of the indigenous hotels. It will discuss whether the leaders of the indigenous hotels in Chong Qing have already realized the importance of image and tried to be the first to build the image, so that they could find out their own characteristic way.The full text is divided into 5 parts.Part 1: Background. In this part, it deals with the impact given by the famous brand hotels to the hotel industry in China, gives the reason for analyzing and building the image of the indigenous hotels in Chong Qing and analyzes how CI works in the hotel industry in China and the document on the image of hotels nowadays.Part 2: Development tendency and description of the present hotel industry in Chong Qing. It points out the necessity to characterize the indigenous hotel in Chong Qing by way of describing the development tendency and the current situation in Chong Qing.Part3: The practical value of image-building. Introduces the concept, character and the essential factors of image of hotel. It examines the value of the image from the aim at developing while uniting as one and from three-dimensional point of views, that is economy, politics and culture.Part4: The primary survey and analysis about the image of the indigenous hotels. It makes an investigation into the impression of the indigenous hotels in the mind of the public and the realization of the indigenous hotels by the staff. According to the result of the survey, it shows the urgency to build the image of the indigenous hotels and simply descript the works already done and the difference of the indigenous hotels.Part5: The image-building of the indigenous hotels in Chong Qing through CIS. It points out the indigenous hotels should build their image through combining their history, culture about hotel and culture in Chong Qing and these decide the applying CI. It demonstrates the chief principles of applying CI, that is the principles of nationalism, characterization, identity, civilization and comprehension.On the basis of two items of survey about the indigenous hotels in Chong Qing , simply descript the works already done and the difference of the indigenous hotels by the history of hotel, the management of hotel and the applying of CI, and so on. Meanwhile, it puts forwards an idea that the indigenous hotels in Chong Qing could show their characteristic image through combining their own development with culture about hotel and culture in Chong Qing. So the image-building of the hotel possesses highly practical value.