The Establishment And Management Of Theme Hotels In China

As the arrival of the new century, China's entry into the WTO has ended Chinese hotel industry with both the opportunities and challenges. Since the management environment of the hotel industry has changed fundamentally, the technological innovation without normality is being accelerated constantly, the customer without mainstream demand is fast changing, the borderless hotel group expands day by day, the market competition without barrier is becoming fiercer, the management environment of the hotel industry has changed fundamentally. Owing to this, the Chinese hotel industry, developed more than 20 years, is moving towards reason and ripeness gradually confronting the fierce market competition. It begins to consider developing a new style of ones own and taking the way to break out of the encirclement.In the 21st century, the competitions of hotels tend to be a kind of more advanced competition which results in the culture competition. The integration of system, culture and humanized services combining in an all-round way is regarded as a kind of distillation which hotels competed for in the future. The customers may have a kind of enjoy culture in the course of consuming. The construction of this kind of culture atmosphere reflects outstandingly at the very beginning of its establishment. Theme hotels pay attention to the construction of theme culture since its establishing.From designing, building, fitting up to management and service, they pay much attention to its unique theme intension, stress the cultural grade, form the individual characters of hotels, and thus form the distinct theme image on the market. Under such social demand background, meeting the social demand with highly developed economy, theme hotels should be urgent than in accordance with the routine practicability demand in meeting guest's culture and demands.In recent years, such new hotel management mode of theme hotels begins to emerge in China. All parts of the country are all trying to build theme hotels, therefore theme hotels become one of the focuses that the hotel industry paying attention to. But while the upsurge of theme hotel, we should know that the theme hotel industry of China is still unripe, and the theory instructed is still not overall. Taking the Three Kingdoms cultural theme hotel --Jingchuan hotel of Chengdu as a case, this article analyzes and summarizes theory of the establishment and management of theme hotels, and proposes several principle and method.Chapter one is about the basic theoretical research about theme hotels. It analyzes the reason why theme hotels rise rapidly and its intension, thus it summarize the definitions of theme hotels, as well as its categories, characteristic, and forming and outlining its thinking way of construction is represented basically. Also it analyzes the function of theme hotels.From market analysis, traveler analysis, product analysis and hotel industry competition that the market is facing, chapter two puts forward that searching of the theme and confirmed the theme is prerequisites in theme hotels establishment. Localization of theme should be confirming from local culture resource and should seek for adaptability of native society.After confirming the cultural theme, the construction phases of hotels should be done. Chapter three analyzes how to carry on theme image making a visualize orientation and market orientation of hotels according to the particularity of its theme. The products of theme hotels should be systemized and diversified to meet market's demands. Theme hotels should adopt cultural marketing way to dominatethe market. And then the chapter analyzes that theme hotels should foster and promote its own core competitiveness and how to do it.The last chapter summarizes the success and some mistaken ideas that may cause the failure from analyzing Jingchuan Hotel and comparing it with other theme hotels.