Research Theme Hotel Competitive Advantage

Theme hotel is a comprehensive accommodation facility with special social or natural characters in the style of its architecture and decoration as well as the whole value chain. As a new business modality of hotel industry, the unique advantages of theme hotel are of great importance in getting market recognition and vitality. Therefore, the study of the competitive advantages is significant. This thesis analyzes the practices of some existing theme hotels with economics and management theories, such as competitive advantages, customer value, etc. This thesis also points out the preponderant situation of theme hotels in market and tries to make contribution to the theory development of theme hotels in China. At the realistic level, this thesis reviews the whole business modality roundly through multi-dimensions analysis and cases study and also analyzes relevant factors, which aims to seek the sound choice for the building and operating of theme hotels and provide useful reference for both the existing theme hotels and the theme hotels to be built.The thesis consists of seven chapters. The first chapter is preamble which states the significance and structure of the thesis along with the possible innovations and shortages. The second part contains basic concepts and theories which define the corresponding terms in this thesis, and introduces the main points of competitive advantages theory and Customer Value Theory. The third chapter analyzes the political, economic, social and technical environment, as well as industry environment. Chapter Four analyzes the sources of competitive advantages. The first one is the unique theme cultural resources and abilities; the second one is diversification strategy; the third one is to meet customers' spiritual needs, creating high values for customers. Chapter Five points out that the competitive advantages of theme hotel manifest themselves in the following aspects: excellent quality, creativeness, customer response and high efficiency. The sixth chapter comes up with the measures to improve the competitive advantages of theme hotels from the point of view of industrial standard, industry alignment, R & D and personnel development. The last part is conclusion, giving some suggestions on governmental policies, and the orientation of further research.The possible innovations of this thesis lie in:1) Try to establish the Triangle Model of the competitive advantages of theme hotel. Based on the construction of the Triangle Model,with the theme cultural resource abilities as the base, diversification strategy and high values for customers as the two hypotenuses, this thesis describes the theme hotel's main source of competitive advantages, including the theme cultural resources abilities,diversification strategy and high values for customers. And in the triangle, customers' response from low to high, innovation, quality and efficiency constitute the main manifestations of theme hotel's competitive advantages.2) Generalize the core values of theme hotel, namely exceeding the values of non-theme hotels in terms of knowledge, experience and appreciation value. Core values are an important source of competitive advantages.3) Point out that theme hotel is still in a burgeoning stage. Through the analysis of the development of theme hotel in China, the thesis comes to the conclusion that theme hotel is still in a burgeoning stage, and there is tremendous potential for future development. It is a good choice to invest in theme hotel.4) Advance the concrete vision of theme hotel alignment, which provides method to expand and strengthen theme hotel with policies and elements' combination.Since theme hotel is in the burgeoning stage, the available academic research and practical data are not as ample as other industries, which blocks the further study of theme hotel. The conclusion of this thesis will be further verified with the development of statistics system and research in the future.