Study Of Theme Positioning And Feature Construction On Themed Hotel

Themed hotel originated from foreign countries which existed for more than50years. During recent years, themed hotel has already been the focus of the hotel industry in China. Themed hotel differs a lot from the traditional hotels and the outstanding feature of themed hotel is that it was endowed with some cultural theme and themed hotel would be operated and constructed under this culture. Themed hotel aims to build unique atmosphere and special characteristics to bring the customers impressive cultural feeling and unforgettable experience which can improve the quality and taste of the hotel’s products.However, as the development of the themed hotel is not mature in China, there are still many problems need to be solved; for example, hotel themes are positioned inaccurately and lack of originality; or the themed hotel jars with regional environment. This article aims to explore the approach to theme positioning and feature construction through the study of Shunhe International Hotel and provides some reference for the themed hotel’s establishment.First of all,the article explains the title-selecting from background study research objective and approach and notes the content and the emphases of the article. Secondly, the author summarizes the theories of Tourism Experience and Positioning. Meanwhile, the article reviews some relative writings about themed hotels which laid the theoretic foundation. Next, the article analyzes the present situation and the problems of themed hotel and hoping to find solutions. Thirdly, the article discusses the external and internal factors which influence themed hotel’s positioning and feature construction. Finally, the author takes the Shunhe International Hotel as a study and adapts case study and questionnaire method from sense of organs, levels of products and levels of image brand to analyze and study the hotel’s theme position and construction, and also proposes some ideas and suggestions.