Research On The Theme Culture Choice Of Theme Hotel In Qingdao

With the rapid development of China tourism, hotel industry plays anincreasingly important role in our national economy. The number of hotels is rising,the market is growing to maturity, and competition in hotel industry is becomingincreasingly intense. Accordingly hotel industry has formed a pattern of“internalization of international competition and internationalization of internalmarket”. By2011, there are4388domestic star hotels and226international star hotels.However, there was little difference in services and products provided by domestichotels. After the price war in the preliminary stage, hotels began to compete with eachother by improving product quality and developing hotel culture. Under suchcircumstances, theme hotel, an innovative mode of hotel with theme culture as its soul,meets customers’ new requirements for individualization, distinctness and experienceand is becoming one new trend.Qingdao boasts of abundant natural resources, profound historical culture andhigh level of economic development, those are the innate foundation for thedevelopment of theme hotel. At the same time, Qingdao is among China’s top touristdestinations with developed tourism and hotel industry, which provides favorableconditions for the development of theme hotel. Currently, the development of themehotel is still in exploratory stage with many problems, including culturalindistinctiveness, lack of variety, superficiality and poor integration with hotel thesehinder development of theme hotel. Causes of these problems, in the final analysis, liein the lack of comprehensive studies on the market demand, features of local cultureand city image. This thesis, based on Qingdao conditions, gives a detailed analysis tofactors influencing the choice of theme culture and provides some suggestions onimproving the scientificness and rationality in choosing theme culture for themehotels.The thesis firstly introduces the development of theories on theme hotel homeand abroad, analyzes the current situation of these theories and thus defines the study direction of thesis. Under the guidance of theories and concepts related to themeculture and theme hotel, by making some field trips to theme hotel in Qingdao, theauthor got current development situation and existing problems of theme culturechoice. By analyzing relevant materials and brainstorming, the thesis classifiesQingdao culture into7types and sets index for the choice of theme culture. Thesissets weight for the index by inviting some experts by using questionnaire, to acquireappropriate type for Qingdao theme hotel. Finally, the thesis puts forward fourprinciples for choosing theme culture, including highlighting cultural uniqueness,combining Chinese culture with foreign culture, integrating multi-culture, etc.. Thethesis suggests that it is important to develop hotels themed sea culture, brewingculture, sailing culture, hot spring culture, folk custom and mountain culture. In theend, the thesis also gives some protective measures on the choice of theme cultureincluding paying attention to government policies, strengthening the sense ofexperience of customers, improving staff training and integrating theme culture withcorporate culture of hotel.