The Hotel’s Cultural Identity And Its Empirical Study Based On Customer’s Point

Researchers found that Customer Identity has a positive effect on the enterpriselong-term development. Mainly in the following areas: Customer Identity canpromote customers word of mouth communication, which can enhance customers’sability to resist negative information on enterprise to a certain extent. At the sametime, it can also cultivate customers loyalty. With the development of China’s hotelindustry, the competition between hotels is increasingly fierce. Each hotel in thehardware facilities of the gap is no longer apparent. Competition between hotels hasalready transferred from the hardware facilities to the hotel culture. Competition ofhotel industry began to develop from tangible products and intangible cultural servicecompetition to a higher level and higher quality of cultural competition. We can saythat the hotel culture plays a pivotal role in shaping the competitiveness of the hotel.In recent years, scholars of on hotel culture focus on hotel culture connotation,structure, characteristic, function and construction of hotel culture strategy.Construction of the hotel culture researchers focused on the cultural construction ofthe hotel misunderstanding. While the construction strategy of hotel culture mainlyunfold from hotel construction material culture, hotel spiritual culture, culturalinstitutions and hotel technical culture four aspects. Overall while the study of hotelculture of domestic and foreign scholars have made many significant research results.However, from the perspective of cultural identity to study and explore the hotelculture, not much related research. Some scholars began to interpret the distributionand revelation from the employee perspective of hotel cultural agree, but from theperspective of hotel guests to study the cultural achievements of the hotel are rare.Combined with empirical research conducted by the national brand hotel is especiallyvaluable. This paper combines the theory of Customer Identity and Hotel CulturalIdentity, and drawing on the research on cultural identity, organizational identity andsocial identity. From the customer perspective to explore the hotel cultural identityis one of the few positive attempt in the theoretical study of the existing hotel culture.This article combines the method of qualitative research with quantitativeresearch,on the basis of the relevant literature,clearing the theoretical results aboutthe generation of hotel cultural identity,the essence and connotation of hotel cultural identity,the category and feature of hotel cultural identity, the influence andmisunderstanding of hotel cultural identity and so on.At the same time,on the basis ofcombining customer identity measurement and the research of cultural structure of thehotel,through in-depth interviews on many hotel guests and experts,the article getsthe measurement scale of hotel cultural identity and designs hotels cultural identityquestionnaire on basis of customers’ perspective.In the research,hotel cultural identityis divided into cultural identity of hotel brand,cultural identity of hotel system andcultural identity of hotel material.At the same time,the article conducts exploratoryattempt on the results of the hotel cultural identity.With SPSS16.0,by analyzing thequestionnaire,the article finds that customers focus on the aspects of the hotel’smaterial cultural about cultural identity of a domestic high-star hotel nationalbrand.They have a higher degree of hotel’s reserve system of domestic hotelinstitutional culture,while having a low level of the cultural identity of hotelbrand.Based on research findings,this article proposes strategies of increasing theconstruction of hotel brand culture,strengthening the construction of hotel institutionalculture and enhancing the construction of the hotel material culture.About hotel culture theory, the article is available one of the few study fromthe perspective of identify to explore and study hotel culture. In order to ensure theconclusion of study is relative strict, credible, and has some practical value, theauthor seeks to follow the scientific research process,rigorous research method andanalysis steps. But due to the limit of personal research capability and experience, theresult of this article is not comprehensive, so the future study should be furtherimprove and perfected. First of all, in this paper, while in certain level theperspective of cultural identity expanded from hotel staff to hotel customers, but fromsystematic and comprehensive consideration of the hotel cultural identity research,the future hotel cultural identity studies should consider from the dual perspective ofhotel customers and employees; Secondly, due to the distribution of questionnairemainly is network and field distribution, the number and range of samples covers lessthan normal, and the representative sample is not enough. so in the future study aboutthe hotel cultural identity, the scope and number of samples on the sample selectionshould also be further expanded; Addition, the lack of personal capabilities and thelimit of related research, the study scale of hotel cultural identity mainly draws thescale of customers approval and related outcomes research of hotel cultural structure,combined with in-depth interviews for hotel guests and experts, then makes themeasurement scales of hotel cultural identity;From the point of whole research process and outcomes, the specific and norms of study design needs to be furtherimproved.