Research On The Influencing Factors Of Micro Location Selection Of Shanghai Boutique Hotels

Under the current background of fierce competition of high star hotel,the boutique hotels appeared as a new hotel format,breaking through of standardization mode of traditional hotels,and meeting the demands for personalized,precise service.With the arrival of the era of mass tourism and citizenship leisure,people were opposed to the standardization,seeking for personalized,and they focus on the experience of endogenous,which made the boutique hotels have a huge space for development.The boutique hotels had become a hot investment in the hotel industry,with "small and boutique",and paying attention to personalized,precise service,the boutique hotels were recognized by the market rapidly.The concept of the boutique hotel was introduced into china at the beginning of this century,the number of the boutique hotels had a explosive growth after the year of 2007.Ctrip data showed that during 2007-2010,the number of the boutique hotels had increase at least 200%.The location selection was the primary task of a new hotel,it is irreversible,and it would play a decisive role in the development of management in the future.The boutique hotels had clear regional features and they are unduplicated,it made its location selection is particularly important.It selected Shanghai as the sample case in this study,which had certain representativeness and authority.On the one hand,Shanghai had a high degree of openness,from the first boutique hotel opened so far,Shanghai introduced a number of well-known boutique hotel brands,it provided geographical advantage of aggregation;on the other hand,Shanghai's economy is very developed,Per Capita GDP in 2016 exceeded $10 thousand,ranking third in the country,it provided tourist market advantages for the development of the boutique hotels.Based on the theory of location,agglomeration theory,competitive rent theory and multi core theory,this paper summarized the existing research results,combined with the current situation of the development of the boutique hotels in Shanghai,and then it put forward the micro location factor system.Sorting out the data from field investigation and collected on the Internet,analyzed the characteristics of the boutique hotels in the downtown of Shanghai from the aspects of quantity and quality,spatial distribution,the main body of management,the mode of construction,the operating efficiency and the market domain.Based on the field investigation,this paper analyzed the location characteristics of the boutique hotels from the aspects of trafficfactors,tourism resources,business factors,management factors and cultural factors.Through the principal component analysis method,the correlation analysis of the selected index variables was carried out,and the small contribution rate of the variables is eliminated,then determined the weight of each variable by entropy weight method.At last,it put forward some reasonable suggestions on the spatial layout and location optimization of the boutique hotels in Shanghai.This study summarized the research experience of scholars,combined with the unique regional culture characteristics of the boutique hotels.In order to get some innovation in theory,it tried to quantify the indicators.At the same time,using varieties of research methods,including literature research,quantitative and qualitative method,the method of geographic information system,it put forward the location system,and took Shanghai as an example to demonstrate the location system,enhancing the persuasiveness.Specifically,the following conclusions:(1)According to the domestic and foreign industry alliance of the boutique hotels,it selected the hotel samples,analyzed the current development situation in Shanghai : the number of the boutique hotels in Shanghai was increasing linearly;they were uneven in geographical distribution,it concentrated highly in downtown;they were most owned or managed by the domestic management companies and individual owners,they were polarized in scale;relying on the long history and culture,built on the old building mainly;The market of the boutique hotels overall had a good operating efficiency;market had gradually decreased from the downtown to the suburbs.(2)Combined with existing research results,the theoretical basis and actual situation analysis in Shanghai,some features of location in Shanghai as follows:hotels were located in the subway station within 1000 m,92.1% of the boutique hotels was located in the main city road within 1000 m,the transportation is convenient,and they were accessible well;the surrounding natural tourism resources,historical and cultural resources are abundant.76.3% of the hotels around the 5km within the scope of the 3A had more than 5 scenic spots,45.6% of the boutique hotels was located in the historic district,69.6% of the hotels was located in the three districts of Xuhui,Jingan,Huangpu,where it is rich in history cultural heritage resources;high star hotels gathered around the boutique hotels,where business is more prosperous;the hotels basically preferred to locate in where of high land prices.(3)Combined principal component analysis method with entropy method,itconstructed the micro-siting system of the boutique hotels in Shanghai,the influencing factors were divided into four categories,including traffic factor,business factor,resource factor and management factor.It showed that the micro location system has the highest dependence on the resource factor,that is regional history & culture,tourism resources.High-end hotels had obvious agglomeration effect,they were highly dependent on commercial facilities,and located in the city main road within1000 m,convenient rail transportation facilities,but depended low on the traffic hub,cost of land space.(4)According to the results,it put forward some suggestions on the spatial structure and location of Shanghai boutique hotel.The tourism management department should strengthen the investigation into the market of the hotel's source market.The government should strengthen macro-control and balance the development of all regions.It was also important to strengthen historical and cultural development,develop tourism resources and improve the transportation network.From the perspective of investors,we could do some reasonable prediction of the future distribution trend of boutique hotels according to the urban planning.In combination with the present situation of the market and the policy orientation,then the investors select site rationally.