Research On The Cultural Image Construction Of Dunhuang Themed Hotels Based On Tourists' Perception

In recent years,the third industry-tourism has developed rapidly,and the hotel industry,as one of the three pillars of tourism,is the source of driving the tourism industry to obtain higher income.At the same time,the number of hotels has also begun to increase substantially,and the competition is fierce,which forces the industry to develop towards service refinement.Most hotels in China have a single feature,the same service,showing a homogeneous phenomenon,from the beginning of the price marketing strategy,the development of the later hotel between the product quality and cultural characteristics of the competition stage.Under this trend,the theme hotels with theme culture as the core of the characteristics were born to meet people's personalized and differentiated product experience and needs of the hotel,the theme hotel is gradually become a new hotel form of the hotel industry.Dunhuang city is abundant in rich tourism resources and profound cultural heritage,and its extensive and profound cultural connotation is the foundation for the development of theme hotels.In recent years,Dunhuang has made great efforts to develop tourism,improve infrastructure,expand tourist market and enrich tourism products constantly,which makes the city increasingly advantageous in developing theme hotels.According to the research,the theme hotels in Dunhuang city are still in the early stage,and there are many problems occurring in the aspects of unclear cultural positioning,monotonous cultural types,shallow cultural connotation mining and lack of personalized design of the theme hotels,which provented the sustainable and healthy development of the theme hotels.Taking image-building of cultural theme hotel as the research content,combined with the actual situation of theme hotel of Dunhuang city,making an analysis towards the image of cultural theme hotels which is based on tourists constitute factors of Dunhuang and putting forward reasonable countermeasures and suggestions to improve the cultural image of the theme hotels Dunhuang.Based on the research of tourist perception and theme hotels,this paper expounded the concepts and theories related to tourist perception,analyzes its development status,and gradually determines the research direction of this paper.With regard to the development theme hotels of Dunhuang city,in order to understand the combination oftheme hotel culture image factors,questionnaires were designed for potential tourists traveling in Dunhuang and on-site tourists staying in Dunhuang Villa,and descriptive analysis,reliability analysis,validity analysis and factor analysis were conducted on the questionnaires.The 16 variables were divided into four common factors by factor analysis: infrastructure services,environmental atmosphere,cultural themed products and publicity methods of the hotel.on the basis of above analysis,In Dunhuang hotel industry development present situation and basic analysis as the basis,put forward the theme of Dunhuang hotel in function and brand positioning to construct the cultural image of the countermeasures and suggestions,are reflected on infrastructure services in the hotel culture,the environment atmosphere on display at the hotel culture,highlighting the theme of the hotel product culture,propaganda way to highlight the cultural theme hotel and dig in Dunhuang cultural connotation,improve hotel's brand and cultural tourist attractions,theme hotel integration mode and other related strategies,so as to provide some reference values for the development of Dunhuang theme hotels.