M Theme Hotel

Under the background of experience economic,tourism industry develops rapidly and has become a hot spot for mass tourism consumption.As an important part of the tourism industry,the competition in the hotel industry is becoming increasingly fierce,and theme hotels with unique experiences and cultures emerge at the historic moment.Therefore,products and services directly affect the survival and development of theme hotels.Taking M theme hotel as an example,this paper discusses the service quality of theme hotel,which is composed of two parts: case and case analysis.The case part describes the development background of M theme hotel,also the current situation of products and services;On the other hand,the case analysis part references the relevant literature about SERVQUAL scale of service quality gap model and the hotel service quality evaluation index,analyses complaint data of M theme hotel,summarizes M theme hotel service quality problems.Moreover,combined with the actual situation of M theme hotels,the case analysis part proposes strategies to improve the service quality of M theme hotels from four perspectives:hotel decision-makers,service standards,service providers,and hotel propagandists.To narrow the gap between hotel decision-makers’ perception of service and customer service expectations,hotel decision-makers should be ear about market positioning,define target market,promote theme marketing activities,to understand customer needs,specific customer expectations,and provide with service quality awareness;To narrow the gap between hotel service standards and customer service expectations,service standard makers should be ear about the target market,encourage customer immersive themed experiences;To narrow the gap between service delivery and service operation standard process of grassroots staff,the hotel should strengthen internal management,improve the overall quality of staff,guide customer experience hotel themed activities,increase the satisfaction of staff;To narrow the gap between service delivery and hotel market promotion,the hotel should promote on the basis of market positioning,do not make excessive service commitments,and carry out effective communication.