| With the continuous development of tourism,tourists in the choice of hotel also changed,more and more tourists began to choose the theme hotel,and the vigorous development of theme hotel,not only makes the Chinese hotel product homogeneity serious situation improved,also effectively promoted the hotel product brand force and cultural force.Take Grand House Shaoxing as an example,as a local historical and cultural theme hotel brand in China,it has attracted many domestic and foreign tourists to stay in the store with its advantages of local tourism resources and ancient village tourism.In recent years,Chinese traditional culture has been recognized and accepted by everyone,and more and more hotels have gradually begun to develop in the direction of culture-themed hotels.As a local culture-themed hotel in Shaoxing,Grand House Shaoxing is of great practical significance to the construction of tourist perception.Grand House Shaoxing opened early in the historical and cultural theme hotel,and it has a certain representativeness and research in the industry.As a teacher of a hotel management university,the author has continuously analyzed and summarized the problems existing in the operation and management of the current historical and cultural theme hotel in the process of repeated contact and cooperation between the college and the hotel.The author has rich experience in hotel management,but the academic research is still learning to improve.In this paper,the author sorted out the research status and related theoretical knowledge of the theme hotel and historical and cultural topics.From the theoretical level,it lays a foundation for discussing the development of historical and cultural theme hotels.Next,after learning a variety of research methods,considering that the network text analysis method and questionnaire survey method may get one-sided views when independently studying the perception of tourism experience,this paper conducts empirical analysis of research design separately with several methods.The "four variables" research model of hotel quality proposed in the paper is practical and applied.In the process of studying typical cases,the academic research methods are mainly continuously demonstrated to reflect that the research model proposed in the paper has a rigorous demonstration process.Based on the ideas given by SERVPERF model and several other research models,based on the four variables of quality,customer experience,customer satisfaction and behavior intention,combined with the characteristics of regional historical and cultural theme hotels,the research model is constructed by the author,and puts forward the targeted research hypothesis is presented.After a field questionnaire survey,after a series of statistical analysis and demonstration.In this study,the author mainly draws the following conclusions: 1)The quality of Grand House Shaoxing includes three dimensions: theme display,quality assurance and cultural integration;2)Customer behavior intention includes recommendation intention and purchase intention;3)Customers with different genders and income have certain differences in the perception of quality research variables.However,there is no difference in customer perception with different occupations and educational background;4)Hotel quality can directly affect the behavior intention,or influence the behavior intention through customer experience and customer satisfaction;5)Hotel quality has a positive influence on customer behavior intention.According to the empirical research conclusion,this paper proposes the quality improvement strategy of Grand House Shaoxing : 1)Highlight cultural theme,focus on integration and application;2)focus on customer experience and improve customer perception;3)insight into customer psychology and gain customer ignorance;4)focus on social recognition and build brand image.From a macro perspective here,we put forward the overall idea that the quality improvement of historical and cultural themed hotels can be learned from them.In addition,this paper proposes several plans for improving the quality of the historical and cultural theme: 1)shape the beauty of the scene around the cultural theme;2)focuses on the spatial layout of the hotel;3)fine layout of the craftsman to enhance the taste;4)has cultural inheritance to highlight the elegance.These plans are put forward,mainly for the case of the hotel,can be implemented a few humble opinions.In the new era of economic environment,any hotel management can not copy the set,more can not ignore the impact of the third-party platform to the hotel.Finally,in the operation and management of Grand House Shaoxing,it needs to always pay close attention to the satisfaction of employees and constantly improve the operation quality of the hotel.The hotel should also have a certain sense of social responsibility and social contribution,promote economic development at the same time benefit the society,and continue to take the road of quality development. |
