基于顾客感知的主题酒店文化氛围营造--以某主题酒店为例

摘要

Combining the appearance construction,interior decoration and service of the theme hotel with local culture can meet the demand of customer differentiation,can also reflect hotel's characteristics and comprehensive quality level. By constructing the theme hotel culture atmospheres building index system from the perspective of customer perception,we designed the questionnaire survey. We Conducted empirical research of the investigation data using descriptive statistics,factor analysis and IPA analysis. The results locate the hotel's target tourist market,clarify the influencing factors of customer culture awareness,point out the needs to focus on improvement aspects,to maintain advantage aspects,to lower order developmental sequence aspects,to reduce the effort aspects,the authors also come up with the strategies and suggestions to build the cultural atmosphere of the theme hotel.%从顾客感知的角度出发构建主题酒店文化氛围营造指标体系，据此设计问卷进行调查，运用描述性分析方法、因子分析方法和IPA分析方法对调查所得数据进行实证研究。研究结果表明：该主题酒店的目标客源主体是收入中上、学历较高的中青年商务出差和休闲旅游者；酒店的建筑、空间设计及装饰对顾客文化氛围感知影响最大；该主题酒店需要重点改进的指标、保持优势的指标、需要降低发展优先权的指标和可适当减少努力的指标均需重视。