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论文编号：	981
作者编号：	2120072042
上传时间：	2009/5/27 16:29:39
中文题目：	中国传统文化主题酒店顾客感知价
英文题目：	The Appraisal System Construct
指导老师：	齐善鸿
中文关键字：	传统文化；主题酒店；顾客感知价
英文关键字：	Traditional culture;Theme hote
中文摘要：	主题酒店是通过一系列围绕一个或多个历史或其他广义文化的主题为吸引标志，向顾客提供酒店产品以满足其文化需求的场所。主题酒店区别于纯粹的经济实体，经济是其阶段性的目标，作为不同文明交汇的场所，它更多的扮演成一个文化交流基地并传递文化的角色。首先该主题文化应当是正面的，进步的，不会对人造成侵害，并能启发人的心智。主题酒店的最大特点是赋予一般酒店以某种主题，围绕既定的主题来营造酒店的经营气氛：酒店内所有的产品、服务、色彩、造型以及活动都为主题服务，使主题成为顾客容易识别饭店的特征，使主题文化成为真正的消费品，而绝非一般意义上的促销手段。主题酒店的特殊使得其评价成为难题。本文以中国传统文化主题酒店为代表，试图利用顾客感知价值来建立主题酒店的评价体系。 首先，本文回顾了主题酒店的定义与内涵，主题酒店的特征、分类，主题酒店产品的内涵和特征以及顾客感知价值等相关文献，为研究设计奠定了理论基础；其次，对顾客感知因子进行了假设与选择，基于先前的文献研究，并利用深度访谈法，结合酒店内部人员的建议构建了研究模型。然后，利用研究模型中具体的指标设计了合理的调查问卷，进行实证研究，通过问卷调查来收集数据，运用统计软件对有关数据进行统计分析，来为研究模型中的各个因子赋予权重，并交代了该研究模型的运用。实证研究不仅完善了研究模型，还得出以下结论：酒店方面在传统文化主题酒店的评价指标方面，更倾向于以供给的角度去考虑，而忽视了顾客在传统文化方面的特别需求；顾客的感知价值更倾向于通过借助传统文化主题酒店这个平台，来更多的了解传统文化，顾客非常重视传统文化主题酒店的教育意义。在文章的第四部分，基于先前的研究调查，为企业经营文化主题酒店方面提供了一些建议与对策。文章最后总结了该研究的创新、不足与展望。
英文摘要：	Theme hotel takes a series of history or other culture themes as their attract identifications, to offer customers hotel products in order to meet their cultural demand. Theme hotel is different from the pure economic entity, because economy is its phased goal. As a place where different civilization crosses, it mostly plays a role which serves to exchange and transmit culture. Firstly the theme culture should be positive, progressive, and it not only can’t cause infringement, but also inspire staff’s intelligence. The greatest characteristic of theme hotels is that it entrusts certain themes to general hotels, then around the set themes to build the atmosphere: the all products, services, colors, models and activities are around the theme, to make the theme a characteristic for customers to discern. Such theme culture becomes the real goods, not the common marketing tool. The special theme hotel makes it difficult to appraisal. This thesis takes China traditional culture theme hotel for example, and attempts to set up the appraisal system through consumer perceptions of value. At first, this thesis retrospects some literatures about define, intension, characteristic, classification of theme hotel and intension, characteristic of their products and consumer perceptions of value. This establishes theoretical foundation for studying and design. Secondly, the author uses in-depth interview, and combines the hotel personnel’s suggestion to suppose and select factors to construct the research model. Then the author uses questionnaire to have a test, through count software to analyze the data, give factors weight and tell how to use it. What’s more, it also has following conclusions: The hotel mostly considers questions with the angle of supply, so ignores the consumers’ special demand for traditional culture. The consumers want to through the traditional culture theme hotel to learn more about traditional culture, especially its educational meaning. In the fourth part of the thesis, it gives some suggestions and countermeasures for the theme hotel managing. At last, it summarizes its innovation, insufficiency and prospect.
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