Meandering clear water channels, exquisite stone bridge, open the beautiful white sails of the air pool, the wind gently swaying "Gangdola"
boats, various types of superimposed water such as a dream, the golden light of the St. Mark's lion standing in the top of the picturesque Italian buildings, Venice, sailors dressed as doorkeeper, attentive to usher guests to and from all the most charming scenery has appeared, but this is not a mirage of the oceanic reflection. Sailor dressed as a doorman, attentive to the guests ushered in ...... all the most fascinating landscape of Venice have appeared, but this is not a mirage of the ocean reflection, but the cohesion of the soul of the city of water Crowne Plaza Shenzhen Venice. Although you people in Shenzhen but you can y feel the Venice style, separated by thousands of mountains and water can also appreciate the soul of the water town, which is the charm of the theme hotel.2001 opened in Shenzhen Crowne Plaza Venice Hotel is China's first real sense of the theme hotel. Theme hotel as an emerging form of hotel development, although the development of time in China is not long, but for the development of China's hotel industry provides a new way of thinking. Theme hotels are unique and charming, and are increasingly becoming the development trend of the international hotel industry.
Personalized service is the development direction and competitive focus of the new period of tourism hotel services, is an important embodiment of the humanitarian spirit and humanistic care, is the progress of the times and the need for social development. The combination of personalized service and theme hotel undoubtedly makes the theme hotel more connotation, more attractive and more perfect. How to integrate personalized service and theme hotels is a new topic facing the development of the hotel industry in the context of the experience economy.
I. Theme hotel and personalized service under the background of experience economy
The so-called experience economy is a kind of goods as props, services as a stage, by meeting people's experience and the economic form, is a kind of the latest wave of economic development. In it, commodities are tangible and services are intangible, but the experiences they create are unforgettable. [16] American scholars Joseph? Pine and James K. Gilmore in the book The Experience Economy (2002) describes it this way: "Here, consumption is just the process, and the consumer becomes the product of that process. When the process is over, the memory of the experience remains in the consumer's mind for a long time. Consumers are willing to pay for an experience because it is beautiful, rare, not mine, unrepeatable, nontransferable, fleeting, and every moment is 'unique'." [19] The rise of experience economy is not accidental, it is the inevitable trend of sublimation of the level of human needs.
The biggest feature pursued by the experience economy is the "personalization" of consumption and production, and the need for market competition has made enterprises more and more concerned about the personalized value embodiment, psychological feelings, emotional pursuit and other aspects of the experience, and try to provide customers with a platform to obtain experience. The famous American futurist Toffler believes that the future development trend of the service industry is: people will develop more experience-related products, so as to make the experience of the real a reality.
The arrival of the experience economy era has led to some changes in the hotel consumption trend, as follows:
1. From the perspective of consumer demand structure, the proportion of emotional demand increases. Consumers pay attention to product quality at the same time, pay more attention to emotional needs, consumers pay more attention to the degree of closeness of the relationship between tourism products and their own, preference for those who can be caused with the psychological needs of the self **** song or can realize the self-worth of the sensibility of tourism products.
2. From the point of view of consumer content, popular hotel products are losing ground, personalized products and services are becoming more and more popular. With the increasingly rich consumer experience, consumers are more discerning, began the pursuit of a manifestation of their own personality of tourism products and services, and more trust in their own feelings.
3. From the value target, consumers shift from focusing on the product itself to focusing on the feeling when receiving the product. Consumers are not only concerned about how to get the product, but also more important to where and how to get this product, they began to pay attention to the process.
4. From the way of accepting hotel products, consumers from passive acceptance into active participation in the design and manufacture of hotel products. From the consumer practice in recent years, consumers from passive acceptance of hotel products to the development of personalized demand for hotel products, they increasingly want to work with the hotel business, the development of hotel products that can produce **** with them, resulting in a wonderful life experience. [16]
With the improvement of people's standard of living, the guests who come to the hotel to consume has not been satisfied with the simple material needs, in the acceptance of the service at the same time will be more in pursuit of rich spiritual enjoyment, including in the hotel produced a deep impression, a new feeling, beautiful memories and extraordinary experience, as well as the other has never had the impression of the feelings, memories, experiences. They are not just a place to sleep, a place to take a shower, it should also be a play called "leisure life" never-ending drama. Every customer, only need to pay a certain amount of money, can find their own role in this drama. Theme hotels in this context in line with market needs and the call of the times came into being. [1]
Two, the connotation of personalized service and important role
(a) the connotation of personalized service
Personalized service is to the guest demand as the center, in order to meet the guests **** sexual needs on the basis of the personality characteristics and special needs of the guests, for the guests to actively provide special services for the guests, is the guest to take "Tailor-made" customized service. Personalized service will be standardized service elements for splitting, reorganization, for the customer's direct needs to make the details of the improvement, so that the end of the service more into the consideration of customer needs, and strive in the case of customers do not personally participate in the process of designing services, put themselves in their place to preset a variety of alternative options, so that customers according to their own personality needs to choose freely, to change the situation of the standardized service system, and truly become a hotel in the normative service system. The situation of no choice, truly become the master of the hotel service. [8] Personalized service also includes service enterprises to provide their own personality and characteristics of the service project, such as theme hotels according to their own theme culture and resource advantages to launch personalized service projects and theme activities. The continuous evolution of service practice, so that the content of personalized service is more and more rich, personalized service contains flexible service, fetish service, psychological services, emergency services, personal butler service, commissioned services, social services, unconventional services, prospective services, aftercare services, tracking services, computer a la carte services and so on.
The connotation of personalized service is very rich, because the personalized needs of the guests are diverse. From familiar with each guest's name and address the guests, to remember the guests to dine the old seat, the old menu and taste requirements, and then to the guests' birthday to send birthday blessings and greetings, and even in order to let the guests in a foreign country can sit in their own buggy, across the ocean to the guests of the ride to the hotel, and so on a variety of forms of expression. Of course, the hotel to provide personalized service, according to the individual needs of the guests and the reality of the differences in the conditions of difficulty, to meet the guests the more unique, the greater the difficulty of the personalized needs of the guests to get the satisfaction of the guests and the greater the surprise, the more can improve the hotel's reputation and influence.
Personalized service mode requires service personnel to master the guests ****, basic, static and obvious needs, but also to analyze and study the guests' personality, special, dynamic and hidden needs. It emphasizes one-on-one targeted service, advocating "special love for special you". At the same time, it focuses on the flexibility of the service process, emphasizing the appropriate timing. Personalized service is a humane service, emphasizing the heart for the guest service, requires a full understanding of the guest's state of mind, careful observation of the guest's actions, patiently listen to the guest's requirements, sincere service, pay attention to the emotional exchange of the service process, so that the guests feel that the service personnel of every smile, every greeting, every service is from the heart, truly reflecting a unique humanistic care. [7]
(II) personalized service in the hotel business in the important role
With China's reform and opening up and the rapid development of the economy, China's hotel industry is served by an increasingly wide range of classes, the hotel service object of the consumer experience is increasingly rich, individuality of consumption is becoming increasingly obvious, consumption of self-protection awareness, from the single pursuit of material satisfaction towards the pursuit of material and spiritual all-round satisfaction The hotel industry has entered an era of guest choice and picky. In the face of new consumer demand, the new market environment, China's hotel industry will set off a new wave of service revolution. Personalized service is the inevitable choice of competition in the hotel industry, in line with social development, consumption to improve the needs of the hotel is to improve the competitiveness of the hotel is an important means to play an important role in the development of hotel operations.
1. Personalized service helps the hotel service positioning at a high starting point
In the hotel service work service personnel to strictly implement the practical service norms, and personalized service throughout the entire service process. In the implementation of personalized service work, the operator is required to do organization, planning, implementation, inspection, summary, can not be a formality, in order to push the hotel's service quality to high quality.
2. Personalized service helps the hotel to study the guest consumption psychology
The key to personalized service is to understand the different needs of different guests, analyze and understand the psychological needs of the guests, and found that the guests between the different needs of the **** sex and personality, and try to meet the needs of guests. The study of guest consumption psychology helps the hotel to develop marketable hotel service products, easy to get the guest's recognition and preference.
3. Personalized service helps to strengthen the staff's service consciousness
Promotion of personalized service allows employees to recognize the important role of their jobs in the hotel business, so that the service staff to do a good job of service work, learn to observe and analyze the guests, to understand the guest's preferences and taboos, in order to meet the guests of the reality and the potential for a variety of needs.
4. Personalized service helps employees to improve flexible service skills
Personalized service requires service personnel not only to master the service skills, but also to be good at according to the needs of different guests flexible service. Personalized service is a high-quality service, the staff service skills, adaptability, innovation and other high requirements. This requires the hotel staff to put themselves in the shoes of the guest psychology, grasp the particularity of each guest, to take flexible service skills, targeted to provide personalized service. [11]
In summary, personalized service in the hotel work occupies a very important position, and effectively do a good job of personalized service is directly related to the economic and social benefits of the hotel. In highlighting the theme characteristics and personalized theme hotel, personalized service undoubtedly plays a more important role. Personalized service is the soul and vitality of the theme hotel products, the integration of the hotel theme of personalized service will make more guests fascinated by the theme hotel. Personalized service to the theme of the hotel's attraction to the extreme, to improve the theme of the hotel's service quality and the comprehensive quality of the staff has an important significance.
Three, personalized service is the soul of the theme hotel products
(a) theme hotel products
Hotel products refers to the hotel to the community to provide to meet the material needs of the guests and spiritual enjoyment of the physical products and service products in general, which includes a variety of tangible objects, equipment and facilities, environment, and other physical products as well as service technology and skills, service attitude and other intangible products. Theme hotel product is the hotel around a theme material, through the introduction of the theme concept, the theme of the environment and atmosphere, the theme of the design of facilities and products, as well as the theme of the activities and services provided for the customer to provide a valuable, memorable experience. For the customer, the theme hotel product is an experience; for the hotel product provider, the theme hotel product is the sum of a series of activities carried out through the experiential design to provide customers with unforgettable experiences. [2]2930
Dong Fang mentioned in the article "Leisure Product Thematic Development and Operation" (2004) that: theme hotels are created by giving the hotels some kind of theme, creating the business atmosphere of the hotel around the established theme, embodying a specific cultural atmosphere, so that the customers can get a personalized cultural experience; services in the hotel are also integrated into the theme, with personalized services instead of stereotyped services, so that the customers can get joy, knowledge and experience in the hotel. Customers get joy, knowledge and excitement in the hotel, and the theme also becomes a stimulus for customers to easily identify the characteristics of the hotel and generate consumer behavior. [23]
Theme hotel product as a product system, it is a production service system that shapes the theme, bakes the theme and deepens the theme. When the theme concept is put forward, the theme environment construction, theme atmosphere creation, theme facilities and product development on shaping the theme, baking the theme has an important role; and theme activities and personalized service projects is an extension of the theme culture, the theme cultural connotation of in-depth interpretation, in order to form a uniqueness, uniqueness, distinctive theme experience, to meet the customer's different needs of the content of the product, which is also a theme This is the key to the construction of the hotel.
As a service industry, theme hotels create differences in the rich source of intangible services. Theme hotels for different customers to provide targeted, special, emotional personalized service, into the theme of the development of personalized service projects and themed activities, which can form the theme of the hotel's "core technology". After all, the theme of the environment, the theme of facilities and the construction of the theme atmosphere is easy to imitate, only to integrate the service projects into the theme, the development of personalized service products, in order to form the theme of the hotel's technological core, the formation of the theme of the hotel's unique core competitiveness.
(II) theme hotel personalized service products
With the arrival of the experience economy and changes in customer consumption demand, experience service products are generated in this context. Hotel experience service products refers to the hotel operator in order to meet the customer in the tourism process of leisure, entertainment, vacation and other experience needs, with a variety of hospitality service facilities, activities and equipment and good environmental conditions, to create a memorable customer experience service sum. Theme hotel products is the integration of hotel service products and experience products, because the theme hotel belongs to the service industry, personalized service in the theme hotel products have a pivotal role, so also for the experience of the design of the theme hotel service products called theme hotel personalized service products.
Theme hotel development of personalized service products is for the hotel pre-determined experience theme, with the hotel has the resources, processed into a variety of personalized service projects with experience function and theme activities. This article mainly from the customer's experience consumption psychological needs level to analyze the theme hotel personalized service products.
The customer's experience consumption demand is analyzed psychologically, including: feeling experience demand, feeling experience demand, thinking experience demand, social specificity experience demand and so on. [14] Therefore, the type of theme hotel personalized service products can be divided as follows:
1. Feeling experience service products. Sensory experience is to establish a sensory experience process through vision, hearing, touch, taste and smell. A slogan of Hyatt Group says: "We should believe in pleasing the 5 human senses, not just stimulating them." Theme hotels are designed to meet the needs of customers' sensory experience in many ways and from many angles: the Pyramid Hotel (Luxo) in Las Vegas, which is themed on the ancient Egyptian civilization, has a pyramid-shaped appearance, and the entire environment and room design of the hotel is also dominated by the ancient Egyptian style. Influenced by the design of the hotel's appearance, the hotel's elevator tilts 39 degrees up and down. Riding such an elevator, guests will be amazed by this wonderful experience. [5] With tea culture as the theme of the Xikang Hotel cleverly designed to decorate the room with Tibetan tea to make a "Tea House", the nutrients and fragrant smell of which fills the room, bringing multiple health experiences to the guests. Xikang hotel service staff for the guests to show the tea show, tell a variety of tea-related historical stories, the service and the theme of the experience is closely linked together.
2. Feeling experience service products. Feeling experience is to touch the customer's inner feelings, the purpose is to create a joyful inner emotional experience process, and the theme of the culture to produce **** Ming and mind blowing. Feeling experience service products are mostly formed in the process of customer consumption in the hotel. Such as opening the night bed when the bedside table commonly used telephone guide card more than one line: "Please do not forget to hang a phone to the home, lest your family hangs", so that the guests feel the "home away from home" warmth. Qinyuan Art Theme Hotel, the first art theme hotel in Hangzhou, pursues a unique art atmosphere, making it an art theme hotel integrating design art, architectural design, space design, visual design and even music design. Qinyuan Art Theme Hotel from the entrance lobby to each guest room, each item is a well-designed fashionable artwork, walk into the hotel, as if entering an art gallery.
3. Thinking experience service products. Thinking experience is to inspire people's intellect through thinking, creatively allowing customers to get to know and solve problems experience. It uses surprise, scheme and temptation to trigger the customer to produce a special experience. For example, a leisure resort in Luoyuan, Fujian built a hunting ground using local hills. Guests to the hotel to buy several chickens, with the hotel to rent a shotgun, wearing camouflage clothing, and the hotel sent the coach together with the hounds on the mountain chicken hunting, running all over the mountain, thus allowing guests to experience the life of a hunter.
4. Social identity experience service products. Social identity experience is related to a group or culture, reflecting specific values and attitudes, thus forming a customer to establish a specific social identity, status and prestige of the experience. Youth hostels around the world, for example, embody the spirit of self-help, optimism, hard work, solidarity and upward mobility of young people. Youth hostel restaurants prepare some semi-finished raw materials for guests to cook by themselves, coffee shops let guests grind their own coffee beans and brew their own coffee, and music bars or performance halls let guests play and sing on stage. These participatory activities not only satisfy the psychological need of consumers to obtain educational learning experience, but also can obtain the sense of achievement of self-worth realization, and even the satisfaction of the desire for expression. [14]
Theme hotels in the development of personalized service products in the process should take into account the customer's experience of a variety of psychological needs, multi-dimensional excavation of the theme of culture, the development of colorful and close to the theme of the personalized service projects and thematic activities, personalized service and theme experience into one. Personalized service products to meet the needs of guests experience at the same time easy for guests and theme hotels to produce emotional **** Ming, theme hotels and guests for "soul" communication, creating a number of loyal customers.
Four, China's theme hotel personalized service status quo and problem analysis
(a) China's theme hotel personalized service status quo
With the introduction of the concept of theme hotels, market competition intensified, the theme of the rapid development of hotels in China, is now quite large. By the end of 2011 through the qualification and get authorized theme hotel there are 22. Because of the early start of the theme hotel in the fierce competition in the market stood firm, so many traditional hotels have to theme hotel transformation, the new hotel also has a lot of hotels are located in the theme hotel. A time all kinds of "theme hotels" distributed throughout the country, but some of the "theme hotel" only has a certain theme color, just have the surface characteristics related to the theme hotel, can not be considered a real theme hotel. Theme hotels reflect not only the appearance of design, decoration, the focus is on service, is the culture of the hotel.
China's development of theme hotels have many favorable conditions, but also emerged a number of successful theme hotels. These theme hotels are based on their own resource advantages, choose the right theme, market positioning, the development of theme products and services in line with the theme. For example, Hexiang Villa has developed the "longevity banquet" which integrates the Taoist health culture, established Taiji training base, and prepared a series of health reading materials to bring the Taoist health culture into full play. [4]
Theme hotels' personalized service projects and theme activities mainly include: theme services and marketing activities reflecting the theme culture, recreation and health care services or activities reflecting the theme culture, entertainment activities reflecting the theme culture such as performing arts activities, participatory activities displaying guests' talents such as playing, calligraphy, etc., and aesthetic visits to cultivate the senses (such as tea ceremony), promotional brochures introducing the theme features and activities, and publicity brochures introducing the theme features and activities, and publicity brochures introducing the theme features and activities, and publicity brochures introducing the theme features and activities. thematic features and activities in brochures, the hotel's service approach is consistent with the hotel's thematic culture, and the hotel attendants have rich knowledge of the thematic culture and are able to provide professional services that are consistent with the thematic culture, etc. [2]7095
China's theme hotels, although all around their respective themes to develop personalized service projects and themed activities, but also achieved certain results, but the development of the breadth and depth is not enough, there is still a large space for development. Theme hotels in addition to providing a wealth of thematic entertainment activities, aesthetic participation in activities and recreation and health services, but also should think y about how to make the hotel's service mode and the theme of cultural consistency, how to enrich the theme of cultural knowledge of the service personnel, how to carry out the theme of the experiential marketing and other issues. China's theme hotels in these aspects is obviously not enough, theme hotels should think y about how to highlight the theme of the service, the theme and personalized service integration, a comprehensive display of unique theme experience.
Fifth, China's theme hotels how to better provide personalized service
Theme hotels face a variety of guests, different consumer demand, how to provide personalized service for different guests? This is not only the modern hotel industry is facing the problem, but also theme hotels to improve the quality of service, to attract more repeat business faced by the problem.
(A) provide personalized service required professionalism
Personalized service is more flexible, to the hotel staff put forward a higher quality requirements, in turn, personalized service to carry out the staff to hone the comprehensive ability in all aspects of the hotel over time will create a high-quality workforce. Personalized service requires service personnel in the personal service consciousness and professionalism with the following requirements:
1. Familiar with and master the standardized procedures of the hotel and the operation of each post regulations
Normalized service procedures are the basis of personalized service, personalized service is the continuation and supplementation of standardized service. In the implementation of personalized service to meet some of the special requirements of the guests, the services provided will often exceed the boundaries of the hotel's functional departments, the need to provide services through the unified coordination of various departments. Therefore, the service personnel must be familiar with and understand the operating procedures of the hotel departments, if necessary, to break the limitations of the department, to provide timely service for the guests.
2. Have the ability to familiarize and update the relevant knowledge
The hotel industry is a knowledge of the industry is updated very quickly, it provides services always to different guests at different times of different needs as the center. This requires service personnel to have the ability to quickly update and master related knowledge, such as: local climate, tourism dynamics, business dynamics, flight information and so on. At the same time, for different periods of tourists' needs, local folk characteristics and other related knowledge, should also have a grasp of, so that in the service process can be targeted.
3. For the guests to serve with forward-thinking
"Think of what the guests think, anxious guests anxious" is to provide quality service is a basic point, but in the personalized service, the service personnel should add some forward-thinking in order to be more perfect. For example: guests should ask how to go to a certain attraction, service personnel in addition to tell the guests the route, you can also introduce some of the attractions along the way, scenic spots and return to the hotel's best routes, if the guest is a foreigner, but also for the guests to prepare some of the Chinese and English bilingual phrases and pencils, paper for the guests to ask for directions along the way to use.
4. Use the shortest time to reduce the sense of strangeness with the guests
After receiving the information about the guests' stay, the service personnel should familiarize themselves with the guests' personal data and living habits as soon as possible. In this way, the flexible use of guest services, closer to the guests, to create a real "home away from home" for them.
5. Continuously provide personalized service
Whether by the number of days, or by the number of guests to record, as long as it is the same guests, the personalized service provided to him should be continuous. That is, the guest last time or the previous day to enjoy the most satisfactory service is how, this time for his service should also be how, small to a cup of coffee to put a few cubes of sugar, large to stay in the room furnishings, floors, room number should be with the previous guests to stay in the most satisfactory service as the basis. This will reduce the guest's unfamiliarity with the hotel and attract more repeat customers. This requires service staff to have a keen insight in the service, at the same time, but also to record the special services of the guests, to develop a detailed guest history file. This is also an important part of the implementation of personalized service.
(II) the collection and analysis of guest information
To provide continuous personalized service, need to understand the personalized needs of the guests, the need to collect a variety of guest consumption habits and changes in demand, which puts forward the requirements of the theme hotel guests' information and collection and analysis of guest history files.
The guest demand information is known as "golden information", in the world source market, information collection system and database has become a winning hotel magic weapon. The hotel will be based on guest information to provide effective personalized service, so as to obtain timely recognition of the guests and targeted to improve their own service quality. The most basic way to collect guest information is the communication between service personnel and guests. Service personnel and guests to carry out good communication and meaningful interaction, and reach **** knowledge. Effective communication requires service personnel to be guest-oriented, as well as to learn the theory of language, improve their speaking skills and techniques, and ensure that information is delivered and received correctly. [17]1820
Guest information database is the storage of guest information, is the theme hotel to provide personalized services based on the theme hotel to take the initiative to analyze the data of this information, so that it is not just a mechanical passive to provide personalized services. It is worth emphasizing that the computer-based guest information database has become an important technical support for personalized service. Theme hotels in the provision of personalized services need to establish a detailed and subtle guest demand files, including the basic situation of the guests, educational background, family situation, interpersonal relationships, career status, personal life, service evaluation and other aspects of the information, and the use of data technology for development and processing. In this way theme hotels can effectively utilize and develop the potential information of guest profiles to save service costs and increase profits. [11]4751
The establishment of the guest history file is an information model of the guest information database, but also one of the specific expressions of the guest database. Relying on digital statistical systems and highly developed computer information technology, it enables theme hotels to quickly perceive their environment, perceive the needs of customers and the challenges of competitors, and respond in a timely manner.
In general, in the theme hotel personalized service implementation process, service personnel should always maintain the best state, in order to understand the guests personalized needs, do a good job in the collection and analysis of guest history files, the establishment of the information feedback system, and timely treatment of guests personalized needs. And for repeat customers for continuous personalized service, is the theme hotel visibility and reputation in the public in the community to continue to improve the strong guarantee.
(C) "management" hotel staff, improve service quality
Guests on the theme of the hotel's satisfaction or not in addition to the theme of the hotel's overall impression, largely depends on the quality of service staff. Service staff is the provider of services, there is no satisfactory staff, there is no satisfactory service. The United States Rosenpas Tourism Management Company President Rosenpas to "the customer is God" the traditional concept of challenge, that "the staff first, the customer second" is the way to success, only the first to put the staff in the first place, the staff only have a sense of customer first. Theme hotels should be like running their own hotel, run their own staff, so as to create their own service products and brands. [13]
First of all, choose employees who are suitable and happy to engage in the service work of this hotel. Find employees who identify with the theme culture of the hotel, and theme hotel-related knowledge and skills training, so that employees identify with and love the culture of the theme hotel, thinking about the cultural connotation of the theme hotel, in order to serve guests from the heart, and the experience of the guest **** Ming, better provide personalized service.
Secondly, training belongs to the hotel's high-quality, distinctive staff. Hotel in the selection of good staff not only to its post operation skills, hospitality skills, behavioral skills, language communication skills training, to achieve standardization and efficiency; but also good at tapping the potential quality and ability of employees, service personnel in the practice of service innovation, personality characteristics of the performance, pay attention to the accumulation of good summaries and rise to the experience, so as not to the loss of the good practice experience. Theme hotels can also carry out personalized service practice survey summary, collect vivid material, strengthen and expand the personalized service publicity efforts.
Again, incentivize the majority of employees, retaining excellent staff. A lot of practice shows that in a variety of incentives, emotional incentives, spiritual incentives effect is the most obvious. Hotel in addition to the basic salary treatment and welfare policies and other tangible incentives, should also be authorized, decentralized to the staff, so that employees have a sense of ownership and sense of responsibility for customer service with a sense of achievement. This can not only tap the potential ability of the staff, but also stabilize the staff and strengthen the cultural atmosphere within the theme hotel. This also facilitates the formation of theme hotels and the theme of cultural connotation of the service mode consistent.
Theme hotels to improve the quality of their products and services, we can not ignore the quality of the staff, should care about the staff, believe in the staff, fully authorized. Hotel management only to their own staff also as customers, and its establishment of good interpersonal relations, to seek space for their play and development opportunities, *** with the operation of the hotel, in order to achieve long-term economic and efficiency goals. [21]
In addition to this, the theme hotel should also strengthen the theme experience marketing, which is not only built on the theme hotel marketing sales staff and theme hotel product sales program, but also should be a full staff type of marketing. Only service personnel y understand the hotel's theme culture and theme connotation, in order to personalized service in the service process as a means of experiential marketing, to truly achieve the purpose of selling theme hotel products in the experience.
Sixth, conclusion
In the era of experience economy, people's consumption concept is more mature, consumption experience is richer, the theme hotel if you want to improve competitiveness, we must change the service management mode, provide personalized service, develop personalized service projects and products, and cultivate more loyal customers. This is the inevitable trend of theme hotel development. Personalized service to meet the customer's need for self-fulfillment, deepen the hotel with the customer's emotions, the traditional hotel or customer one-sided "one-man show", into the hotel and the customer between the "duo dance". Theme makes personalized service more connotation, personalized service makes the theme hotel more perfect.
China's theme hotels in the process of providing personalized services, should dig deep into the theme of the cultural connotation of the guest's attention to a variety of experiential needs, the development of unique personalized service products, so that the theme and personalized services are integrated, so that the guests to participate in the theme of the interaction with the theme of the culture of the **** Ming, to obtain a wonderful life experience. Thus improving the influence of China's theme hotels, enhance the international competitiveness of China's hospitality industry, the brand of national culture.