主题酒店文化主题创意研究:从创造体验到打造概念  

Study on Creative Cultural Theme about Theme Hotel:From Creating Experience to Forging Concept

作　　者：施国新[1] 

机构地区：[1]广东财经大学地理与旅游学院,广东广州510320

出　　处：《旅游论坛》2013年第5期98-104,共7页Tourism Forum

基　　金：国家自然科学基金项目(70973029/G031203);广东财经大学校内科研项目(10YB63003)

摘　　要：已有的主题选择研究主要是通过对某一民族、地域文化的浓缩、折射来创造特别文化体验,但无法完全满足主题酒店的独特性、顾客持久忠诚、文化产业文本意义等内在要求。对此,提出主题酒店文化主题创意,将从创造特别文化体验向打造身份概念方向发展。在此基础上,首先构建了概念市场结构模型以寻找最合适的概念;然后运用谱系研究方法,构建酒店主题创意耦合模型,选择最能体现某一具体文化精神的民族或地域文化故事来展现某一具体文化概念,满足某一细分市场消费者身份认同的需要,帮助他们表达个人愿望,有效缓解社会矛盾冲突;同时,主题酒店文化主题创意随着社会矛盾冲突、社会主流价值观的演变而改变。The study on the existing choice of theme mainly just created special cultural experience through overall condensing and reflecting on a certain national or regional culture, which can not meet the inherent need of originality, loyalty or the textural meaning of cultural industry of theme hotel. For these reasons, this thesis put forward to develop theme hotel from creating special experience to forging concept of identification. On the basis of focusing on the cultural conflicts ot our socxety, extracun8 tz^u best of certain national regional culture and choosing a story that can reflect on a concrete cultural spirit, we should forge a specific concept of culture to satisfy the identification acceptance of consumer in a particular market segment. Thus, the thesis gives a model of the structure of concept market. Then, we create a coupling model of creative theme by applying the research method of pedigree. And the creative theme of hotel is the coupling of cultural conflicts of our society. Creative theme of hotel and popular value will alter as social conflicts and popular value of our society change.

关 键 词：主题酒店文化主题创意 社会矛盾冲突 身份概念 主流价值观 耦合 

分 类 号：F719[经济管理—产业经济]