南锣鼓巷四合院酒店文化的顾客感知研究  

A Study on Customer Perception of Courtyard Hotels' Culture in Nanluoguxiang Historic District

作　　者：张然[1] ZHANG Ran(College of Resource Environment and Tourism,Capital Normal University,Beijing100048)

机构地区：[1]首都师范大学资源环境与旅游学院,北京100048

出　　处：《首都师范大学学报（自然科学版）》2019年第2期61-68,共8页Journal of Capital Normal University：Natural Science Edition

摘　　要：顾客感知是影响酒店发展的重要因素,也是近几年酒店管理及旅游感知研究的热点.基于四合院建筑的酒店,是最具北京历史文化特色的主题酒店,近年来发展态势良好,数量急剧递增.四合院酒店的出现,对于丰富历史街区业态,还原街区居住属性以及实现街区有机更新和可持续发展具有重要意义.本文在厘清四合院酒店文化内容的基础上,构建了四合院酒店文化顾客感知体系,并以南锣鼓巷的四合院酒店为例进行实证研究,发现:顾客对南锣鼓巷的四合院酒店文化感知总体上较为深刻,其中,文化环境感知突出,文化产品感知较弱;顾客的性别、年龄、学历及收入是影响感知的重要因素,感知差异主要体现在床上用品等文化产品及酒店特色文化展示等文化品牌上.综上,本文认为四合院酒店存在文化产品严重不足、文化服务欠缺、文化品牌薄弱等问题.基于此,本文从酒店定位与文化表达、文化服务、文化产品以及文化品牌等方面入手,提出北京四合院酒店的发展建议.Customer perception is an important factor that affects hotel development,and it has been a hot topic research in hotel management and tourism perception in recent years.The hotel based on the Beijing courtyard is the most historical and cultural characteristics.In recent years,there is a rising development trend and the number is increasing rapidly.The emergence of courtyard theme hotel is of great significance for enriching the format,restoring the residential property and realizing the organic renewal and sustainable development of the historic district.Nevertheless,the current research on hotel culture is relatively lacking.Therefore,based on the clarification of the cultural content of the courtyard theme hotel,this paper constructs the customer perception evaluation system,and conducts an empirical study with the courtyard theme hotels in Nanluoguxiang historic district as examples.The conclusions are as follows:the customer′s perception of the culture of hotels in Nanluoguxiang historic district is profound.Among the evaluation system,the cultural environment has a prominent perception,and the perception of cultural products is weak;the gender,age,education,and customers′income are important factors that affecting perception.Perceived differences are mainly reflected in cultural products and the brand.To summarize,this article believes that the hotels have severe shortage of cultural products,lack of cultural services,and weak cultural brands.Based on these,this article starts with hotel orientation and cultural expression,cultural services,cultural products,and cultural brands,and makes suggestions for the development of courtyard theme hotels.

关 键 词：四合院酒店 文化 顾客感知 

分 类 号：F719.2[经济管理—产业经济]