南锣鼓巷四合院酒店文化的顾客感知研究
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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.
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.
引文
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[12]温碧燕.西部地区旅游饭店业服务质量评价与研究:兼与东部沿海地区旅游饭店业比较[J].经济地理,2006,26(5):871-874.
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[14]李东娟.酒店其他顾客行为对顾客感知服务质量的影响[J].旅游学刊,2014,29(4):49-54.
[15]庞兆玲,林美珍,郑向敏.基于在线点评的顾客感知服务质量对顾客重复购买意向的影响研究:以福州、厦门、泉州星级酒店为例[J].旅游研究,2013,5(1):67-72.
[16]肖轶楠.基于在线点评的中外高端度假酒店服务质量比较研究:以三亚为例[J].海南大学学报:人文社会科学版,2016,34(6):129-135.
[17]徐春红.经济型酒店顾客感知价值评价模型及应用[J].西安电子科技大学学报:社会科学版,2012,22(4):8-12.
[18]焦明宇.基于顾客价值的经济型酒店顾客满意度测评研究[J].旅游学刊,2014,29(11):80-86.
[19]沙绍举,邹益民.基于顾客感知价值的经济型酒店顾客忠诚驱动因素研究:以西安市经济型酒店为例[J].旅游论坛,2012,5(5):19-24.
[20]刘辉,宋福丽.基于服务的顾客感知价值与重复购买意愿关系的实证[J].统计与决策,2009,(12):183-185.
[21]文吉,曾婷婷.主题酒店顾客感知服务质量与购后行为的关系研究:基于深圳市主题酒店的实证研究[J].人文地理,2011,(4):128.
[22]马妍.基于网络游客点评的西安唐文化酒店感知分析[J].现代商贸工业,2012(18):68-69.
[23]黄丹,姜红,胡晓.地域文化因子在度假酒店中的感知研究:以上海为样本来源地[J].旅游研究,2015,7(1):76-83.
[24]郝金连,赵红.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[J].山西大同大学学报:社会科学版,2016,30(4):96-99.
[25]陈素平、赵蓉辉.基于扎根理论的酒店文化顾客评价影响因素研究[J].湖南财政经济学院学报,2013,29(144):69-73.
[26]赵倩,公伟,於飞.北京四合院(六讲)[M].北京:中国水利水电出版社,2012:130.
[27]贾珺,罗德胤,李秋香.北方民居[M].北京:清华大学出版社,2010:163.
[28]田继忠.历史文化街区整体保护及有机更新的路径研究:以北京南锣鼓巷地区为例[J].经济论坛,2011,(11):134-136.
[29]保继刚,楚义芳.旅游地理学[M]. 3版.北京:高等教育出版社,2012:98-99.
[30] RUST R,OLIVER R L. Service quality:new directions in theory and practice[M]. Thousand Oaks,CA:Sage Publication,1994:1-19.
[31]焦世泰.基于因子分析的民族文化旅游演艺产品游客感知评价体系研究:以“印象刘三姐”实景演出为例[J].人文地理,2013,(1):150-154.
[32] LEE C,YOON Y,LEE S. Investigating the relationships among perceived value,satisfaction,and recommendations:the case of the Korean DMZ[J]. Tourism Management,2007(28):204-214.
[2]郑洁,王欣,孙冬忱,等.北京四合院文化主题酒店发展研究[J].中国商论,2016(15):1-3.
[3]郑洁,王欣.北京四合院主题酒店感知服务质量的调查研究[J].中国商论,2016(3):1-4.
[4] WANG N. Vernacular house as an attraction:illustration from hutong tourism in Beijing[J]. Tourism Management,1997,18(8):573-580.
[5] GU H M,CHRIS R. Place attachment,identity and community impacts of tourism:the case of a Beijing hutong[J].Tourism Management,2008,29(4):637-647.
[6] CHEN F. Traditional architectural forms in market oriented Chinese cities:place for localities or symbol of culture?[J]. Habitat International,2011,35(2):410-418.
[7] JOHN Z,SUN Z,LUIS C,et al. The hutong urban development model compared with contemporary suburban development in Beijing[J]. Habitat International,2015(49):260-265.
[8] WANG F,LIU J,PAN B,et al. Stuck between the historic and modern China:a case study of children's space in a hutong community[J]. Journal of Environmental Psychology,2012,32(1):59-68.
[9]熊伟,高阳,吴必虎.中外国际高星级连锁酒店服务质量对比研究:基于网络评价的内容分析[J].经济地理,2012,32(2):160-165.
[10]尹华光,李文杰,袁国斌.张家界高星级酒店服务质量测评研究[J].消费经济,2015,31(5):73-77.
[11]朱峰,吕镇.国内游客对饭店服务质量评论的文本分析:以e龙网的网友评论为例[J].旅游学刊,2006,21(5):86-90.
[12]温碧燕.西部地区旅游饭店业服务质量评价与研究:兼与东部沿海地区旅游饭店业比较[J].经济地理,2006,26(5):871-874.
[13]李东娟,熊胜绪.酒店顾客感知服务质量的影响维度[J].统计与决策,2014,(8):185-188.
[14]李东娟.酒店其他顾客行为对顾客感知服务质量的影响[J].旅游学刊,2014,29(4):49-54.
[15]庞兆玲,林美珍,郑向敏.基于在线点评的顾客感知服务质量对顾客重复购买意向的影响研究:以福州、厦门、泉州星级酒店为例[J].旅游研究,2013,5(1):67-72.
[16]肖轶楠.基于在线点评的中外高端度假酒店服务质量比较研究:以三亚为例[J].海南大学学报:人文社会科学版,2016,34(6):129-135.
[17]徐春红.经济型酒店顾客感知价值评价模型及应用[J].西安电子科技大学学报:社会科学版,2012,22(4):8-12.
[18]焦明宇.基于顾客价值的经济型酒店顾客满意度测评研究[J].旅游学刊,2014,29(11):80-86.
[19]沙绍举,邹益民.基于顾客感知价值的经济型酒店顾客忠诚驱动因素研究:以西安市经济型酒店为例[J].旅游论坛,2012,5(5):19-24.
[20]刘辉,宋福丽.基于服务的顾客感知价值与重复购买意愿关系的实证[J].统计与决策,2009,(12):183-185.
[21]文吉,曾婷婷.主题酒店顾客感知服务质量与购后行为的关系研究:基于深圳市主题酒店的实证研究[J].人文地理,2011,(4):128.
[22]马妍.基于网络游客点评的西安唐文化酒店感知分析[J].现代商贸工业,2012(18):68-69.
[23]黄丹,姜红,胡晓.地域文化因子在度假酒店中的感知研究:以上海为样本来源地[J].旅游研究,2015,7(1):76-83.
[24]郝金连,赵红.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[J].山西大同大学学报:社会科学版,2016,30(4):96-99.
[25]陈素平、赵蓉辉.基于扎根理论的酒店文化顾客评价影响因素研究[J].湖南财政经济学院学报,2013,29(144):69-73.
[26]赵倩,公伟,於飞.北京四合院(六讲)[M].北京:中国水利水电出版社,2012:130.
[27]贾珺,罗德胤,李秋香.北方民居[M].北京:清华大学出版社,2010:163.
[28]田继忠.历史文化街区整体保护及有机更新的路径研究:以北京南锣鼓巷地区为例[J].经济论坛,2011,(11):134-136.
[29]保继刚,楚义芳.旅游地理学[M]. 3版.北京:高等教育出版社,2012:98-99.
[30] RUST R,OLIVER R L. Service quality:new directions in theory and practice[M]. Thousand Oaks,CA:Sage Publication,1994:1-19.
[31]焦世泰.基于因子分析的民族文化旅游演艺产品游客感知评价体系研究:以“印象刘三姐”实景演出为例[J].人文地理,2013,(1):150-154.
[32] LEE C,YOON Y,LEE S. Investigating the relationships among perceived value,satisfaction,and recommendations:the case of the Korean DMZ[J]. Tourism Management,2007(28):204-214.