Tools
ToolsWassler, P., Liu, X. and Hung, K., 2015. Hotel Theming in China: A Qualitative Study of Practitioners’ Views. Journal of Travel and Tourism Marketing, 32 (6), 712 - 729.
Full text available as:
|
PDF
Manuscript (3).pdf - Accepted Version Available under License Creative Commons Attribution Non-commercial No Derivatives. 220kB | |
|
Copyright to original material in this document is with the original owner(s). Access to this content through BURO is granted on condition that you use it only for research, scholarly or other non-commercial purposes. If you wish to use it for any other purposes, you must contact BU via BURO@bournemouth.ac.uk. Any third party copyright material in this document remains the property of its respective owner(s). BU grants no licence for further use of that third party material. |
DOI: 10.1080/10548408.2014.933727
Abstract
Facing increasing competition, many hotels have adopted “theming” as a marketing strategy. Although still in its fledgling stage, hotel theming has already gained popularity in the growing Chinese hotel market. This study conducted focus group discussions to understand the concepts behind hotel theming in China. Respondents were 41 practitioners from the Chinese hotel industry, who were enrolled in an executive graduate program. Data revealed that hotel theming has four analytical dimensions, namely, the current state, perceived facilitators, inhibitors, and future prospective for developing such strategy in China. Results showed that the specific traits of the Chinese hotel market are highly important for the success of hotel theming in the given context.
| Item Type: | Article |
|---|---|
| ISSN: | 1054-8408 |
| Uncontrolled Keywords: | Theming; hotel; China; marketing; experience economy |
| Group: | Bournemouth University Business School |
| ID Code: | 29738 |
| Deposited By: | Symplectic RT2 |
| Deposited On: | 20 Sep 2017 14:57 |
| Last Modified: | 14 Mar 2022 14:07 |
Downloads
Downloads per month over past year
| Repository Staff Only - |