Skip to main content

Hotel Theming in China: A Qualitative Study of Practitioners’ Views.

Wassler, 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:

Manuscript (3).pdf - Accepted Version
Available under License Creative Commons Attribution Non-commercial No Derivatives.


DOI: 10.1080/10548408.2014.933727


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
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 per month over past year

More statistics for this item...
Repository Staff Only -