Identifying facilitators of hotel theming in China: A focus group approach
Authors: Wassler, P., Li, X. and Hung, K.
Conference: ICOT - International Conference on Tourism 2014
Dates: 25-28 June 2014
Abstract:In the context of increasing competition, many hotels are looking for innovative marketing practices in order to gain a competitive edge. One of these recently adopted techniques is hotel theming. While fairly popular in Western countries, the concept is still in its infancy in a Chinese context. This paper attempts to better understand how hotel theming can be applied to hotels in China, through investigating its perceived facilitators. Focus groups with 41 Chinese industry practitioners were undertaken in order to identify their perceived facilitators for hotel theming in China. From the findings it is evident that there are numerous opportunities for this marketing tool in a Chinese context. Differentiation through the use of various local Chinese cultural and geographical themes, shifts in tourism markets, and government support were found as core facilitators for hotel theming in China.
Source: Manual