Research On The Culture Of Hotel Culture Based On Grounded Theory

With the rapid development of tourism,the competition become more and more fierce in hospitality industry.The internal management problems are highlighted such as low employee satisfaction,rising turnover rates and lacking of integrity.After the winter of the policy,the original market is divided into many parts by new entrents and the organization boundaries is becoming more open,personal values highlight under the influence of the Internet,which put forward higher requirements of the organization's efficiency and personal quality.The Internet and hotels' integration makes sales interact online and offline,which needs the brand and products update quickly.In face of internal and external problems,hotels pay more attention on corporate culture landing so that they can improve management efficiency and make profits.But other hotels had little progress.The gap in the performance of the hotel shows that corporate culture and management is closely related and the reason for the performance'drop is not fundamentally solve the management of people.Strong contrast makes hotels start paying attention to corporate culture landing.The article defines the concept of corporate culture and corporate culture landing based on the literature of corporate culture,corporate culture landing and hotel culture landing.then it conducts in-depth interviews with senior managers of 8 different hotels in Qingdao on the basis of present situation,causes and measures of hotel corporate culture landing.Then using grounded theory to sort out and analyze the interview data.This study found employees didn't understand the corporate culture,having poor execution and low degree of recognition and analysing the reasons from times,industry,society,management thinking,organizational management and employee management.Then,it explains the mechanism to promote the hotel corporate culture landing through "inverted triangle" model,pointing out the dynamic interaction between organizations,employees and customers is a key factor in promoting corporate culture landing and motivation and learning are indispensable internal mechanisms.At last,it puts forward measures from organizations,employees,customers,incentives and learning to promote corporate culture landing.