Study On The Culture Construction Of Hongdu Hotel

With the continuous improvement of people's life quality,the daily demands of consumers gradually turn to spiritual demands and the upsurge of red tourism has led to the development of hotel industry and the spread of red culture.The competition in hotel industry has also entered into the stage of cultural competition that has experienced the stage of the initial price competition,the quality competition and then the service competition.The study of hotel culture construction has attracted the attention of scholars.More and more hotel managers have been realized that hotel culture is one of the important sources of the strength for the sustainable development of the hotel industry.They have started to attach importance to the construction of the hotel culture,strengthen its construction,formulate the strategy and then implement the project.With the rapid development of the hotel culture,the operating performance of Hongdu Hotel has been declined year by year which as the first red tourism reception based in Chenzhou City.Therefore,Hongdu Hotel has been chosen as the research object,explored the current situation from the aspect of hotel culture construction.First of all,collated and analyzed the relevant literature of red culture and themed hotel,understanding the research directions and trends in the two fields.Then,defined the related concepts of culture,corporate culture and hotel culture,combined the Four-circle theory of corporate culture construction and experience economy theory,collected the data of Hongdu hotel's culture construction through fieldwork,interview and questionnaire survey.After consulting the experts' opinions,evaluated and analyzed the present situation of Hongdu Hotel's culture construction from four levels: spiritual level,institutional level,behavioral level and material level.Through the analysis,although Hongdu Hotel occupies the advantage of red tourism resources and its red culture position meets the needs of consumers,there are some problems in the red culture construction: staff do not understand the specific content of the red culture,Hongdu Hotel seldom organize training for the staff to learn hotel culture,the hotel atmosphere can not highlight the red culture clearly,the staff can not explain the meaning of the hotel's logo,etc.In the view of this series of problems,taking further analysis of the causes of the problems: insufficient funds,backward management concept of managers',managers think little of the hotel culture construction etc.According to the existing problems and causes,put forward corresponding countermeasures from the four circles of hotel cultural structure to the red culture construction of Hongdu Hotel.First of all,the hotel should establish a clear core spirit of the red culture and clarify the core values of the red culture of the hotel;secondly,the hotel managers should change the existing management ideas and keep pace with the times;thirdly,the hotel should strengthen the training of the staff and improve their overall quality;the hotel should establish rules and regulations in accordance with the characteristics of the red culture to ensure that the construction of the red culture of the hotel can be carried out effectively;carry out experiential marketing activities for the staff to disseminate the red culture.