【摘要】 由于目标市场差异,度假酒店(村)与商务酒店、观光酒店、经济酒店的经营理念与价值取向有着本质差异,前者经营的是健康,后者经营的是事务。度假酒店(村)经营需要从关注顾客的身心健康出发,将健康元素融入到空间环境、产品项目、服务过程与管理过程以及社区互动中,形成健康主题,化为企业文化;并通过主题的品牌化,品牌的资本化,实现品牌经营。广东江门市古兜温泉旅游度假村首次将"健康"作为经营理念与价值取向贯穿于整个度假村,开辟了我国健康主题度假酒店(村)的先河,但仍需持续完善。更多还原

【Abstract】 There are differences in nature between resorts and business hotels,sightseeing hotels,economic hotels for each targeting market.In fact,the former sells health service,and the latter sells affairs service.So,resorts need to merge health elements into environment and products and service and management and community,and construct health theme,and turn into corporation culture;Furthermore,it can achieve brand management by brandizing theme and capitalizing brand.Gudou resort in Jiangmen City in Guangdong Province first merges health concept and value into resort,and becomes first resort with health theme,but it need to be improved continuously yet.更多还原