【作者】 唐伟；

【导师】 谢春山；

【作者基本信息】 辽宁师范大学 ， 旅游管理， 2014， 硕士

【摘要】 学者的研究发现，顾客认同对企业长远发展有着积极的作用，主要表现在：顾客认同可以促进顾客的口碑传播，可以在一定程度上增强顾客对企业负面信息的抵御能力，同时，有利于培育顾客的忠诚度。随着我国酒店业的发展，酒店之间的竞争日趋激烈。随着各酒店在硬件设施设备上的差距已经不再明显，酒店之间的竞争很大程度上已经从硬件设施设备的竞争转移到酒店文化的竞争上，从有形的产品竞争、无形的服务竞争发展到更高层次、更高品位的文化竞争。因此，酒店文化对酒店竞争力的塑造起着举足轻重的作用，关于酒店文化的研究也受到众多学者的关注和重视。近年来，学界对酒店文化的研究多集中在酒店文化的内涵、结构、特征、功能和建设策略上，学者对酒店文化构建的研究主要集中在酒店文化建设误区、建设策略上，而酒店文化的建设策略主要从酒店物质文化建设、酒店精神文化建设、酒店制度文化建设和酒店技术文化建设四个方面展开。总体看来，尽管国内外学者对酒店文化的研究取得了很多具有重要意义的研究成果，但从认同的视角来研究和探索酒店文化的研究成果并不多。有学者开始从员工角度解读了酒店文化认同的分布及其启示，但是从酒店顾客视角来研究的酒店文化的成果却不多见，结合民族品牌酒店所进行的实证研究更是鲜有问津者。为此，本文将顾客认同和酒店文化认同的理论结合，同时借鉴文化认同、组织认同和社会认同的研究成果，从顾客视角探索酒店文化认同，是现有酒店文化理论研究中为数不多的积极尝试。本文运用定性研究与定量研究相结合的方法，在对相关文献进行分析梳理的基础上，分析探讨了酒店文化认同的产生、酒店文化认同的本质及其内涵、酒店文化认同的类别和特征以及酒店文化认同的影响及其误区等理论问题。同时在吸收和借鉴顾客认同测量以及酒店文化结构研究成果的基础上，通过对多位酒店顾客和专家的深度访谈，得出酒店文化认同的测量量表，并设计出了顾客视角的酒店文化认同研究问卷。在研究中，本文将酒店文化认同分为酒店品牌文化认同、酒店制度文化认同和酒店物质文化认同，同时对酒店文化认同的结果进行了探索性的研究。借助SPSS20.0对问卷进行研究分析，结果发现，顾客对国内某高星级民族品牌酒店的文化认同主要集中在酒店的物质文化方面，对酒店制度文化中的预订制度认同程度较高，但对酒店的品牌文化认同程度普遍偏低。基于研究结论，本文提出了加大酒店品牌文化建设、强化酒店制度文化建设以及提升酒店物质文化建设的对策建议。虽然本文是现有酒店文化理论研究中为数不多从认同视角来探索和研究酒店文化的积极尝试，同时，为获得相对严密、可信，并具有一定实践价值的研究结论，笔者在研究过程中力求遵循科学、严谨的分析步骤和研究方法，但由于个人研究能力以及阅历的限制，本文的研究成果并不全面，在未来的研究中还有待进一步改进和完善。首先，本文虽然在一定程度上将酒店文化认同研究的视角从酒店员工扩大到了酒店顾客，但从酒店文化认同研究的系统性和全面性来考虑，未来酒店文化认同研究应从酒店顾客和员工的双重视角来考虑；其次，问卷的发放主要是网络和现场发放，样本覆盖的数量和范围偏少，样本的代表性还不够，在未来酒店文化认同研究中，对样本范围和样本数量的选择还应该进一步扩大；另外，本文主要借鉴了顾客认同的量表和酒店文化结构研究的相关成果，结合对酒店顾客和专家的深度访谈，得出了酒店文化认同测量的量表，从整个研究的进程和成果来看，本文研究设计的规范性和科学性还有待进一步提升。更多还原

【Abstract】 Researchers found that Customer Identity has a positive effect on the enterpriselong-term development. Mainly in the following areas: Customer Identity canpromote customers word of mouth communication, which can enhance customers’sability to resist negative information on enterprise to a certain extent. At the sametime, it can also cultivate customers loyalty. With the development of China’s hotelindustry, the competition between hotels is increasingly fierce. Each hotel in thehardware facilities of the gap is no longer apparent. Competition between hotels hasalready transferred from the hardware facilities to the hotel culture. Competition ofhotel industry began to develop from tangible products and intangible cultural servicecompetition to a higher level and higher quality of cultural competition. We can saythat the hotel culture plays a pivotal role in shaping the competitiveness of the hotel.In recent years, scholars of on hotel culture focus on hotel culture connotation,structure, characteristic, function and construction of hotel culture strategy.Construction of the hotel culture researchers focused on the cultural construction ofthe hotel misunderstanding. While the construction strategy of hotel culture mainlyunfold from hotel construction material culture, hotel spiritual culture, culturalinstitutions and hotel technical culture four aspects. Overall while the study of hotelculture of domestic and foreign scholars have made many significant research results.However, from the perspective of cultural identity to study and explore the hotelculture, not much related research. Some scholars began to interpret the distributionand revelation from the employee perspective of hotel cultural agree, but from theperspective of hotel guests to study the cultural achievements of the hotel are rare.Combined with empirical research conducted by the national brand hotel is especiallyvaluable. This paper combines the theory of Customer Identity and Hotel CulturalIdentity, and drawing on the research on cultural identity, organizational identity andsocial identity. From the customer perspective to explore the hotel cultural identityis one of the few positive attempt in the theoretical study of the existing hotel culture.This article combines the method of qualitative research with quantitativeresearch,on the basis of the relevant literature,clearing the theoretical results aboutthe generation of hotel cultural identity,the essence and connotation of hotel cultural identity,the category and feature of hotel cultural identity, the influence andmisunderstanding of hotel cultural identity and so on.At the same time,on the basis ofcombining customer identity measurement and the research of cultural structure of thehotel,through in-depth interviews on many hotel guests and experts,the article getsthe measurement scale of hotel cultural identity and designs hotels cultural identityquestionnaire on basis of customers’ perspective.In the research,hotel cultural identityis divided into cultural identity of hotel brand,cultural identity of hotel system andcultural identity of hotel material.At the same time,the article conducts exploratoryattempt on the results of the hotel cultural identity.With SPSS16.0,by analyzing thequestionnaire,the article finds that customers focus on the aspects of the hotel’smaterial cultural about cultural identity of a domestic high-star hotel nationalbrand.They have a higher degree of hotel’s reserve system of domestic hotelinstitutional culture,while having a low level of the cultural identity of hotelbrand.Based on research findings,this article proposes strategies of increasing theconstruction of hotel brand culture,strengthening the construction of hotel institutionalculture and enhancing the construction of the hotel material culture.About hotel culture theory, the article is available one of the few study fromthe perspective of identify to explore and study hotel culture. In order to ensure theconclusion of study is relative strict, credible, and has some practical value, theauthor seeks to follow the scientific research process,rigorous research method andanalysis steps. But due to the limit of personal research capability and experience, theresult of this article is not comprehensive, so the future study should be furtherimprove and perfected. First of all, in this paper, while in certain level theperspective of cultural identity expanded from hotel staff to hotel customers, but fromsystematic and comprehensive consideration of the hotel cultural identity research,the future hotel cultural identity studies should consider from the dual perspective ofhotel customers and employees; Secondly, due to the distribution of questionnairemainly is network and field distribution, the number and range of samples covers lessthan normal, and the representative sample is not enough. so in the future study aboutthe hotel cultural identity, the scope and number of samples on the sample selectionshould also be further expanded; Addition, the lack of personal capabilities and thelimit of related research, the study scale of hotel cultural identity mainly draws thescale of customers approval and related outcomes research of hotel cultural structure,combined with in-depth interviews for hotel guests and experts, then makes themeasurement scales of hotel cultural identity;From the point of whole research process and outcomes, the specific and norms of study design needs to be furtherimproved.更多还原