论我国饭店品牌创立的必要性与方法

随着饭店业由卖方市场向买方市场转变的时期,各饭店之间的竞争越来越激烈,他们纷纷采取多种对策和措施来建立竞争优势,使自己在市场处于领先地位。在众多观点中,笔者认为,根据饭店品牌独特优势以及结合饭店业特点的要求,创立饭店品牌才是饭店业长久和稳定发展的最好策略。以下从初创饭店品牌、宣传饭店品牌、发展和完善饭店品牌三个方面讨论创立饭店品牌的步骤和方法。     

Impact of Online Reviews on Consumer’s Hotel Booking Intentions: Does Brand Image Mediate?

Abstract

The recent trend suggests that people are more inclined to online hotel reviews to take online hotel booking decisions. The present study argues that when consumers are exposed to online hotel reviews, it draws an impression of the hotel brand in the mind of consumers, resulting in influence their hotel booking intentions. The current study determines the mediation effects of brand image between credible online hotel reviews and consumers’ hotel booking intentions. To ascertain the uni-dimensionality of the scales, the present study executes exploratory factor analysis. The ensure the internal consistency of the variable scales, the study determines Cronbach’s alpha. To measure the mediation effects, the present study performs structural equation modeling bootstrapping method. Data analysis reveals that marketers should look at hedonic brand image, which ultimately influences consumers’ hotel booking intentions. This is a unique study that ascertains the type of brand image that actually mediates between the impact of online hotel reviews and consumers’ hotel booking intentions. In addition, the paper furnishes theoretical background on how people interpret online hotel reviews and its effects.     

绿色饭店核心竞争力评价指标体系构建初探

绿色饭店是在循环经济理论和可持续发展思想指导下形成的一种新型饭店业发展模式。本文对绿色饭店核心竞争力要素进行分析和评价,在此基础上构建绿色饭店核心竞争力评价指标体系。该体系的构建有利于绿色饭店企业客观认识自身的竞争优势,探索提升其核心竞争力的途径,为我国饭店业可持续发展提供客观依据。     

The financial impact of loyalty programs in the hotel industry: A social exchange theory perspective

With increased competition across the hotel industry for frequent travelers, who generate a disproportionate portion of revenue, loyalty programs appear to be a rational response to the competitive environment. The question remains, however, as to whether these programs are effective at increasing the profitability of hotel operators. This study analyzes the impact of customer loyalty programs on the industry specific performance metrics of occupancy rate, revenue, and operating margin. Utilizing a comprehensive database of 36 different hotel brands (e.g., Marriot, Hilton) encompassing 31 loyalty programs and 435 different hotel properties, we examine whether a loyalty program is indeed an effective tool to increase operating margin. In summary, empirical results suggest that investment in hotel loyalty programs has a positive impact on occupancy rates and profitability. And although the overall effect is modest, these results have several managerial implications for the hotel industry.     

基于AHP的酒店信息化评价体系研究

对酒店信息化水平的测评是酒店信息化发展的一个重要环节,但由于我国缺乏针对酒店的信息化评价体系,不能对其水平进行测评。因而应结合AH P方法,建立科学性、一致性、系统性、可靠性以及导向性原则,制定针对酒店信息化评价体系。提高信息化重视度,搭建软件平台,提高信息技术对管理的支持,借助测评体系有助于系统、科学地认识信息化建设目标,使之优化信息化发展方案,加快酒店的信息化发展速度。     

Evaluating the financial performances of Korean luxury hotels using data envelopment analysis

In the wake of catastrophic natural disasters and rising threats of terrorism, the hotel industry has been hit hard by declining revenues and increasing competition. To avoid such a downward spiral, the hotel industry should find remedies to make its operations lean and robust. These remedies may include: niche marketing, reduced debt ratio, increased profit margin, and continuous improvement of hotel service quality. These remedies, however, would be of no avail, unless the hotel management finds a way to compare its financial strengths and weaknesses against its competitors. In an effort to help the hotel management enhance its financial efficiency and price leverage in the increasingly competitive hotel industry, this article aims to develop a meaningful set of financial benchmarks that will dictate best practices and shape up a successful hotel business model. Thus, we propose a data envelopment analysis (DEA) that is proven to be useful for measuring the financial efficiency of various profit or non-profit organizations. Using the examples of first-class, luxury hotels in Korea, this article illustrates the usefulness of DEA for the continuous improvement of hotel business practices.     

Cultural compatibility in internal knowledge transfers: an application to hotel chain growth

This work addresses the internal transfer of knowledge from a cultural perspective when hotel chains grow. The analysis begins with an approach to the intra-organisational transfer of knowledge in hotel chain expansion. Later, culture in organisations is addressed; this gives rise to the proposal of cultural compatibility as a determinant of the intra-firm transfer of knowledge. Moreover, reference is made to possible sources of cultural incompatibility: location abroad of the new hotel, conversions where most employees stay, and small size of the new hotel. The hypotheses are tested in the Spanish hotel context. The results show effects and causes of the compatibility between the cultural context in which the knowledge to be transferred originated and the cultural framework in which it is to be implemented.     

挑选合适酒店工作的员工提高激励效果

挑选适合酒店工作的员工是酒店成功的前提,是创造满意客人的关键。合适的酒店员工可为客人提供满意的情感体验,提升酒店在客人心目中的地位,切实提高酒店的激励效果。因而酒店管理者对合适的员工应建设一个开放型的上下级沟通环境,鼓励员工从工作中寻找乐趣,制定高标准的服务程序,提倡酒店的合作精神,并努力促使员工自行解决问题,同时关注员工的职业生涯发展,从而进一步的提高酒店的激励成效。     

基于4Rs理论的饭店整合营销策略研究

在服务经济的迅速发展中,饭店业作为服务业中一个传统而又富有活力的产业既得到了空前发展,又面临着激烈的市场竞争。针对目前我国饭店营销存在的问题及特点,运用4Rs整合营销理论,从饭店业与客户共赢视角构建"3212"的饭店整合营销模式,促使饭店业持续发展。     

人才流动的增智效应对我国酒店业人才开发的启示

人才是酒店资源中最重要的资源,酒店的人才管理兼具投资性大和流动性强的特点,如何进行有效的人才投资、又防止人才过度流失是酒店人力资源开发和管理中的一个重要课题。按照人才流动的增智效应理论,人才的合理流动将带来酒店业的发展;即使显而易见的酒店业之间的人才流失,也会带来酒店人才开发管理中深层次的增智效应,必将有利于提升酒店管理水平和服务质量,并给出积极的应对策略。     

饭店成本控制中的采购环节

采购是饭店成本控制中的重要环节,找出饭店采购中目前存在的主要问题,并针对这些问题制定采购策略,将对饭店整个成本控制过程产生重要影响。     

Dynamic efficiency assessment of the Chinese hotel industry

The paper introduces for the first time a totally dynamic two-stage approach to analyzing the hotel industry's technical efficiency at the sub-national level. The first stage uses data envelopment window analysis (DEWA) to assess regional hotel sectors' technical efficiency over time. Unlike previous studies, the second stage uses a dynamic Tobit model to investigate the impact of macro contextual factors on the hotel sector efficiency. The study chooses the Chinese hotel industry during the period 2001-2006 as its application setting. The findings of the investigation indicate that the Chinese hotel industry is approaching an efficient operation in general, recovering from a major dip in 2003 resulting from the Severe Acute Respiratory Syndrome (SARS) outbreak. In addition, the study introduces a novel two-dimensional efficiency-based matrix to assess the competitive advantage of different regions of the Chinese hotel sector. The paper presents strategic market implications for hoteliers, government decision-makers, and destination management organizations. The proposed methods are applicable for situations in which an exogenous event of a destabilizing impact (e.g., SARS) does occur.     

酒店试睡员的点评模式及其商业价值

酒店试睡员的诞生拓宽了酒店预定第三方平台的营销思路,也从客观上促进酒店产品与服务质量的提升。酒店试睡员利用网络社交媒体对酒店进行点评,形成相对稳定的点评模式:通过图文结合或者视频、音频的方式,评价酒店的产品、设施、服务质量、环境等,从而与网络平台上的众多消费者进行分享、互动。解析试睡员的点评模式,发现其背后存在一定商业价值:表现在试睡员点评影响在线预定市场和消费者的消费决策,丰富消费者的消费体验,提升酒店的服务质量水平,提高酒店知名度。     

产权、竞争、中国饭店业绩效及改进路径研究

本文分析表明我国饭店业是国有饭店主导的竞争性行业,国有饭店主导和竞争性行业的不相容性是造成我国饭店业整体绩效水平较差的根本原因。根据这一分析结论,本文提出我国饭店业最终目标是建立为非国有饭店主导的垄断竞争性行业,改进我国饭店业整体绩效的具体路径是积极推进国有饭店退出和实施饭店集团化经营。     

员工满意度对于经济型酒店的影响探究

员工满意度又称雇员满意度,是企业的幸福指数和企业管理的"晴雨表".员工满意度不仅是衡量酒店绩效的有效工具,也是酒店改善运作流程、实现高效运作、培养顾客满意度和忠诚度的强大动力.是实现酒店"赢得员工、赢得顾客、赢得市场、赢得利润、赢得发展"的"五赢"目标的保障.对于经济型酒店具有举足轻重的作用.     

主题酒店的氛围营造——以成都西藏饭店为例

创建和经营主题酒店的关键是氛围营造。以环境知觉理论为研究框架,根据服务景观模型和服务体验模型的研究方法得出主题酒店氛围营造的模型,在此基础上提出了主题酒店氛围营造应该从视觉、听觉、嗅觉和味觉四个方面入手,同时以成都西藏饭店为例围绕上述各方面进行了较为深入的分析。     

The effect of employee turnover on hotel profits: A test across multiple hotels

Employee turnover is generally recognized as a costly phenomenon, and hotel companies consequently have initiated various turnover-reduction programs. Despite many studies, however, it remains difficult to assess exactly what effect turnover has on operating profits—and thus to assess the return on investment for initiatives designed to reduce turnover. An analysis of gross operating profits and employee turnover rates at 98 full-service hotels at one hotel company yields an estimate of the actual dollar costs of employee turnover. In general, the cost of turnover increases with ADR. That is, the cost of a 1-point increase in turnover is greater for a hotel with a high ADR than for an economy-tier property. On average for this sample, the cost in GOP of a 1-point increase in turnover rose $525 with every dollar increase in ADR. Thus, for a hotel with a $125 ADR, each point increase in turnover cost another $32,750 per year in GOP. On the other hand, a hotel with an ADR of $65 would be losing just $1,250 for every additional point increase in turnover.     

企业再造——21世纪中国饭店业国际化经营的战略选择

国际社会已进入了信息网络时代,全球化市场正在形成,在这样的环境下,.我国的饭店业跨入了 新的世纪。面对新的形势,新的环境,中国饭店业如何抓住机遇,迎接挑战,实现质和量的再次飞跃, 企业再造、创建以网络营销为核心的经营模式势在必行。     

论饭店基层员工福利制度的完善与优化

基层员工是饭店内部人力资源的重要部分，其工作态度直接决定饭店的整体形象和服务水平。基层员工福利是现代饭店薪酬体系的重要组成部分，关系着饭店吸引人才、使用人才、保留人才战略的实现。完善和优化饭店基层员工福利制度，主要包括设置普惠性和差异性并重的福利制度，加强饭店基层员工对福利制度的认识，对饭店基层员工实施弹性福利制度，让饭店基层员工对福利项目有建议权等。     

浅析体验经济时代的酒店个性化服务

在酒店业竞争日趋激烈的今天,酒店创新个性化服务以满足顾客的体验需求已成为当前提升酒店竞争力的重要举措之一。了解在体验经济下酒店个性化服务的特征,依据当前酒店个性化服务现状,制定出酒店应从确定主题、提高顾客参与度、利用名人效应等措施去创新个性化服务。