基于扎根理论的旅游品牌内化研究——以一家五星级酒店为例

近年来,越来越多的旅游企业重视品牌建设,然而,成效却并不尽如人意.全国旅游投诉统计数据显示,旅游者投诉在逐年递增.因此,如何将品牌内化到企业内部,转化为企业的实际行为,这是一个理论和实践都很关注的重要问题.文章以一家五星级酒店为例,运用扎根理论研究方法分析旅游品牌内化过程,识别出旅游品牌内化具有组织与员工层面的二元结构,并提炼出两个层面的主要要素,且进一步挖掘出学习、交易与关系三种品牌内化机制.这些结论对于致力于品牌建设的旅游企业有现实意义,同时也给旅游品牌领域的理论研究提供了一个新的视角.

Study on the Internalization of Tourism Brands Based on Grounded Theory:A Case of a Five-star Hotel

In recent years,more and more tourism enterprises pay attention to brand building.But results are not satisfactory.The national travel complaints statistics data show that tourist complaints have been increasing.So how to internalize brand to the enterprise and making actual behavior,that is very important in theory and practice.The paper,taking a five-star hotel as a case,identifies the fact that the internalization of tourism brands are of binary structure at organizational and employee level and refines the main elements of the two levels by applying the study method of grounded theory to analyze the process of internalization.Three mechanisms of brand internalization——learning,transaction and relation are further dug out.These conclusions are of immediate significance to tourism businesses devoted to brand building.Meanwhile,a new perspective is provided for theoretical study in tourism brand field.