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酒店文化是酒店业竞争的核心,酒店文化认同是酒店文化研究的新视角,对酒店业界和酒店学界而言,酒店文化认同研究都具有十分重要的作用。一、酒店文化认同的影响(一)对业界而言1、增强酒店业界培育顾客认同的意识许多酒店都试图通过树立良好的酒店声誉来构建同顾客的长期关系,以期实现较高的营销业绩,让酒店获得持续发展的动力。但树立和培育酒店与顾客长期关系的基础是顾客对酒店的认同,只有顾客认同酒店品牌文化和形象,才进一步增强顾客认同所产生的积极口碑效应[1]。这种顾客对酒店认同的正向引导作用,在一定程度上促使酒店加强在声誉方面的投资和努力,而酒
Hotel culture is the core of hotel industry competition. Hotel cultural identity is a new perspective of hotel culture research. For the hotel industry and hotel industry, the research on hotel cultural identity plays a very important role. First, the impact of cultural identity of the hotel (A) to the industry 1, to enhance the awareness of the industry to foster customer acceptance Many hotels are trying to establish a good reputation by the hotel to build long-term relationship with customers in order to achieve higher marketing performance, Let the hotel get sustainable development momentum. However, establishing and nurturing the long-term relationship between hotels and customers is based on the recognition of customers by the customers. Only by recognizing the hotel’s brand culture and image, customers can further enhance the positive word-of-mouth effect [1]. The positive guiding role of such customers towards hotel recognition has, to a certain extent, prompted the hotel to strengthen its reputation and investment efforts,