基于原真性理论的北京胡同酒店精品发展模式研究

2010 级研究生 张 峰

摘要

近几年，随着酒店新业态的不断涌现，酒店业已经呈现出百花齐放的繁荣景象，其中，精品酒店正处于快速发展阶段。随着经济的日益发展，人们的生活更加富裕，开始追求满足个性化需求，极大促进了精品酒店的发展，精品酒店以其原真性文化、品牌效应、“管家式”服务、精细化管理以及专精营销等特性，为顾客们所接受。本文基于原真性理论来探讨精品酒店发展模式。

本文首先对原真性理论和精品酒店的相关概念及研究现状做了总结概述，然后对国内外精品酒店的发展现状进行了简要归纳，从原真性理论中的原初、真正、逼真、虚像、个体内在原真性五个角度切入总结出精品酒店发展模式，包括原生型精品酒店、真实型精品酒店、逼真型精品酒店、仿真型精品酒店以及原真体验型精品酒店。

其次，采用质性研究中的扎根理论研究方法，对所调研的资料进行质性分析，在质性研究过程中，通过多途径收集二手资料，并赴精品酒店实地调研，共选取了来自政府研究机构、酒店管理公司和精品酒店的13 位酒店业精英进行了访谈。通过扎根理论方法的开放性编码、主轴编码和选择性编码的过程，自下而上地构建了“精品酒店文酒融合的发展模式”的理论模型。该模型包括两部分：一是顾客品位品质体验与文化传承，二是精品酒店特色竞争力发展，二者相互影响实现精品酒店文酒融合的发展。

最后，结合精品酒店发展模式及实际经营特点，本文从政府和企业两个角度对精品酒店的发展提出建议：政府在规划中坚持对历史遗迹保护与开发并重原则，在管理中引导服务企业、提供社区参与的机会；企业在开发精品酒店过程中引入原真性元素，在服务项目中增加原真文化活动，在酒店服务人员身上体现原真文化特质，在客源市场开拓新兴中产阶级市场。

关键词：精品酒店；原真性理论；北京胡同；文酒融合发展

Study on Development Model of Boutique Hotel Based on Theory of Authenticity——The Case of Courtel in Beijing Hutong(www.xing528.com)

Abstract

In recent years，with the constantly emerging of the hotel new business modes，the hotel industry has presented the flowers boom，and the boutique hotel is in a stage of rapid development among them.Along with the increasingly development of economy，people get more rich，and increase the demand for personality. The phenomenon greatly promoted the development of the boutique hotel，and with the unique cultural value，brand effect，“housekeeper” type service，delicacy management，and special marketing，it is accepted by customers. Based on the theory of authenticity，the paper discuss the development model ofboutique hotel.

Firstly，the paper does a detailed summary overview about the concepts and latest research of authenticity and boutique hotel. Secondly，the paper summaries the latest development situation about the boutique hotel at domestic and overseas，and the development model of boutique hotel is analyzed by the theory of authenticity，through originality，genuineness，verisimilitude，simulacra and intra-personal authenticity，which consists of the original boutique hotel、genuine boutique hotel、verisimilitudinous boutique hotel、simulate boutique hotel and experience boutique hotel.

Next，using grounded theory in qualitative research methods do qualitative analysis，and collecting second-hand information through many channels，going to the boutique hotel to do research，and interviewing 13 of the hospitality industry elites from government research institutions，boutique hotels，and hotel management companies. Then，using open coding，axial coding，and selective coding in grounded theory，bottom-up to build the theory model of “The mixture development model between culture and hotel”. The model consists two parts：One is customer's taste and quality experience and cultural inheritance；the other is unique competitiveness of boutique hotel，and the influences of both bring about the mixture development between culture and hotel.

Finally，according to the results and the feature of boutique hotel development，suggestions for the boutique hotel from the position of government and enterprises are given：The government adheres to the principle of protection and development about historic sites in the planning，guide service enterprises，and provides opportunity of community participation in the management. To the enterprises，bringing authenticity in the development of boutique hotel，adding to authentic games in the service，reflecting the authentic characteristic on the hotel staff，and developing the new middle class in the market.

Keywords：Boutique Hotel；The Theory of Authenticity；Hutong in Beijing；The Mixture Development Model of Culture and Hotel