Hotel Theming in China: A Qualitative Study of Practitioners' Views

• Published in: Journal of travel & tourism marketing Vol. 32; no. 6; pp. 712 - 729
• Main Authors: Wassler, Philipp, Li, Xiang (Robert), Hung, Kam
• Format: Journal Article
• Language: English
• Published: Binghamton Routledge 18.08.2015; Taylor & Francis LLC
• Subjects: China; Competitive advantage; experience economy; hotel; Hotels & motels; Market strategy; marketing; Theming; China

Facing increasing competition, many hotels have adopted "theming" as a marketing strategy. Although still in its fledgling stage, hotel theming has already gained popularity in the growing Chinese hotel market. This study conducted focus group discussions to understand the concepts behind...