中外高端酒店公众形象比较研究：以文学作品为依据

编者语：高星级酒店的社会形象及形象重塑是当前高星级酒店发展中亟待解决的重要问题，这其中有高星级酒店本身经营管理的问题，也有特定的社会历史发展阶段问题。本文具有较强的现实意义和理论价值，对高星级酒店社会形象的研究具有一定的研究价值，资料和数据翔实，分析科学合理，论文书写规范，具有较强的逻辑性，结论具有启发意义和实践指导价值。

指导教师：李彬

作　　者：倪天一

专　　业：酒店管理

完成时间：2017年3月29日

摘　　要

无论是在国际范围内还是在国内市场，酒店的发展始终是社会发展水平的风向标，其中高星级酒店更能够反映出社会发展和变革。党的十八大以后，随着中央八项规定、六条禁令的出台，公款消费得到有效遏制，以政务接待为主的高星级酒店经营受到了一定的影响，高星级酒店的公众形象也随之受到负面影响，近年来，高星级酒店积极谋求转型，这反映的不仅仅是经营模式的突破，更是对于形象重塑的迫切需要。良好的公众形象才能够保证高星级酒店的经营持久性。(www.xing528.com)

本文通过定性研究法和文献法，选取了美国著名作家西奥多·德莱塞和中国职业酒店经理人兼作家海岩的著作，将文学作为分析高星级酒店公众形象及当时时代背景、社会环境的研究样本，探究不同时代的社会、经济、文化、政治背景下的高端酒店公众形象，并分析成因，总结出影响高星级酒店公众形象的因素包含不同现实背景下酒店自身发展特征，公众的误读和高星级酒店消费人群特征等。高星级酒店要从开拓新市场和客源、保障和提高产品与服务质量、合理利用营销和公关手段、承担社会责任等方面入手，树立和打造新常态下的正面公众形象，并将其传播出去。

关键词：高端酒店　公众形象　形象重塑　文学作品

Abstract

In both international and the domestic market，the development of the hotel is always an indicator of social development level，among which the high-star hotels are more able to reflect the social development and change. After the Eighteenth National Congress of the Communist Party of China，with the relevant laws and rules，the issue such as public funds consumption has been curbed effectively. However，since the domestic high-star hotels were concentrated on government and business reception，their public images were affected，and were tagged with public funds consumption. The accelerating transformation of high-star hotels in recent years，reflects not just business model needs to breakthrough，but also to reshape the image of urgent need. A good public image can ensure high-star hotels operation and durability.

By analyzing the literature and qualitative method，the works of overseas famous writer Theodore Dreiser and domestic professional manager as well as writer Mr. Hai Yan have been selected as evidence of the public image of high star-rated hotels，to explore the differences of the public image under different times background of social，economic，cultural and political factor and analyze the causes. The factors that would influence the high-star hotels public image containing different characteristics under the background of the hotel’s own development reality，the public due to inadequate understanding of misreading and consumers characteristics of aspects，such as high star-rated hotels. Based on this discovery，the high star-rated hotels need to develop new markets and customers，guarantee and improve the quality of products and services，reasonable use of marketing and public relations，and take the initiative to recognize and corporate social responsibility，set up and build positive public image，under the new normal and spread it out.

Key words：High-rated hotel，Public image，Image shaping，Literature works