Philipp Wassler

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

ABSTRACT 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 hotel theming in China. Respondents were 41 practitioners from the Chinese hotel industry, who were enrolled in an executive graduate program. Data revealed that hotel theming has four analytical dimensions, namely, the current state, perceived facilitators, inhibitors, and future prospective for developing such strategy in China. Results showed that the specific traits of the Chinese hotel market are highly important for the success of hotel theming in the given context.

Towards the Understanding of Chinese Collaboration in Hospitality – The Opinions of Professionals

The increasingly competitive market in China has resulted in the struggle of hotels for competitive advantage, and even for survival. Among the possible tools to rise above this cut-throat environment is the concept of hotel collaboration. This paper moves towards the understanding of hotel collaboration in China based on the focus group discussions of 22 experienced practitioners in the Chinese hotel and related industries. The data identified several threats, opportunities, and insights into hotel collaboration of domestic with overseas hotels as well as predictions for the future of this practice in China. Based on specific cultural, political, and economic contexts of contemporary China, the results indicate that partial collaboration is likely to succeed in the hotel market of the country.

Brand-as-Person versus Brand-as-User: An Anthropomorphic Issue in Tourism-related Self-Congruity Studies

Tourism self-congruity studies use two facets to personify destinations, namely, brand-as-person and brand-as-user. These features have been considered synonymous in previous research, and thus the differences between these facets, which may demonstrate biased congruity, must be investigated. This study uses projective techniques to personify brand-as-person and brand-as-user for two tourist destinations. Both facets are distinct and must not be used interchangeably in tourism-related self-congruity studies.