高星级酒店康乐经营问题与对策研究——以杭州JW万豪为例【摘要】酒店业身为国家经济的重要支柱性行业，2013年国内旅游业得到平稳发展，关键的旅游经济指标持续维持明显的发展。但是，伴随我国八项要求的制定，国内酒店产业营业收入以及客流量展现出“持续降低”的情况。特别是高星级酒店降低显著，五星级酒店营业收入综合降低25-30%。此类酒店怎样在旅游发展转型变革的重要阶段，在目前高星级酒店领域激烈竞争中得到最后的胜利，就是目前需要马上处理的问题。在政府持续倡导加快旅游产业从上游到下游的彻底结构改善的局面中，国内酒店康乐项目就是目前酒店在运作模式转型中关键的开源创收以及运作核心的项目，基于逐渐发展饱和的高星级酒店传统项目，康乐项目也需要后续的创新，需要合理、健全的运作方式。本文最先对各个国家的康乐项目运营方式开展探究，分析了康乐项目从最早出现的重要理论观点，整理了各个国家康乐项目的发展以及现实情况，且将杭州JW万豪当做案例，明确了以达到顾客需要为导向，以提高顾客满意度为目的始终站在健全顾客服务的层面上，对康乐项目产品健全以及市场定位开展探究。将独立实体以及品牌连锁运作模式当做高星级酒店康乐运作的重点创新趋势，制定满足杭州地区的高星级酒店康乐项目运作模式结构，最后为康乐项目运作像餐饮、客房项目一样变成酒店的关键盈利项目指出合理的看法。【关键词】酒店业康乐经营，服务质量管理，客户满意度，经营对策IResearchonDeficiencyandCountermeasureofRecreationDepartmentinLuxuryHotels——TheCaseofHangzhouJWMarriott【Abstract】Asapillarindustryofthenationaleconomy,thetourismindustryinChinahasbeensteadilyimprovedin2013,andthemaintourismeconomicindicatorscontinuetomaintainrapidgrowth.However,withtheintroductionoftheeightprovisionsofthestate,China'shotelindustryrevenueandpassengertraffichasbeenacollectivelandslide’.Inparticular,thedeclineinhighstarhotel,fivestarhotelrevenuefell25-30%.Howtopromotethedevelopmentofhighstarhotelsinthecriticalperiodofthetransformationandupgradingoftourism,facingthefiercecompetitionofdomesticandforeignhighstarhotelindustry,isanurgentproblemtobesolved.Thegovernmentvigorouslypromoteandpromotethecomprehensiveoptimizationoftourismindustrystructurefromtheupstreamtothedownstreamofthesituation,China'srecreationdepartmenthotelprojectasaNewTimesHotelinthemodeofoperationinthetransformationofanimportantsourceofrevenuemanagementandthecoreoftheprojectofdevelopmentfacehasbecomesaturatedhighstarhoteltraditionalproject,recreationdepartmentprojecttoexploremoreinnovation,operationscientificandperfect.Firstly,thispapersummarizesthedomesticandforeignrecreationdepartmentprojectoperationmode,reviewsthemaintheoreticalbasisoftherecreationdepartmentprojectfromtheinitialbirthtothepresent,andsummarizesthedevelopmentandcurrentsituationofthedomesticandforeignprojectoftheprojectofthestateoftheworld.AndattheJWMarriottHangzhouasanexample,establishedtomeetcustomerdemand,improvecustomersatisfactionasthegoal,throughtheperfectalwaysstandintheviewofcustomerservice,therecreationdepartmentprojectproductimprovementandmarketpositioning.Themaindirectionofinnovationasaseparateentitymodelandbrandchainmanagementmodeforthehighstarhotelrecreationdepartmentoperation,madeinlinewiththeHangzhoumarketofhighstarhotelrecreationdepartmentprojectoperationmode,finallyforthehighstarhotelrooms,cateringoperationsliketherecreationdepartmentprojectastheprojectputforwardopinionsandsuggestionsforthemainprofitHotelproject.【KeyWords】recreationdepartmentinluxuryhotels，servicequalitymanagement，customersatisfaction，managementcountermeasuresIIIII目录引言......
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