1、ThemeHotelDesign:WhenthehoteleventthemeHowardStutzThemeHotelsemergingasanewformofhoteldevelopment,inforeigncountries,nearly50years,andinourshorthistory,distributionrangeisalsoconfinedtomoredevelopedinthehotelindustryinGuangdong,Shanghai,Shenzhentohavetoreturntonature,science,technology,ornostalgic-t

2、hemedhotel,allreflecttheuniqueoperatingcharacteristics.AlthoughthethemehotelinChinatherearenewthings,butintheinternationalhotelindustryisakindofnewtrend.Onlyafewthemesfromthedomestichotelbusinesssituation,businessconditionswerebetterthanotherhotels.Lookingintothefuturesobrightthemehotel,themehotelsi

3、tisnecessarytocarryoutplanninganddesignanalysis,developingthethemeofthehoteltoprovidesomepertinentcannonfodder.Thispaperintroducesthetheme,theme,theme,andarationaldistributionoffunctionsofpartstoelaborate.1.TheintroductionofthethemeThemeHotelalsoknownasFeaturedHotel,isbasedonaparticulartopic,toembod

4、ythehotelsarchitecturalstyleanddecorativearts,andculture-specific,sothatcustomersreceivepersonalizedcultureoffeeling,atthesametimeservicesintothesubject,personalizedservicetoreplacethegeneralizedserviceforcustomerswithjoy,knowledgeandstimulation.History,culture,urban,nature,myth,fairytalescanbecomet

5、hethemeofthehoteltoplay.2.PositioningthemeIndoingscenicspot,thefirsttodetermineherdirectionandorientationtothemanycompetitors,biggerandstronger.Similarly,thethemeofthehotelisalsotrue,butwhenitislocatedwithinthescenicarea,themorethesubjectisattachedtosceniclocation,withechoesofitsservices.Whensheisno

6、tonlydependentonthecityorscenicareasexist,thethemeoftheexactlocationofthehotelisparticularlyimportanttoconsidertheproblemstobemore.HangzhouDreamCastleisallowedtofailduetosubjectpositioningatypicalcase.3.HangzhouDreamCastleTheendof2003andplanstospend1.5billionyuan,knownasChinasfirstsuper-starhoteland

7、DreamCastlefromHangzhouXiaoshanDistrict,thestartofthenewscame,thepersonsaid:Astheprogramchanges,FantasyCastlecannotbebuilt.DreamCastleistheoriginalplanofHangzhouWorldLeisureExpo2006,thelandmarkbuilding,coversanareaof130,000squaremeters,morethan100metershigh,theinvestoriswell-knownprivateenterpriseSo

8、ngCityGroup.Itsdesigners,butalsodesignedtheworldslargesthotel(MGMGrand)andAmericandesignerMr.Johnson.Thisultra-luxuriousdesign,issupposedtobeasuccessfulmodel,butendedinfailure.Therootcausesoffailure,nottosaythatshedidnotlocate,butintheirpositioningcommittedtwofatal.Onethemetoofaroutofmarketpositioni

9、ng:Hangzhouasaleisurecapital,butalsotobeatthecenteroftheYangtzeRiverDeltaarea,locatedintheYangtzeRiverDeltaiswhyleisuretouristandthebusinessmeetingcustomerisreasonable.Thedreamcastlethemechosennottosupportthisposition,thesuperstarofthebuildingwillbefarbeyondthecasualmarketsspendingpower.Second,theth

10、emefromthecitylocationtooheterogeneous:HangzhouisabeautifulandpeacefulsouthofYangtzeRiver,isamodernleisurecity;theDreamCastletodreamasthetheme,luxuriousandmagnificent,androotedinthecomfortablelifeofleisureatmospherethecontrary,thepursuitofafarawayfromrealityexperience.Sheswrongisnottakenintoaccountw

11、herethecitysimagepositioningandurbanplanning,thenfailureisamatterofcourse.4.ShowtopicsindepthAfterpositioningthehoteltoseizethetheme,wemustconsiderhowtoletvisitorsexperiencethecharmofthehotelstheme,whichrequiresself-displayofthemedhotels.Asuccessfulthemehotelthemethroughitsthemeofenvironmentandatmos

12、pheretodemonstratetheconcept,inotherwords,thethemeisthethemeofenvironmentandatmosphereoftheconceptofreification.Eitherbythemearchitecture,landscapethemeextrinsickindofcharacterizationtolookintothehotelstheme,themedecorations,etcthroughthephysicalappearancetodisplaywithinthethemeofthehotel.Butneedtob

13、eselective,strictly,tobeperfect,harmony,avividcontrasttothethemeofenvironmentandatmosphere.4.1Architectural,landscapeandenvironmentinthesubjectSubjectbuildingisatangibledemonstrationofthethemehotelinthecustomerplaysakeyrolewhenthefirstpurchase.Inadditiontothepursuitofauniquearchitecturaltheme,butals

14、oshouldgraspthegoodandthesurroundinggeographicalcoordination,coordinationwiththesurroundingenvironmentitselfispartofthecustomerexperience.Heresthebackgroundofnaturalscenery,twothemedhotels,themeoflandscapearchitectureanditsthemewereconsistentwiththethemeofenvironment,provedtobesuccessful.Locatedinth

15、esoutheastofAustriasBluehairRogneSpasmottoissubtledifference,itgivesthetenantisvisuallyshockingbigdifference.AustrianArtistHundertwasserbuilding,Mr.(Hundertwasser)stylehereonitshead:asetofWaldJuanhofhaeuserapartmentgroup,sayingthatthepremisesandembeddeditselfintheground,likeagroundhoginthecryptBlock

16、;villas,thetopoftheplantwithsoftandthickgreenlawnandshrubs,andeventhewindowofthetreewillbeunearthedYiKeke,knowledgeoftheconstructionwasmisplaced.Touristsfromthehotelswimmingpoolspaswimspapooltheway,toexperiencethedesignofMr.HundertwasserComparativeStudyandIntegrationirregularsea,anddownchangesinfron

17、tofthescenerywhilethePersianpalace,whileheisazebracabinmakeyouforgetalltherulesofthegameonearth.Ofcourse,inadditiontonaturalbeautythehotel,therearehotelscelebrityculture,historyandculturehotels,cityhotelsandartisticcharacteristicsofthehotelfeaturesandsoon.Varioustopicsindifferenttypesofhotel,theywan

18、ttoshowthethemeoflandscapearchitectureandthethemeisdifferent.Butthethemeoflandscapeandarchitecturalthemeofharmonycanbeplayedonthethemeofplayinguptherole,toachieveevenbetterresults.4.2ThemedecorationsTosomeextent,themehotelsthemeparkandhotelistheperfectcombinationofDisneythemedhotelisagoodexample,isa

19、themehoteldevelopmentmodelisrelyingonthesuccessofthethemeparkbusiness,ShenzhenVeniceHotelisso.Asthephysicalrepresentationwithinthestaffworkclothesareanimportantmanifestationofthethemeatmosphere,becausetheemployeeissubjectmovementsymbols.Inadditiontostaffworkingclothes,themedecorationsandlightinganda

20、reasonablecolormatch,cangivecustomersabetterexperiencethemeatmosphere.4.3RationaldistributionoffunctionsThroughthemasteryofsubjectpositioningonthethemeoftheconceptoflandscapeconstructionandunderstandingofthetheme,aroundthethemeofthisthreadtohimtobreakitdown,throughtherationalallocationoffunctionstoi

21、mprovetheplanninganddesignthemeofthehotel.Hotelserviceareadividedbythegeneralsub-roomarea,diningarea,publicactivityareas,conferenceandexhibitionarea,fitnessandentertainmentdistrict,administrativeandlogisticalareas.Itisnecessarytodividetheseareasclear,butalsoorganically.Fromthebusinesspointofviewhote

22、l,thehotelpartandthenon-revenuefromtheincomepartofcomposition,whenthetotalbuildingareaisestablished,areaofstructureshouldcarefullyarrangethefollowingsections:someroomsincludingsinglerooms,twinrooms,doublerooms,allsuitesandsoon.Cateringsector,includingthemainrestaurant,theDeputyrestaurant,mainbar,clu

23、b,cocktailroom,cafe,etc.shouldbeincludedwiththebanquettheotherlarge,mediumandsmallbanquethall;otherbusinesssectors,includingmeetingrooms,fitnessfacilities,sauna,beauty,swimmingpool,Laundry,CommerceCentre.Non-incomesectionincludesthelobby,themaindesk,office,luggageroom,switchboardroom,computerroom,st

24、orage,changingrooms,medicalclinic,canteen,boilerroom,parking,carwash,etc.Agoodhotel,inadditiontotheuniquestyle,beautifulappearance,andthelocalenvironmenttogetherwithprofoundculturalconnotations,thelayoutoftheinternalfunctionsofthehotelveryreasonable,thelocationofeachshareofafeaturejustright,notonlyt

25、ofacilitatethegueststousealsofacilitatethemanagementoftheoperator,notawasteofspace,butalsoreflectthehotelsservices,richatmosphere,theguestsaresatisfied,havinglived,theoperatorsavesalotofmanpower.Ingeneral,itisnecessarytograspthefunctionsofdistributionwithinthehotelveryreasonable,fullyequippedtofacil

26、itatetherequirementsofguestsandmanageable.Layoutanditsfeaturestonotethefollowing:(a)staffandguestseachhisown,donotcrosseachother,includingluggageandguestshaveseparateentrance.Whenguestsenterthelobby,immediatelygreetedbytheservicecenter,whenthetotaloccupancyTaiwanafterfinishingtheprocedures,thegiveal

27、iftintotheelevatorhall,taketheelevatortothelivingfloor.Theemployeesdo,fromtheemployeeentranceintothehotel,firstpunch,thesecondstepchangeclothes,thethirdstepfromtheelevatorstaffaccessbyemployeesintotheirjobs,theiremployeesandguestswillbewalking,notcollisionbehavior.Arrangementstofacilitateaccessnoton

28、lytoseparatethestaffandguests,employeesmustalsopayattentiontopeopleandobjectsseparatedchannels.Thehotelisgenerallyintheundergroundwarehouse,employeestakethingsout,deliverytobedividedintoUpperandLowerRoad,notpersonalitiesmixed,otherwiseitwillaffectthework,butalsosusceptibletoaccidents.(b)variousfunct

29、ions,allintheirplace,notawasteofspace,butalsoveryappropriatearrangements.Ahotellobby,shouldbethemostversatile.Inadditiontothemaindesk,concierge,luggagecounter,thereisthelobbybarorcafe,coffee,andatthebusinesscenter,flowershop,bookstore,giftshopnearthelobbytobearranged.Therestaurant,closedbar,restaura

30、ntstylearrangementwithsauna,swimmingpoolatdifferentfloors,notseparatedbytooclose,notarrangedinthesamefloor.Somehotelarrangementsforthedifferentfunctionsthatthesamefloor,theinteractionofdifferentflavors,seriouslyaffectedtheimageofthehotel,guestsareverysatisfied.(c)thecontinuityofthedemandfromthecusto

31、mersdistributionfunction.Severalhotelsmentionedabovehavesuchcharacteristics,suchasthegymnasiumandswimmingpoolclosearrangementwhererestaurantandclosedbars,cafescloselocalarrangements,zeroarrangementonthefirstfloorrestaurant,Chineserestaurant,styleOfficenear,multi-functionhallandmeetingroomonthesamefl

32、oor,thisarrangementneedsfullyintoaccountthecontinuityoftheguests.Somehotelsdonothavethefunctionallayouttakecareofeachother,butaccordingtothesizedistribution,resultinginafragmentationofthesamefunctionality,inconvenienceguests.HotelsinChinaisanemergingthemeofthings,butinthefaceofthehomogenizationofpro

33、ductsandservices,competitioninthehotelingeneralhascometothefore,andjusttakethelongwaytogointhefuture.Onlybyupholdingtheaccuratepositioningtheme,thethemeindepthandcontinuousdisplayoftherationalallocationofhotelfeatures,canthehotelinnovationtomove.生詞表：emerging新興；trend趨勢(shì)；pertinent相關(guān)的；elaborate精心制作的；sti

34、mulation刺激；orientation取向；facilitate促進(jìn)；occupancy入住率；connotations內(nèi)涵；deputy副的；主題酒店設(shè)計(jì)：當(dāng)酒店遇上主題霍華德斯圖茲主題酒店作為一種正在興起的酒店發(fā)展新形態(tài)，在國外已有近50年的歷史，而在我國的發(fā)展歷史不長，分布范圍目前也僅僅局限在酒店業(yè)比較發(fā)達(dá)的廣東、上海、深圳等地，有以回歸大自然、科技或懷舊為主題的酒店，都體現(xiàn)出與眾不同的經(jīng)營特色。雖然主題酒店在我國的出現(xiàn)屬于新鮮事物，但是在國際酒店業(yè)中屬于一種發(fā)展新趨勢(shì)。從國內(nèi)僅有的幾家主題酒店經(jīng)營情況來看，經(jīng)營狀況均好于其他酒店。面對(duì)前景如此光明的主題酒店，有必要對(duì)主題酒店的規(guī)劃

35、設(shè)計(jì)進(jìn)行解析，給正在發(fā)展的主題酒店提供一點(diǎn)中肯的“炮灰”。本文從引入主題、定位主題、展示主題、合理配置功能等幾部分來闡述。1.引入主題主題酒店也稱“特色酒店”，是以某一特定的主題，來體現(xiàn)酒店的建筑風(fēng)格和裝飾藝術(shù)，以及特定的文化氛圍，讓顧客獲得富有個(gè)性的文化感受，同時(shí)將服務(wù)項(xiàng)目融入主題，以個(gè)性化的服務(wù)取代一般化的服務(wù)，讓顧客獲得歡樂、知識(shí)和刺激。歷史、文化、城市、自然、神話、童話故事等都可以成為酒店借以發(fā)揮的主題。2.定位主題在做景區(qū)規(guī)劃時(shí)，首先要確定她的發(fā)展方向及定位，才能在眾多的競(jìng)爭(zhēng)者中脫穎而出，做強(qiáng)做大。同樣，主題酒店亦是如此，只不過當(dāng)其位于景區(qū)之內(nèi)時(shí)，更多的是依附于景區(qū)的主題定位，與之相

36、呼應(yīng)，為其服務(wù)。當(dāng)她位于城市區(qū)或者不僅僅依附于景區(qū)而存在時(shí)，主題酒店的準(zhǔn)確定位顯得尤為重要，所要考慮的問題也較多。杭州“夢(mèng)幻城堡”是個(gè)因主題定位不準(zhǔn)而失敗的典型案例。3.杭州“夢(mèng)幻城堡”“2003年年底，計(jì)劃耗資15億元人民幣、號(hào)稱“中國首座超五星酒店”的“夢(mèng)幻城堡”本應(yīng)從杭州蕭山區(qū)傳來開工的消息，不料卻被杭州有關(guān)方面宣布其計(jì)劃流產(chǎn)?！眽?mèng)幻城堡”原計(jì)劃是杭州2006年世界休閑博覽會(huì)的標(biāo)志性建筑，占地13萬平方米，高100多米，其投資方是著名民營企業(yè)宋城集團(tuán)。而其設(shè)計(jì)者，更是設(shè)計(jì)過世界最大酒店(米高梅大酒店)的美國著名設(shè)計(jì)師威爾登辛普遜先生。這種超豪華的設(shè)計(jì)，理應(yīng)是成功的典范，但卻以失敗而告終。

37、究其失敗的根源，不是說她沒有定位，而在于其犯了兩個(gè)定位上的致命傷。一是主題過于超前脫離市場(chǎng)定位：杭州作為休閑之都，又地處于長江三角洲的中心區(qū)域，所以定位在長江三角洲地區(qū)休閑散客和商務(wù)會(huì)議客是合理的。而“夢(mèng)幻城堡”的主題選擇卻不支持這一定位，其超五星的建設(shè)將遠(yuǎn)遠(yuǎn)超出休閑市場(chǎng)的消費(fèi)能力。二是主題過于異類脫離城市定位：杭州是個(gè)優(yōu)美而寧靜的江南水鄉(xiāng)，是個(gè)現(xiàn)代休閑城市；而“幻城堡”以“夢(mèng)幻”為主題，豪華且氣勢(shì)磅礴，與根植于生活的溫馨舒適的休閑氣氛相反，追求一種遠(yuǎn)離現(xiàn)實(shí)的體驗(yàn)。她的錯(cuò)在于沒有考慮到所在城市的形象定位和城市規(guī)劃，那么失敗也是理所當(dāng)然。4.深入展示主題抓住主題酒店定位之后，就必須考慮如何讓游客

38、領(lǐng)略到酒店的主題魅力，這就要求主題酒店進(jìn)行自我展示。一個(gè)成功的主題酒店能夠通過其主題環(huán)境與氛圍來展示主題概念，換句話說，主題環(huán)境與氛圍是主題概念的物化。既可以通過主題建筑、主題景觀等外在實(shí)物的表征來透視酒店的主題，也可以透過主題裝飾物等內(nèi)部的實(shí)物表象來展示酒店的主題。但均需精挑細(xì)選，嚴(yán)格把關(guān)，做到盡善盡美，和諧一致，才能烘托出一個(gè)惟妙惟肖的主題環(huán)境與氛圍。4.1主題建筑、主題景觀和環(huán)境協(xié)調(diào)主題建筑是主題酒店的有形展示，在顧客首次購買時(shí)起著關(guān)鍵性作用。主題建筑除了要追求獨(dú)特外，還應(yīng)該把握好和周邊地理環(huán)境的協(xié)調(diào)性，與周邊環(huán)境的協(xié)調(diào)本身也是顧客體驗(yàn)的一部分。下面介紹以自然風(fēng)光為背景的兩個(gè)主題酒店，其

39、主題建筑和主題景觀均與主題環(huán)境相符合，被證明是成功的。位于奧地利東南的布魯毛羅格納溫泉酒店的座右銘是“微妙的不同”，它帶給房客的視覺震撼力實(shí)在是“大不同”。奧地利建筑藝術(shù)家百水先生的風(fēng)格在這里發(fā)揮得淋漓盡致：一組公寓群，竟將房舍嵌進(jìn)了地下，如同一座座土撥鼠的地穴；別墅群的頂端種植著綠茸茸的草坪和灌木，甚至連窗戶里都會(huì)探出一棵棵的樹來，對(duì)建筑的認(rèn)識(shí)被徹底顛覆。游客從溫泉酒店的游泳池一路游到溫泉池，可體驗(yàn)到百水先生設(shè)計(jì)的無規(guī)則水路忽左忽右、忽上忽下的變化，眼前的景致一會(huì)兒是波斯宮殿，一會(huì)兒又變成了斑馬小屋，令你忘記人世間所有的游戲規(guī)則。當(dāng)然除了自然風(fēng)光酒店外，還有名人文化酒店、歷史文化酒店、城市特色酒店和藝術(shù)特色酒店等等。各種主題類型的酒店的不同，其所要展現(xiàn)的主題建筑與主題景觀亦不同。但主題景觀和主題建筑的和諧一致能夠?qū)χ黝}起到渲染作用，達(dá)到錦上添花的效果。4.2主題裝飾物從某種程度上講，主題酒店是主題公園與酒店的完美結(jié)合，迪斯尼主題酒店是一個(gè)很好的例子，現(xiàn)在主題酒店的一種發(fā)展模式就是依托成功的主題公園進(jìn)行經(jīng)營，深圳的威尼斯酒店就是如此。而作為內(nèi)部的實(shí)物表象，員工工服是主題氛圍的重要表現(xiàn)之