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

Philipp Wassler, Xiang Li, Kam Hung

Research output: Journal article publicationJournal articleAcademic researchpeer-review

13 Citations (Scopus)


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.
Original languageEnglish
Pages (from-to)712-729
Number of pages18
JournalJournal of Travel and Tourism Marketing
Issue number6
Publication statusPublished - 1 Jan 2015


  • China
  • experience economy
  • hotel
  • marketing
  • Theming

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management
  • Marketing


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