The Effects of Hotel Theme Strategy: An Examination on the Perceptions of Hotel Guests on Theme Elements

Theme hotels are a relatively new hotel type resulting from the continuous development of market segmentation trends in the lodging industry. The unique experience created by a theme hotel is the hotel's key competitive advantage and differentiator. This is the first quantitative study of theme elements to include empirical data. Using importance-performance analysis, it examines the perceived importance and performance of 10 theme-related attributes among hotel guests. The results indicate that a theme hotel's basic facilities and services are perceived as more important than its theme elements, and hotel guests are generally more satisfied with basic facilities and services than with theme elements. The findings suggest that theme culture should be further developed and enhanced in theme hotels.