| Summary: | 碩士 === 國立東華大學 === 觀光暨休閒遊憩學系 === 103 === With the transformation in the economic circumstances, customers’ value identity towards commodities in hotels is also changing. During the recent years, domestic tourist hotels have been making a large amount of investment on creating environmental atmosphere. In addition, “the museumification of commercial spaces” has been a trend, which becomes the competitive strategy of hotel management under business operation thinking. In view of the fact that hotel’s profits are based on the satisfaction of customers’ needs. Therefore, in a time of the Experience Economy, it has come to be an important source of business opportunities to create customers’ experiential value and satisfy their aesthetic needs. How to create predominance and increase competitiveness to meet customers’ ever-increasing needs is currently an essential topic for hoteliers’ sustainable operations. However, there is little research studying issues related to the museumification of hotels in Taiwan. This study aims to explore such phenomenon about museumification of hotels through relevant literatures and the empirical evidences from Grand Hi-Lai Hotel in Kaohsiung, Taiwan. Data are collected through in-depth interviews with the hotel managers and focus groups interviews with hotel customers. This research uses the thematic analysis method to analyze data collected. According to the findings, it is concluded that the museumification of hotels bears the functions of building brand characteristic, increasing commercial value, exerting marketing creativity and creating added-value, etc. To the consumers, those hotels not only satisfy their functional demands, but also their inner demands of higher levels. The hotel’s aesthetic value is the result of interactions between operators and consumers. Therefore, through the brand identity, the hotels link with customers; through the unique products or services, the hotels satisfy the curiosity of customers; the hotels meet the customers’ demands for dignity and honor by specialized services; the customers demonstrate their own taste and self-value through the atmosphere of themed environment created by hotels; through providing advanced facilities, the hotels bring the comfort of modern life to its customers; the accessibility and convenience of the hotel location free customers from the pressure of consumption; the continuous innovation of the menu satisfies the customers’ desires for trying something new. The museumification of hotel space is not the only way to design cultural and artistic atmosphere in service environment. Each hotel should utilize the concept of themed design to create the unique atmosphere based on its own geographical conditions, local culture and recourses available.
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