《Routledge酒店連鎖管理手冊》評介

劉趙平

（新加坡理工大學(xué) 新加坡 138683）

對于專業(yè)書籍，我根據(jù)喜歡程度把它們分為4類：第一類書籍是值得自己花錢買來閱讀并長期收藏的。比如1994年出版的、何建民所著的《現(xiàn)代賓館管理原理與實(shí)務(wù)》，它是我在南開大學(xué)旅游系讀研究生時(shí)和同學(xué)們一致認(rèn)為當(dāng)時(shí)最好的中文酒店管理教材。再如，由康奈爾酒店管理學(xué)院的哈里森（Jeffrey S Harrison）和恩茲（Cathy A Enz）合著、由秦宇2007年組織翻譯為中文的《旅游接待業(yè)戰(zhàn)略管理：概念與案例》（

Hospitality Strategic Management

：

Concepts and Cases

），我在2012—2017年的6年中，一直用它作為香港理工大學(xué)酒店及旅游業(yè)管理學(xué)院與浙江大學(xué)旅游學(xué)院合辦的雙語碩士班“接待業(yè)戰(zhàn)略管理”課的教材。它的基礎(chǔ)理論框架部分簡潔清晰，雖然已經(jīng)出版10年了，仍不過時(shí)。第二類書是我會想方設(shè)法通過各種渠道借來閱讀的。對這類書，我雖舍不得自費(fèi)購買，但會向?qū)W校圖書館推薦購買。在教學(xué)研究中需要短期用到的、有一定參考價(jià)值的英文原版書，多屬于這一類。第三類是根據(jù)書評或摘要來作出簡單判斷，能借到就看，借不到就算的。最后一類是覺得不值得在上面花任何時(shí)間的書。這本《Routledge酒店連鎖管理手冊》（以下簡稱《手冊》），在我的分類體系中屬于第二類。

這是一本手冊類的書。我認(rèn)為一本質(zhì)量高的手冊類書應(yīng)該是這樣的：它能提供有關(guān)某個主題的定義、分類、適用理論等基礎(chǔ)知識，并勾畫出相關(guān)研究的整體框架，包括構(gòu)成版塊、每個版塊下的子課題及其相互關(guān)系；每個章節(jié)的具體內(nèi)容都包含全面系統(tǒng)的歷史文獻(xiàn)綜述和有啟發(fā)性、指導(dǎo)性的未來研究方向指南；對每個題目從理論角度深入挖掘，且文字上通俗易懂。換句話說，手冊類書應(yīng)該是一本指導(dǎo)專題學(xué)術(shù)研究的入門類讀物，是適合本科高年級學(xué)生、碩士研究生或者跨界的博士研究生在論文選題時(shí)使用的重要參考文獻(xiàn)，其多數(shù)章節(jié)也可以用作研究生課程的專題閱讀材料。之前我曾很認(rèn)真地讀過3本手冊：《Blackwell戰(zhàn)略管理手冊》《Oxford創(chuàng)新管理手冊》和《Blackwell創(chuàng)業(yè)學(xué)手冊》，這3本書都基本符合以上特點(diǎn)。

這本《Routledge酒店連鎖管理手冊》具有以下幾個優(yōu)點(diǎn)：

第一，涉及的話題廣泛、內(nèi)容豐富。這本書分為酒店連鎖的理論問題、酒店連鎖的擴(kuò)張、酒店連鎖的戰(zhàn)略與經(jīng)營管理、單體酒店視角的相關(guān)問題、酒店連鎖管理當(dāng)前問題和未來展望等五大部分，共46章。讀者從這本書中幾乎可以找到關(guān)于酒店連鎖管理方面的所有話題。

以《手冊》中酒店連鎖的戰(zhàn)略與經(jīng)營管理部分為例，其14章分別涉及酒店連鎖的品牌管理、顧客體驗(yàn)管理、分銷系統(tǒng)管理、定價(jià)策略及收益管理、服務(wù)質(zhì)量管理、人力資源管理、信息系統(tǒng)管理、連鎖經(jīng)營的法律問題等內(nèi)容。

第二，它從不同的角度探索性地討論了有關(guān)酒店連鎖經(jīng)營的理論問題。例如，第1章是關(guān)于酒店連鎖的定義。作者通過回顧以往具有代表性的幾個定義，總結(jié)出這些定義中有關(guān)酒店連鎖的共同特征，并以此為基礎(chǔ)給出了自己關(guān)于酒店連鎖的定義?！妒謨浴分羞@個定義特別強(qiáng)調(diào)了“辨識度高的品牌”和“具有共同特征的產(chǎn)品”這兩個核心要素，并特別指出，由同一家公司管理但使用不同品牌的酒店，屬于同一業(yè)主但在產(chǎn)品、市場定位和目標(biāo)客戶等方面存在差異且使用不同品牌的酒店，都不屬于酒店連鎖的范疇。

再如，第3章對酒店業(yè)發(fā)展歷史的回顧部分中把酒店業(yè)發(fā)展史劃分為3個重要階段，而以希爾頓酒店集團(tuán)和假日酒店集團(tuán)為代表的酒店連鎖化經(jīng)營，是第二階段的一個典型特征。書中還重點(diǎn)強(qiáng)調(diào)了企業(yè)家在酒店業(yè)發(fā)展過程中的特殊作用，并介紹了Conrad Hilton、Cesar Ritz、William Waldorf Astor、John Jacob Astor IV、Kemmons Wilson、J Willard Marriott、Ernest Henderson、Robert Moore、Ray Schultz等一批西方酒店業(yè)發(fā)展史上的傳奇人物。

這段內(nèi)容很容易讓我們聯(lián)想到1991年出版的《世界旅館?旅館世界》和2001年出版的《世界著名飯店集團(tuán)管理精要》兩本書。張廣瑞撰寫的《世界旅館?旅館世界》一書，是當(dāng)年在國內(nèi)旅游和酒店管理專業(yè)學(xué)生中最流行的啟蒙讀物，很多酒店行業(yè)的高管都回憶過這本書對他們選擇學(xué)習(xí)酒店管理專業(yè)和從事酒店管理工作所產(chǎn)生的巨大影響。事過多年，我依然清晰地記得第一次讀到這本書時(shí)，對書中描寫的各大國際酒店集團(tuán)的向往和對酒店業(yè)幾位傳奇人物的崇拜之情。谷慧敏教授帶領(lǐng)北京第二外國語學(xué)院的一批青年骨干教師撰著的《世界著名飯店集團(tuán)管理精要》一書，提供了更新后的國內(nèi)外18家著名飯店集團(tuán)的管理案例資料，并增加了對飯店集團(tuán)化趨勢的探討和預(yù)測以及對中國飯店集團(tuán)的跨世紀(jì)發(fā)展的回顧與展望，影響了新一批的酒店管理專業(yè)的學(xué)生。

《手冊》理論部分的其他章節(jié)還從經(jīng)濟(jì)收益和市場營銷的角度強(qiáng)調(diào)了品牌對酒店連鎖經(jīng)營的重要作用和價(jià)值，總結(jié)了酒店連鎖的戰(zhàn)略環(huán)境和有關(guān)酒店連鎖經(jīng)營的理論模型，并分析了酒店連鎖集團(tuán)對目的地經(jīng)濟(jì)和社會文化的影響。這些內(nèi)容為后面的部分章節(jié)提供了基本的理論支撐。

第三，對于個別主題的研究非常深入?！妒謨浴返牡诙糠钟昧?章的篇幅對有關(guān)酒店連鎖擴(kuò)張的話題進(jìn)行深入挖掘，內(nèi)容分別涉及酒店連鎖的國際化擴(kuò)張、區(qū)位選擇、擴(kuò)張模式等。其中對擴(kuò)張模式的主題研究尤其透徹，有關(guān)對外直接投資、管理合同、特許經(jīng)營、營銷聯(lián)盟等幾種擴(kuò)張模式，都分別用獨(dú)立的一章來討論。其中第11章中關(guān)于指導(dǎo)擴(kuò)張模式選擇的交易成本理論和代理理論的分析、第12章中關(guān)于不同特許經(jīng)營模式的比較、第13章中有關(guān)管理合同談判要點(diǎn)的列舉與解釋、第14章中對營銷聯(lián)盟模式的利弊分析等內(nèi)容，都值得我們認(rèn)真閱讀、深入學(xué)習(xí)。

第四，這本書的一些章節(jié)非常有新意，抓住了當(dāng)前的部分熱點(diǎn)問題。如第38章是關(guān)于酒店連鎖集團(tuán)和高等教育機(jī)構(gòu)之間相互關(guān)系的主題。常見的高校和酒店連鎖集團(tuán)之間的合作形式包括酒店接受高校學(xué)生實(shí)習(xí)、赴高校開展校園招聘、設(shè)立獎學(xué)金、資助學(xué)校成立酒店管理學(xué)院、送員工去高校進(jìn)修培訓(xùn)或使用高校提供的網(wǎng)絡(luò)課程等。雙方的友好合作可以促進(jìn)高水平酒店管理人才的培養(yǎng)并推動形成共贏的局面：和高校維持良好關(guān)系的酒店集團(tuán)可以較便利地招聘到高質(zhì)量的員工，而酒店管理院校則可以通過和酒店連鎖集團(tuán)的合作給學(xué)生提供更多的就業(yè)機(jī)會，進(jìn)而提升學(xué)校和專業(yè)的排名。

再如第45章，重點(diǎn)討論了酒店行業(yè)如何應(yīng)對新興的商務(wù)休閑游（Bleisure）市場。商務(wù)休閑游，指商務(wù)旅游（business trips）和休閑旅游（leisure trips）相結(jié)合的新的旅游方式。隨著可支配收入高、休閑時(shí)間短、出行頻繁的千禧一代逐步成為旅游消費(fèi)市場的主體，在商務(wù)旅行過程中同時(shí)加入短期的家庭度假漸漸成為一種消費(fèi)時(shí)尚。這章內(nèi)容重點(diǎn)討論了“Bleisure”一族的消費(fèi)特點(diǎn)，并列舉出酒店業(yè)中較早關(guān)注這一市場的一些品牌。如提倡“Work hard，play hard”的雅高集團(tuán)鉑爾曼（Pullman）品牌；推出“提醒關(guān)機(jī)服務(wù)”（shut down calls）的詹姆斯酒店（James Hotel，位于美國芝加哥）鼓勵商務(wù)客人從傍晚起關(guān)掉手機(jī)和電腦進(jìn)入休閑狀態(tài)；還有Q酒店（Qhotel），它允許商務(wù)出差人士帶配偶和小孩共享其房間而不額外收費(fèi)等。

第五，《手冊》的其中兩位主編來自保加利亞的一所大學(xué)，且此書的多數(shù)作者來自歐洲大陸非英語母語的國家，如匈牙利、意大利、土耳其、葡萄牙、瑞士、波蘭、西班牙、荷蘭、瑞典、奧地利等。以往我們接觸的酒店管理類書籍，作者多來自以英語為母語的國家和地區(qū)（如美國、英國、加拿大、澳大利亞等），而這本《手冊》為讀者提供了非常規(guī)的新視角。

然而，這本書內(nèi)容有46章之多，且由來自五大洲18個國家的68名學(xué)者共同完成，因?yàn)樯婕霸掝}較廣、參與編寫的人數(shù)較多，因此也存在一些缺點(diǎn)。

首先，選題和結(jié)構(gòu)不夠簡潔、稍顯雜亂。例如，基于單體酒店視角的第四部分似乎可以取消，其中的5章內(nèi)容可以并入其他部分。第34章有關(guān)單體酒店如何選擇連鎖品牌的內(nèi)容，可以和第二部分的第17章中連鎖集團(tuán)如何選取單體酒店的內(nèi)容放在一起，以方便讀者對照閱讀?！妒謨浴返谝徊糠种械牡?、第8兩章討論了連鎖酒店對目的地經(jīng)濟(jì)社會文化的影響，但在內(nèi)容上，和以往看到的這方面研究內(nèi)容類似，并沒有太多的新意。第二部分中有關(guān)酒店連鎖的不同擴(kuò)張模式部分，分別由來自北美洲、大洋洲、歐洲和南美洲等地的不同作者完成，各占一章，自成體系，雖涉及同一話題，但相互之間少了對話和呼應(yīng)。另外這部分的每一章中都有關(guān)于影響擴(kuò)張模式選擇的經(jīng)濟(jì)、社會、文化和環(huán)境要素的內(nèi)容，難免重復(fù)。

其次，這本書嘗試建立酒店連鎖管理理論體系的目標(biāo)沒能完全實(shí)現(xiàn)。上文提到，本書對酒店連鎖經(jīng)營作了明確而特別的定義（就是專指品牌層面的連鎖經(jīng)營，而非針對多品牌的酒店集團(tuán)），并嘗試以此為基礎(chǔ)來構(gòu)建理論框架。但后面各章的作者并未完全采納第1章中主編所給出的定義，導(dǎo)致前后內(nèi)容不完全統(tǒng)一。另外，第一部分中理論章節(jié)的內(nèi)容幾乎完全適用于其他類型的連鎖經(jīng)營企業(yè)，并沒有總結(jié)出酒店連鎖經(jīng)營的特別之處。再有，作為一本《手冊》，這本書對過去和現(xiàn)狀的總結(jié)部分較強(qiáng)，但對未來研究的指導(dǎo)部分較弱。

最后，從立意、內(nèi)容和文字等方面看，各章節(jié)水平參差不齊，有個別章節(jié)甚至較差。如：第10章有關(guān)連鎖酒店國際化擴(kuò)張的目的地選擇的主題研究，選用的葡萄牙案例不具有典型性和代表性，因?yàn)槿?00家最大的酒店連鎖品牌中只有22家進(jìn)入了這個國家?！妒謨浴分杏幸徽聝?nèi)容用的是十多年前的數(shù)據(jù)，而在另外一章，作者幾乎把一家咨詢公司幾年前公開發(fā)布的報(bào)告簡單地照搬到書里。

總的來說，作為一本指導(dǎo)酒店連鎖管理專題研究的入門讀物，這本《手冊》還是合格的，推薦大家閱讀。

P The Road to Prosperity：Tourism Informal Employment of The Tibetan―Research on the Employment Situation of the Tibetan Surrounding Qinghai Lake

GUO Wei / HUANG Weidong / KOU Min / LIAO Shufeng

（School of Tourism & Geography Science, Qindao University, Qingdao 266071, China）

Abstract：

The Chinese government pays much more attention all the time to the development of the province of Tibet and Qinghai, trying to increase the native’s income. In order to achieve this target, the central government must appropriate great financial subsidies each year to the local government of Tibet and Qinghai. So this development way is unsustainable. The suitable way to solve the problem is to increase the employment of Tibetans. The traditional paid – wage employment is not fit for Tibetans because of its characteristics of geographical environment and economical conditions and way of life and educational level. The paper aims to find a new answer to the present questions. First, the paper uses the official data to estimate the number of informal employment and tourism informal employment of Tibetans in Qinghai, pointing out the features of informal employment of tourism. On this basis,the paper takes advantage of the investigation to the Tibetans around Qinghai Lake,describing the categories, features and general principle of informal employment of tourism of Tibetans. The paper puts forward three hypotheses: firstly, tourism informal employment of Tibetans is fit for the economic conditions, geographical environment of Qinghai, Tibetan education level, cultural tradition and way of life. Secondly,tourism informal employment is the effective way to increase Tibetan income.Thirdly, informal employment can be much more easily developed in tourism industry in Qinghai at low costs. In the end, the paper gives some policy suggestions in detail which can do great help to the local government.

Keywords：

Tibetans; tourism; informal employment

P51 Study on Cruise Lines’ Environmental Behavior and Differences Based on FoEI Credit Rating

SUN Ruihong/ YE Xinliang/ XU Hong/ FENG Yu

（1. School of Management, Shanghai University of Engineering Science, Shanghai 201620,China; 2. Shanghai Wusongkou Cruise Terminal Development Co. Ltd, Shanghai 201999,China; 3. College of Tourism and Service Management, Nankai University, Tianjin 300350,China; 4.School of Tourism, University of Adelaide, Adeliaide SA5000, Australia）

Abstract：

Cruise ships have generated lots of waste during their ocean sailing and daily operations and caused environmental pollutions, which will continue accumulating and increasing due to their long time operations in specifi c areas. Out of the external pressure and their own social responsibility, cruise lines have already adopted positive environmental behavior to reduce cruise pollution and impacts. In order to encourage and urge cruise lines to improve their operation, environmental behavior credit rating has been introduced into environmental management as an effective tool, in which the cruise environmental credit assessment carried out by international organizations "Friends of the Earth"( FoEI ) is of international influence. This article selectes the data of cruise environmental behavior credit rating from 2011-2016 Cruise Ship Report Card released and published by FoEI, analyzes cruise company's environmental performance, and finds that the environmental behavior of different cruise companies and typical cruise line’s environmental behavior in different regions were of great differences. The article notes the differences in business goals of cruise lines and the pursuit of shareholder value leads to differences in their environmental behavior, and differences in laws and regulations, ecological environment and economic development among countries and regions through which cruise ships sail has led to various environmental behavior of cruise ships in regional different regions. Finally, the paper suggestes that cruise lines should adapt themselves to improving their environment behavior and keep their efforts continuously and more consistently on the global scale. At the same time external forces such as the government's policy incentives, the broad participation of social organizations, the public's responsible consumption and fair commentary, will create a favorable atmosphere for cruise lines to improve their own environmental behavior and promote each other so as to establish a social governance structure geared towards environmental optimization.

Keywords：

business environmental behavior; environmental behavior credit rating; behavioral difference; cruise line

P65 China Outbound Tourism Research: A Literature Review

LIU Xiangyan/ JIANG Yiyi/ LYU Xingyang

（1. China Tourism Academy, Beijing 100005, China; 2. School of Business Administration,Southwestern University of Finance and Economics, Chengdu 611130, China）

Abstract：

The rapid development of China outbound tourism has attractedacademic attention in recent years. This article concludes the main streams of academic researcheson China outbound tourism. In the pool of academic articles published from 1994 to 2013,118 sample articles were eventually picked outaccording to their representativeness in research content. Altogether, these literatures are categorized into four research areas:China outbound tourism development overview, China outbound tourism market, China outbound travel industry, and government regulations & policy tendencies. Following this classification, articles in each area are studied respectively in detail, and then the main contents and under-studied issues are summarized. At last, theimplicationsfor future research are also put forward. Hopefully, it will shed some light to the related studies on China outbound tourism. As to the future studies, market studies will continue to be the largest branch. Since the government will maintain its important role in the development of China outbound tourism, studies on government regulations and policy tendencies will grow with the administrative practice. However, the development overview will be given less academic attention. The industry and enterprise studies are unlikely to thrive for its theoretical indistinctiveness.In general, the future research tends to be more specic through multidisciplinary approaches.

Keywords：

China outbound tourism; literature review; research discussions

P80 Retrospect and Prospect of the Research on Golden Week Holiday Tourism in China

Yang Man/ LIU Zehua/ Zhang Yu/ Zheng Yi/ Zhang Jinhe

（1. School of Geography & Ocean Science; 2. Human Geography Research Center,Nanjing University, Nanjing 210023, China）

Abstract：

In the past 15 years, Chinese scholars have made abundant achievements in the research of golden week holiday tourism. This study screened 1921 articles retrieved from CNKI and chose 61 high-level papers as research samples. Adopted bibliometric method, statistically analyzed the source of literature journals, research topics, annual trends,research methods, case studies and research contents, it was found that Chinese scholars’achievements in the research of golden week holiday tourism were mainly published on three kinds of periodicals: tourism, university journals and geography. “Tourism Tribune”,as an authority of China's tourism research journal, also paid the most attention on this field.Scholars mainly focused on three research fields: the sustainable development of holiday tourism, the influence of holiday system on tourism system, holiday tourism market and tourism flow research. The researches on sustainable development of golden week holiday tourism have had a decreasing trend and the influence of holiday system on tourism system,holiday tourism market and tourism flow researches have gradually increased in recent years. On the research methods, qualitative research papers inclined to reduce gradually while quantitative research papers increased gradually. Some of the qualitative research papers adopted normative analysis by establishing correlation index or theoretical model.In quantitative research, the main ways to collect data were the official channels and the questionnaire survey, and the Internet and the stock market also became the data source;the main analysis methods were index analysis, mathematical statistics analysis and model building. From the aspect of spatial scale, the case of empirical research was given priority to cities and scenic spots, followed by the national, provincial scale or multi-city regional scale;and the research emphasis also differed with different spatial scales. Overall, the results of this study can objectively reflect the current state of the research achievements of China’s golden week holiday tourism and has certain enlightening significance to such studies in China. In the future, it can be further explored from the following contents and points of view: the system design and improvement of holiday system; golden week holiday tourism research from the social, cultural and environmental aspects; strengthen the various types and all levels of tourism destination research; strengthen the research on the characteristics and prediction of holiday tourism flow; the research on outbound tourism flow in holiday,etc.

Keywords：

golden week; holiday tourism; review; enlightenment