THE CURRENT SITUATION AND PROBLEMS OF THE DEVELOPMENT OF DAI NATIONALITY CULTURE THEME HOTELS IN XISHUANGBANNA REGION, YUNNAN, CHINA

Abstract

The rise of minority culture-themed hotels in Yunnan Province is a new direction for the development of the hotel industry in Yunnan Province. At present, the scale of Dai Nationality (Acronyms: Dai) culture theme hotels in Xishuangbanna, Yunnan Province, varies in size and development. In this paper, we selected three five-star hotels in the Xishuangbanna area as research objects, and conducted interviews with tourists who have stayed there to understand the development status of Dai culture hotels in Yunnan Province. We discussed and summarized the problems in the development of ethnic minority hotels, particularly Dai theme hotels, which include: a lack of staff cognition of the ethnic minorities' culture; a lack of high-level experience with the cultural content; and a lack of marketing efforts in the development of this type of hotel. In order to improve the development of ethnic culture-themed hotels, the hotels should explore positive countermeasures in the design of Dai culture experience content, the improvement of marketing work, and human resources development.