Underpinning research questions:

State the overall aim (general): To find out and assess the critical factors that may affect the growth and success of themed “Romantic Hotels” in China

Objective 1: To get a clear understanding about the “Romantic Hotels” s market and operation conditions in China

Objective 2: To understand the business management related theories such as marketing strategies used in hotel operation

Objective 3: To summarize the factors such as economic factors, cultural factors, social factors and environment factors that affect the “Romantic Hotels”  operations in China

Objective 4: To find out the relationships between different factors affecting the success of “Romantic Hotels” in China

Objective 5: To provide effective suggestions for successful operations of “Romantic Hotels” s in China based on the summarized critical factors

Contents page:

Chapter 1: Introduction

This chapter mainly discusses about the background information of romantic hotels markets and operation conditions in China. Meanwhile, this chapter introduces the research objectives and rational for this study.

Chapter 2: Literature review

This chapter will mainly the theories about customer’s consumer behaviors in China hospitality industry and also analyzes the theories about the factors including, location, environment, culture, society situations and services for the operations of romantic hotels in China.

Chapter 3: Research methodology

This chapter will mainly analyze how to use the method including quantitative method such as questionnaires to collect data and how to use the software such as Excel to process the data and analyze the collected data.

Chapter 4: Findings and discussion

This chapter will mainly analyze the findings based on collected data in Chapter 3 and then conduct the discussion these findings.

Chapter 5: Recommendation and conclusion

This chapter will mainly make recommendations and conclusions on the success of “Romantic Hotels” s in China on the  basis of findings in Chapter 4.

Recognition of associate theories:

Theme hotel:

The concept of theme hotel is the result of more successful theme restaurants, which first rises in Las Vegas, Orlando, etc. In a western country, theme has more than 50 years of history, while in China has just started (Goldman, et.al, 2002). But as a result of China's hotel industry is maturing stage, the product homogeneity induces very competitive prices, coupled with the diversification of consumer demand, personalized and experience tourism development and so on, all these bring new takes to the development of China's hotel industry. In addition, overseas franchising brands of hotel industry in recent years, continuously achieve large markets in Chinese large and medium-sized cities, has brought about great challenges to the development of hotel industry in China (Lee, 2006). And the emergence of theme hotel provides a new way to solve the problem including consumer demand for personalized product homogeneity, the process of tourism experience and participate in international competition and broaden new horizons for the development of hotel industry in China (Andrawis and Atiya, 2009). As a branch of them hotel, the “Romantic Hotels”  gradually captures public’s attentions with the  development of theme hotel (Dwyer and Forsyth, 1996). The romantic hotel is around the couples’ consumption psychology and consumption behavior to provide services (Pullman and Rodgers, 2010). Giving priority to room design, decoration in a "romantic, warm, passion" style so as to advocate love living concepts and management style to attract customers. In the hotel all the details are carefully designed, fascinating (Arnett, et.al,  2002).

Hospitality:

As the main infrastructure of tourism, quantity and quality of service in hospitality is one of the important symbol of the development level of tourism industry, and hotel industry is an important part of the tourism industry (Bitran and Gilbert, 1996).

The hospitality industry is to an important source to create tourism revenue. Statistics show that both at home and abroad, the hotel industry revenues generally accounts for a large proportion of the total of tourism industry (Qing and Liu, 2013). In 2013 in China, the 9751 national three-star hotels generate total revenue of 98.316 billion RMB, an increase of 7.5% over the previous year, accounting for more than 20% of the tourism income of 488.2 billion RMB (Qing and Liu, 2013). To