摘要：随着市场经济的日益完善和感性消费时代的来临，我国旅游饭店间的竞争发展到了由饭店品牌竞争为主导的阶段。21世纪至今，我国饭店品牌在我国崛起为世界旅游大国的背景下，在良好的市场经济环境下，为满足日益迫切的需求而得到了迅速发展。伴随着迅速发展而来的盲目性，面对着进入中国的世界饭店而带来的激烈竞争，如何更好地认识饭店品牌并致力于建设饭店品牌必将成为当今我国饭店业发展的主题。

关键词：旅游饭店，品牌意识，品牌建设

Abstract: With the unceasing perfect of market economy and the approaching of perceptual consumption age, the competition between tourist hotels in our country is now developed to the stage which is dominated by hotel brand competition. Up to the present, against the backdrop of China’s rising as the world’s top tourism destination and in a good market economy environment, the hotel brands in our country have been rapidly developed to meet the increasingly urgent needs. How to better understand the hotel brands and then go in for the building of hotel brands will become the theme of the development of China’s hotel industy when facing the blindness from the rapid development and the fierce competition from the world hotel brands.

Key words: tourist hotels; brand consciousness; brand construction

　　　本文的研究意义分为两个方面。一是在理论上丰富和细化饭店研究的内容，在原有的研究领域的基础上提供新的想法及思路，拓展研究视野。二是通过对我国旅游饭店品牌意识与品牌建设的现状进行分析，更清楚地认识到我国饭店品牌的发展现状以及与世界饭店品牌的差异，并在此基础上分析利弊提出建议，进而为中国旅游饭店品牌更好地发展提供一些思路，对现实有所指导。我国饭店品牌的建设与扩张是一个任务艰巨、过程曲折、时间空间跨度较大的动态函数，以此为课题的有效研究而带来的意义将是举足轻重、不可小觑的。