On the important role of culinary aesthetics in hotel marketing

Summary

Since the reform and opening up, China's cooking technology has developed rapidly, and China's cooking has also achieved fruitful results. However, with the continuous improvement of people's living standards, not only many new requirements are put forward for cooking, but also many new changes have taken place in the catering industry itself. This requires the catering industry to improve the quality of this product and service quality. This requirement is more obvious in restaurants and restaurants. The vast number of diners are increasingly demanding food. The appearance not only affects the evaluation of the dishes, but also directly affects people's appetite and mood, which has achieved the purpose of better attracting diners and meeting their requirements. Look at China's cooking from the aesthetic point of view, and study the dishes from the overall beauty.

With the globalization of economy and internationalization of competition, marketing innovation has become the foundation for the survival and development of enterprises, and successful marketing is an effective guarantee for hotels to be invincible.

The core of hotel marketing is to meet the reasonable requirements of the guests and finally achieve the goal of making profits for the hotel. In order to retain the guests, the products must be changed, innovated and broken. Cooking aesthetics beautifies products, greatly improves the quality of hotel products, optimizes the service environment and equipment and facilities, which is pleasing to the eye, and better interprets the products and services that guests want from the overall beauty, which can arouse strong market reaction and bring rich profits to the hotel. At the same time, it promoted the development of the whole hotel industry.

Keywords: culinary aesthetics, hotel marketing

Diet is the material basis for human survival and development. As the core and foundation of China's dietary activities, China cuisine has become one of the three quintessences of China, enjoying a high reputation in the world for its wide selection of materials, numerous techniques, varied tastes and diverse tastes.

China is known as the kingdom of cooking. Cooking is a brilliant pearl in the cultural treasure house of the Chinese nation. As the best in the world, it is praised at home and abroad for its color, fragrance, taste and shape. Cooking aesthetics is also an art, which is the expressive art of using the art principles needed by cooking art to study the colors and shapes that have been used for the purpose.

1. Cooking Aesthetics

Beauty comes with human labor practice, and cooking aesthetics develops with the progress of human civilization, and constantly develops and improves with the improvement of people's requirements for cooking aesthetics. Beauty is the soul of all arts and the source of attraction and temptation for all arts. Cooking art is no exception. When studying how cooking art gives people beautiful pleasure and enjoyment, let's start with beauty.

(1) the concept of culinary aesthetics

1. In the early days of primitive society, people ate food raw, and there was no spiritual aesthetic feeling. The discovery and application of fire made an epoch-making change in human beings, and from then on, it ended the era of eating raw food and entered the civilized era of baking vegetarian food, which provided a material basis for the beautiful development of diet.

2. Then came pottery, Zhouyi? Menstruation? Ding "article records:" Write a fire with wood, cooking is also. " It means putting food ingredients in pottery, adding water and cooking with firewood. This is cooking. The invention and use of pottery made it possible for human beings to cook food. After a long period of labor, people moved to cook the sea to make salt, which is the most basic condiment. People became aware of the quality of food, the delicious taste, the color and shape of things, and injected beauty into it. Later, they had eating utensils such as bowls, pots, bowls and cups.

3. In the early days, the concept of beauty refers to the image of people dancing freely with their heads up, stretching their limbs. With the development of society, people's aesthetic consciousness has developed, and they think that everything that is beneficial to the whole society and can meet human needs is good and beautiful, and everything that is true, good, beautiful and good can be called room beauty. Cooking is production, science, culture and art. With the further development of people's pursuit of beauty, cooking aesthetics is to keep life better.

4. Cooking beauty refers to the phenomenon that cooking conforms to the law of bloodless. Cooking aesthetics is the study of cooking that embodies the law of beauty, or the study of people's aesthetic relationship with cooking. Cooking aesthetics applies the basic knowledge and techniques of cooking arts and crafts to cooking skills, and skillfully combines natural beauty and artistic beauty in cooking.

(2) Simple content of culinary aesthetics

Cooking beauty is a unique artistic beauty that integrates color, shape, taste and practicality. Dishes also have unique aesthetic value that other arts can't match. He combines the artistic techniques of painters and sculptors, and makes the dishes practical and aesthetic by means of knife work, spoon work, seasoning, cooking, platter and carving.

cooking aesthetics has two attributes, namely aesthetics and practicality. Aestheticism refers to the chef's scientific use of knife-cutting, cooking, putting together, carving and other means to configure a colorful image. People watch colorful dishes, causing delicious associations and generating appetite. Practicality refers to the chef's choice of high-quality raw materials and skillful memory to produce delicious and comfortable dishes.

The main purpose of culinary aesthetics is to stimulate appetite by appreciation, and to increase the appetite enjoyment of beauty while enjoying the artistic beauty of the eater. The five attributes of China's cooking, namely, color, aroma, taste, shape and utensils, are closely related to each other. Color and similarity belong to the category of visual art, which appears before quality and taste, and is the first to catch the eye of the eater. It can be said that color comes before shape, and shape comes before taste. Color and shape are the "instrument" and "appearance" of cooking, which belong to the performance part of art; Quality and taste are the "bones" and "flesh and blood" of cooking, and they are the entities that constitute and support these performance parts.

Eating utensils can best reflect the culinary aesthetics. That is, delicious food and beauty. In ancient China, there were splendid gold and silver wares, smooth porcelain, exquisite lacquered wood and solemn bronzes. These appliances made of different materials are very particular about the beauty of modeling and decoration.

Cooking aesthetics also includes cooking aesthetics, food aesthetics, the history of cooking aesthetics and the past, present and future of cooking aesthetics all over the world.

(3) characteristics of culinary aesthetics

1. The first characteristic of culinary aesthetics is that we should not only study the artistic modeling and color treatment of banquet dishes, but also study the cooking techniques and their relationships to achieve and ensure this artistic expression. For example, the dish "Male Cat Playing with Bamboo" should not only create a beautiful and lifelike panda with bright and lovely colors, but also study the fresh and tender raw materials, exquisite seasoning and production technology that constitute the panda. In short, all forms and contents should revolve around eating. Therefore, beautifying banquet dishes for the purpose of eating is the main feature of culinary aesthetics. In cooking practice, we should produce high-level and popular artistic images, such as dragons, phoenixes, cats, rabbits, flowers, leaves and landscapes, to infect eaters and stimulate appetite. The raw materials that make up these artistic images must be delicious, and the process of making these images must be reasonable, so that the finished products of cooking art can achieve the best edible effect. Otherwise, no matter how beautiful its shape and gorgeous its color are, it has no practical significance, because it is divorced from the main purpose and characteristics of culinary aesthetics. It is the main feature of culinary aesthetics to beautify banquet dishes for the purpose of eating.

2. The second characteristic of culinary aesthetics is that the content that constitutes the artistic modeling of cooking must be edible raw materials. Cooking aesthetics is neither like painting, which can be mixed with various colorful pigments, nor like arts and crafts, which can be chiseled with yellow mud, ivory, shells or wood at will. It must choose all kinds of delicious raw materials to create all kinds of artistic postures and pictures. All kinds of artistic images in cooking are reproduced by using ideal delicious raw materials and strict production technology and artistic treatment. For example, in the dish "Goldfish Making Lotus", a colorful and vivid image of "Goldfish" is needed, and chefs should choose various delicious raw materials suitable for making "Goldfish", such as chicken breast, lean fish and shrimp. Then, chop these raw materials into fine paste, and then add light raw materials such as egg white and fish belly slices to reduce the proportion of "goldfish" in case the dishes float on the water after being cooked. At the same time, ginger juice, refined salt, monosodium glutamate and cooking wine should be added to ensure the delicious taste of "goldfish". Finally, put it in a cage and steam it for 9% and a half, so as to ensure that the texture of the "goldfish" is smooth and tender, and then put it in hot soup to get together with the lotus, forming a perfect soup art dish-"Goldfish makes lotus".

3. The third characteristic of culinary aesthetics is the rigorous and generalized modelling technique. The artistic modeling of food mostly adopts fresh and tender animal and plant raw materials. In order to ensure the quality and hygiene, we should make full use of sterilized tools and molds for treatment and minimize hand contact. In the production, the chef is required to have a strict concept of body shape and skillful expression techniques, and strive to make it quick and concise. For example, a "pavilion" needs to be shaped in dishes, and the color should be golden to show the glazed tile color on the top of the pavilion. At this time, steamed cake is an ideal raw material for carving pavilion. If you hold the steamed cake in your hand, you will repeatedly carve out the corrugated ceiling, hanging bell and embossed dragon and phoenix, which will inevitably pollute the steamed cake and affect the appetite of the eater. Therefore, only when the chef has a mature concept of "pavilion" in his mind can he make a number of knives accurately, and at the same time, he must have skilled shaping ability and carving skills. Chefs can first practice a knife technique on cheap potatoes and radishes, and then carve on edible raw materials. It is necessary to make full use of sterilized molds and tools to reduce operating procedures. For example, use a circular die knife to carve out the large shape of the pavilion, then use a right-angle three-leng knife to repair the eaves, and then use a three-leng knife to pick out the corrugated. In this way, not only the main appearance of the pavilion is carved, but also unnecessary details are left out, which reduces the touch, ensures the cleanliness and hygiene of the dishes, makes the carved pavilion concise and vivid, looks golden and towering from a distance, and has achieved the artistic effect of expressing meaning with form and replacing shape with meaning.

It is the main task and obvious feature of culinary aesthetics to mold and express artistic forms and colors with edible raw materials and endow them with delicacy.

Cooking aesthetics also pays attention to the combination of natural beauty and artistic beauty, the harmony and unity of form beauty and texture beauty, and the organic blending of entity beauty and artistic conception beauty. Delicious taste is the theme of beautiful texture and the core of cooking art. Taste aesthetics is the most common aesthetic activity of human beings. Environmental beauty is an important condition for a good meal, and it can also be accompanied by corresponding music.

(4) the significance of culinary aesthetics

The nature and characteristics of cooking and cooking specialty decide to study culinary aesthetics. From the nature of the hotel, it is also required to understand the law of beauty and master the basic knowledge of culinary aesthetics, because the hotel is a boutique industry that creates and sells culinary beauty. Learning cooking aesthetics has the following important significance.

1. Learning cooking aesthetics can better carry forward China's food culture tradition. China is an ancient civilization with a history of 5, years. China's cooking culture is a precious heritage of national culture and the crystallization of Chen Guohe's wisdom, which people of all ethnic groups have worked hard for thousands of years. China's culinary art, which enjoys a good reputation all over the country, has scientifically summarized the achievements and knowledge of many related disciplines, and has increasingly developed into an increasingly sophisticated comprehensive use art. In the book Cooking, there is a national aesthetic psychology and taste. Therefore, learning cooking techniques is nothing but the promotion, inheritance and development of Chinese traditional cooking culture.

2. Learning cooking aesthetics is the need to adapt to the general trend of cooking skills development under the situation of reform and opening up. With the continuous development of China's modernization drive and the in-depth implementation of the reform and opening-up policy, there are abundant commodities in the market, people's living conditions have improved, and the satisfaction of people's needs has also greatly improved, and life has developed from subsistence to well-off life. People need to use modern nutrition and health science knowledge to cook delicious food more and more, and pay more attention to the exquisite technology of color TV. Nothing is the artistic activity of plum blossom life, which is the pursuit of artistic enjoyment and spiritual pleasure. In modern life, interpersonal communication is more and more frequent, and it is indispensable for cooking aesthetics to modulate people's daily life and increase family fun. It is often necessary to rely on cooking aesthetics and learn cooking aesthetics to meet the needs of the general trend of cooking technology development.

3. Learning cooking aesthetics can increase people's cooking aesthetic ability and firm ability, and improve their aesthetic taste and spiritual quality. Delicious food is a concrete image, with a distinct art of use. Diet and cooking are full of strong life interest and flavor. Learning cooking aesthetics can cultivate people's aesthetic appreciation and good coefficient cultivation. In aesthetic enjoyment, the soul is cultivated, artistic accomplishment is improved, and learning cooking aesthetics can know that people participate in cooking time activities and constantly cultivate their aesthetic expression and creativity. The aesthetic taste of beauty

will inevitably develop into a passion for cooking, a desire and pursuit of cooking professional knowledge and skills, and an active participation in cooking time and artistic activities of wearing styles. This kind of work of wearing styles and cooking art can not only help soldiers to cook beautifully, but also reflect people's aesthetic orientation and psychology, so as to cultivate people's expressive force and spread beauty, which can improve the aesthetic feeling of restaurant dishes, improve their own value, create higher profits for hotels and achieve the purpose of promoting hotel marketing.

culinary aesthetics is an important symbol to measure a chef's technical level, which has a great relationship with the chef's business progress. It can guide and help people to establish correct and aesthetic concepts and improve aesthetic taste.

4. Mastering culinary aesthetics is an important way to improve the value of dishes. Superb cooking techniques and first-class artistic modeling are important ways to improve the value of dishes. Only the delicacies with vivid shapes and delicious colors can attract diners with their interesting artistic style and meet the requirements of diners to the maximum extent.

finally achieve the purpose of selling the products in hotel marketing. That is to say, learning cooking aesthetics can promote the marketing of hotels, and cooking aesthetics plays an important role in marketing.

ii. hotel marketing

(I) the concept of hotel marketing

hotel marketing is a combination of the sale of hotel products and the activities carried out before and after the guests to create satisfied guests.

Hotel marketing is not business sales, it has such a function: it is responsible for understanding and investigating the reasonable needs and consumption desires of guests and determining the target market of the hotel. And design, combine and create appropriate hotel products to meet the needs of this market. Simply speaking, hotel marketing is a series of business and sales activities to meet the reasonable requirements of customers and make the whole hotel profitable. The core of marketing is to meet the reasonable requirements of guests, and the ultimate goal is to make profits for the hotel.

With the development of China's hotel industry, hotel marketing awareness has been developed in China's hotel industry: successful marketing is an effective guarantee for hotels to be invincible in the fierce market competition.

Hotel marketing department often represents customers' requirements and interests, and customers' requirements are sometimes very critical, which may affect the normal working procedures of other business departments. The marketing department should do a good job of coordination between customers and business departments. The function of marketing lies in the supply-demand relationship between * * and the hotel's customers, so as to obtain the best economic benefits of the hotel. Therefore, hotel marketing is the core of hotel management.

(II) The emergence and evolution of modern hotels

The first stage of hotel marketing development: from the middle of the 19th century to the end of the 19th century, this is the stage when customer sales orientation was put forward.

due to the economic development, the movement of capital promotes the migration of population between regions, and the migration caused by this capital movement requires fixed accommodation facilities and perfect services, which are difficult for traditional inns to meet, so luxury hotels have emerged, which is rich.