3. Misunderstandings and problems existing in holding food festivals in domestic high-star hotels. The development of catering industry is doomed to the trend of taking the initiative to attack and study. However, this road is not smooth, and there are still misunderstandings and problems. (1) Misunderstandings in holding food festivals in domestic high-star hotels 1. There is often a habit of blindly following the trend in catering business. When other operators see new tricks and good returns, they will follow suit and imitate them. However, each catering feature has its own customer layer, and each catering enterprise also has its own unique actual situation and different cultures. The geographical location of the hotel, the surrounding customers, different star grades, different facilities and equipment, and different staff qualities have different application results. The kind of enterprise that regards other people's panacea as its own panacea can only make itself more riddled with diseases in the end, but it brings complications. This shows a problem, not all food festivals can be set to their own hotels. According to its own characteristics, we should foster strengths and avoid weaknesses, and find feasible solutions through market research. Neither blindly follow the trend, nor ignore detachment. The key is to have its own solid and feasible management policy to cooperate with the changes of the times, please consumers and obtain good economic benefits. Therefore, before holding a food festival, we must analyze our own characteristics according to our actual situation and carefully choose what form and theme to hold a food festival. 2. Ignoring pre-marketing hotels and restaurants generally have a certain reputation and status in society. Because of this, operators often fall into a vicious circle of feeling good about themselves. Although the operating income of the restaurant is not the main aspect of the income of the whole hotel, its importance cannot be ignored. An enterprise "everything is fake except profit". Since the enterprise pursues profit maximization, the role of marketing can not be ignored. However, many hotels in China really can't do the marketing of restaurants, because most enterprises just stay in the original marketing and internal marketing, only pay attention to themselves, ignore the external demand and deviate from the development of society. Moreover, most hotels only follow the market and do not dominate the market. We all know that only by dominating the market can we win the market. Therefore, "marketing is the driving force for the survival and development of enterprises and can bring influence to enterprises". Internally, train employees in advance to let them know the theme, cultural background and characteristics of the food festival; Communicate with the hotel marketing in advance, and let them do a good job of publicity for this food festival in advance. Externally, advertisements are put out, brochures are placed in conspicuous places in restaurants, news about food festivals are published in the morning and evening newspapers of the city in advance, and sometimes discount coupons can be attached to the magazines to inform guests that they can enjoy certain discounts when they bring coupons to eat to stimulate consumption and attract tourists. Marketing is a habit that every employee in the hotel should develop. Therefore, only by entering the state of preparation in advance can we win the battle and improve our ability to cope with the crisis. 3. Being divorced from reality The so-called being divorced from reality means that when hotels hold various food festivals, they ignore their own characteristics, ignore their own corporate culture, and fail to grasp the market trend. Therefore, accurate market positioning is particularly important for hotels to hold what kind of food festivals. For example, when Jinchengyuan Restaurant held the "Xinjiang Food Festival", it ignored the positioning of the market, did not do a good job in marketing, and did not correctly analyze the taste grade of the guests who came to the restaurant. The raw materials of "Xinjiang Food Festival" are inseparable from beef and mutton, especially mutton, but the smell of mutton can't be dispersed for a long time after eating, and it will leave a breath. Therefore, whenever customers want to promote it, they refuse to taste it. Obviously, this food promotion ended in failure. Not only was it unprofitable, but it also wasted a lot of manpower and material resources. The raw materials that came in in in large quantities were hard to be consumed in other dishes or other restaurants. It's really worth a good reflection in the restaurant. Therefore, before the food festival is launched in the hotel restaurant, we must comprehensively measure whether it conforms to the grade of the restaurant, whether it reflects the identity and grade of the guests who come to the restaurant for dinner, and whether it may be unfavorable in sales. Not only the good aspects should be analyzed, but also the bad aspects should be taken into account. Only by covering all aspects can we not cause losses. 4. Excessive pursuit of profit is the business goal of every enterprise, and the purpose of every hotel is to make money, so every decision of the hotel is to improve economic efficiency. But sometimes while pursuing profits, we lose our image and customers at the same time. Because when many hotels hold food festivals, they will deliberately raise the price of dishes by unique characteristics, but the price of dishes is acceptable to the guests as long as it is within a certain range, but once it exceeds the highest value of their psychological price, it will be counterproductive and scare away the guests. Therefore, we must follow the menu pricing principle when pricing the dishes launched by the food festival, focusing on cost, demand and competition, taking into account the maximization of profits, and also considering whether it is within the acceptable range of guests. Never set a high-star price just because you are a high-star hotel. And sometimes we can use preferential policies appropriately to attract and stabilize tourists. (2) Problems existing in holding food festivals in domestic high-star hotels 1. Lack of new ideas and more expensive prices. The fatal failure of most domestic hotels in holding food festivals is blindly following the trend. I always do what others do. Therefore, creativity must be inferior, so the market share will be reduced. While following the trend, of course, the price has also soared. Therefore, you can't plan a food festival on a whim. When you see other hotels booming, you will envy them blindly. In this way, the food festival failed half before it started. There must be a careful plan to hold a food festival. Why is it held, the timing is right, what is its own situation at this stage, what kind of results and problems will there be after it is held, etc., all of which should be discussed repeatedly by senior officials to determine whether it is necessary and capable to hold it. At the same time, we must also achieve that people have no me, people have my superiority, and people are superior to me. In the formulation of prices, we should also meet the market demand and take into account the prices of competitors, either at a loss or lower than or equal to those of competitors. Therefore, after understanding the market situation and conducting extensive market research, we should choose the right time and price to meet the needs of mass consumers. 2. The theme is not clear from time to time. In order to make the public feel that our hotel is always innovative, the hotel will hold food activities from time to time. However, this kind of hasty holding of activities will easily lead to incomplete planning, unclear theme and inadequate preparation, which will naturally lead to many problems when holding activities. The person in charge of a high-star hotel said that "profit is not the main purpose of the food festival", so the hotel is not "losing money to earn money" by holding the food festival. Therefore, food festivals with unclear themes often occur in hotels. Just like Jinchengyuan Restaurant, it held a food promotion activity of "Winter Nourishing Food Festival" in winter. However, apart from "Braised Liaoshen with Cordyceps sinensis" and "Crocus Wild Goose Cup", most of the menus are about medicinal promotion dishes of saffron, which makes the guests think that it is related to winter nourishing, but it is like medicinal promotion. In the end, the event was barely completed by the banquet menu, but the results were obvious. Therefore, in order to "earn money", it can not be solved by "losing money" alone, but also by operators to broaden their thinking. 3. There is a problem with the timing. Hotels can hold different food festivals in different seasons, but they can't cover all seasons with the same theme. Therefore, it is necessary to choose the right time to hold a successful food festival. For example, it is certainly chilling to hold the "Ice and Snow Food Festival" in winter, but it is definitely not feasible to do nourishing promotion in summer. So it is absolutely important to choose the right time. However, many high-star hotels ignore this problem and make many mistakes. During the internship at JAL Hotel in the new century, there was such a mistake. In order to cooperate with the Olympic Games, the hotel reluctantly launched the "Original Ecological Food Festival", which not only made the guests feel puzzled, but even the service staff were unwilling to promote it, because the service staff didn't know how to promote the original ecological food in such a big environment. Obviously, if you want to hold a food festival during the Olympic Games, you should hold some food festivals related to the Olympic Games, at least in terms of environmental layout, rather than holding some unrelated food promotion to echo such an activity. Therefore, an out-of-season food festival cannot be held successfully. As a high-star hotel, we should pay more attention to this problem when holding food promotion activities to avoid unnecessary losses. 4. Ignoring the role of theme decoration, a large part of the planning of a food festival should be placed on the environmental layout. It is a sword, if appropriate, it will set off the atmosphere, and the disjointed environmental layout will cause visual defects in the food festival. Because people come to the food festival, visual impression comes first. A layout that deviates from the theme will make the guests feel at a loss. The layout of the food festival should reflect its cultural theme and connotation. However, hotels often compress the environmental layout section for various reasons. Some of them don't want to spend more money, so they don't think it is necessary to spend this money just for a few days, and they won't need it once. Some of them have neglected this problem in planning. Anyway, it is really a great loss to ignore such an important link. Theme decoration is not only to cooperate with the promotion of food festivals, but more importantly, to highlight a cultural connotation, so that the food festivals have more cultural significance, so that guests can fully feel the profound cultural connotation while enjoying the food, which is a good way to relax. Delicious food, beautiful colors and wonderful thoughts are the feelings that the food festival should bring to customers. Discuss so many misunderstandings and problems existing in holding food festivals in major high-star hotels, so how can we successfully hold a delicious food festival? Below I will elaborate on how to successfully hold food festivals in Chinese restaurants in high-star hotels.