Xingyi Guo

Beijing International Studies University

Abstract：

This article focuses on the semiotic characteristics and optimization path of hotel brand identity, systematically analyzes typical features such as implicit coding function and dynamic adaptability, and reveals the three core problems of symbol homogenization, value communication and experience mismatch, and digital scene failure that currently exist. By constructing a differentiated symbol system, implementing a closed-loop value proposition experience, and creating an omnichannel management system, we propose an optimization plan that combines technological empowerment with cultural empowerment. By combining empirical data and case analysis, this study provides theoretical support and practical framework for hotel brand identity management, helping to enhance brand recognition and user experience consistency.

Key Words：

hotel brand identity; symbol homogenization; experience closed-loop; omnichannel management