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With the social and economic development, the consumers not only experience the product function elements in the hotel, but also experience the spiritual elements such as product culture, personality and memory. The theme hotel can adapt to the changes in consumer demands and becomes a new development tren6 d in the hotel industry in the future. As an increasingly number of hotels becomes the theme hotel, it challenges the sustainable development of the theme hotel. How to improve the customer experience value and obtain more loyal customers has become the key problem to be solved in the future development of the theme hotel. This paper explores the relationship between O2O service encounter, customer experience value and customer loyalty from the perspective of service encounter, and concludes that the five dimensions of O2O service encounter positively affect the emotional functional value, the environmental facility encounter, service personnel encounter and online information encounter positively affect the social cognitive value through the structural equation model; the experience value positively affects customer loyalty and plays the mediating function between O2O service encounter and customer loyalty. The paper brings some inspiration for the future development of theme hotel based on the research conclusions. Keywords—O2O service encounter; experience value; theme hotel; customer loyalty

Research on O2O Service Encounter of Theme Hotel Based on Customer Experience