A Study of Marketing Strategies for the Tourist Hotels in Western China
This paper explores the marketing management strategies for the tourist hotels in the western regions of China. Statistic analysis of the tourist hotel industry in Western China indicates the characteristics of the hotels there are limited number, low grade and small scale at large. The author argues that the customer satisfaction strategy by means of competing through service quality is a wise choice for such kind of medium and small hotels in Western China. A survey was conducted at seven tourist hotels in Chinas western regions to investigate the service quality and customer satisfaction of western hotels. The data analysis indicates that the customer satisfaction of the hotels in western region just basically reaches tourists requirements and it has a long distance from being satisfactory. Additionally, in the present stage, the tourists of western hotels pay more attention to the hardware quality of the hotels than their software quality. Based on the results of the survey, the hotels in Western China are suggested to enhance their customer satisfaction by perfecting their service system, improving service reliability and timeliness, and emphasizing the practicability and comfort of their facilities and equipment.
Marketing Strategies Customer Satisfaction Tourist Hotels Western China
WEN Bi-yan
School of Management, Jinan University, R.P.China, 510632
国际会议
2007 International Conference on Dtrategic Management（2007年战略管理国际会议）
成都
英文
1144-1151
2007-04-19（万方平台首次上网日期，不代表论文的发表时间）