Research on Optimizing Hotel Marketing Strategies Based on Consumer Behavior
Journal: Modern Economics & Management Forum DOI: 10.32629/memf.v5i6.3345
Abstract
With the continuous development of Internet technology and significant changes in consumer behavior patterns, the hotel industry is facing increasingly fierce market competition. Through in-depth analysis of consumer behavior, this article reveals the key factors that affect hotel consumer decision-making and proposes targeted marketing strategy optimization suggestions. The research results show that strengthening brand building and reputation management, implementing personalized services and precision marketing, improving service quality and customer experience are effective ways to enhance hotel competitiveness. This research not only provides theoretical support and practical guidance for the hotel industry, but also provides reference and guidance for other service industries in optimizing marketing strategies.
Keywords
Consumer behavior; Hotel marketing; Marketing strategy; Optimization
Full Text
PDF - Viewed/Downloaded: 1 TimesReferences
[2] Au, N., & Ekiz, E. H. (2009). Issues and opportunities of Internet hotel marketing in develo** countries. Journal of Travel & Tourism Marketing, 26(3), 225-243.
[3] Goryushkina, N. Y., Shkurkin, D. V., Petrenko, A. S., Demin, S. Y., & Yarovaya, N. S. (2016). Marketing management in the sphere of hotel and tourist services. International Review of Management and Marketing, 6(6), 207-213.
[4] Horng, J. S., Liu, C. H., Chou, S. F., Yu, T. Y., & Hu, D. C. (2022). Marketing management in the hotel industry: a systematic literature review by using text mining. Sustainability, 14(4), 2344.
[5] Wang Jing and Yang Yao (2023). Research on Marketing Strategy of H Hotel in L City under the Background of Flow Economy Investment and Entrepreneurship (06), 125-127.
[6] Bilgihan, A., & Ricci, P. (2024). The new era of hotel marketing: integrating cutting-edge technologies with core marketing principles. Journal of Hospitality and Tourism Technology, 15(1), 123-137.
[7] Huang Liying and Zhou Binghua (2020). Marketing strategy of high-end hotels in Guangzhou under the influence of internet celebrities Modern Marketing (Next Issue) (08), 180-182.doi: 10.19932/j.cnki.22-1256/f.2020.08.084.
[8] Yi Rong (2020). Research on hotel marketing strategy under the background of "Internet plus" Marketing Industry (28), 175-176.
[9] Jeffrey, D., & Barden, R. R. (2000). An analysis of daily occupancy performance: a basis for effective hotel marketing?. International Journal of Contemporary Hospitality Management, 12(3), 179-189.
[10] Yu Yang (2017). Research on the Impact of Social Media on Hotel Consumer Behavior Modern Marketing (Next Issue) (01), 26-28
[11] Buttle, F., & Bok, B. (1996). Hotel marketing strategy and the theory of reasoned action. International Journal of Contemporary Hospitality Management, 8(3), 5-10.
[12] Dief, M. E., & Font, X. (2010). The determinants of hotels' marketing managers' green marketing behaviour. Journal of sustainable tourism, 18(2), 157-174.
Copyright © 2025 Zhixuan Zhang

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License