Family Hotel Blog Marketing Characteristics Of Customer Brand Attitude Research

B&B first came to being in China in 1990s initially aiming at solving the tourists' accommodation problem in holiday tourism. However, owing to the incomplete supporting facilities and policies, B&B has been neglected for a long time. In recent years, thanks to the prosperity of self-help tourism and the advent of Beijing 2008 Olympic Games, B&B again draws great public attention.The characteristics of B&B, i.e. small scale and scattered distribution, make it difficult for B&B operators to adopt appropriate marketing place to deliver the promotion information to target customers, while the demanding customers cannot get access to the B&B information. In the era of Web 2.0, the appearance of blog provides B&B operators a big chance to settle the distressing problem, for any operator can display their individualized B&B information on their blogs to customers and moreover can deliver service via online interaction with customers. The study work of blog marketing, either in theory or in practice, is still at the exploratory stage. As a result, most of the B&B operators haven't achieved magnificent effect through blog marketing. Therefore, it is a necessary and essential problem for B&B to settle: how to help B&B attract target customers via their blog marketing, how to build B&B brand asset and establish the brand personality and how to effectively grasp the critical factors of B&B blog marketing.The thesis takes the conceptual model consisting of website quality for reference from on-line marketing research findings, and according to the specific characteristics of blog, tries to integrate the theories of virtual community marketing, on-line WOM communication, brand attitude and brand personality. Through case study and interview, the preliminary research model was constructed and some hypotheses were posited as well as the questionnaire was designed. Then, the author chose the potential customers of B&B as sample and utilizes the online forum, chatting tool QQ and email to tell the respondents the website of the online questionnaire. After the data was collected, the author used SPSS software to analyze the data such as descriptive statistical analysis, reliability and validity analysis, factor analysis, correlation analysis and regression analysis. Then the thesis came to such conclusions: (1) B&B blog marketing characteristics are divided into 6 dimensions: blog environment, information quality, service products, service delivery, customer participation and blog characteristics, and all of them have positive effect on brand personality and brand attitude; (2) Brand personality consists of Cognitive component and Emotional component, and Emotional component have more effect on the consumers' brand attitude than Cognitive component, to some extent, which can explain the process of brand attitude from cognitive stage to emotional one; (3) The brand attitude towards B&B to a large extent determines the purchase intention of customers. Finally, due to the research findings, the thesis proposed some countermeasures and suggestions as follows: emphasize the design of brand personality; adopt customer oriented blog operation strategy; strengthen the brand maintenance in the post-purchase phase and so on.