| Consumers repeat the purchase of the product of the enterprise is essential for the development of enterprises,many scholars have proved that the development of a new customer cost is much greater than maintaining an old customer.Therefore,many enterprises begin to pay attention to consumers’ repeat purchase intention.Because of its industry characteristics,the hotel industry has the characteristics of high mobility.Influence factors of hotel customer’s repurchase intention is more complicated,by reading literature,found that many scholars mainly from the aspects of its internal management,service,perceived value,switching costs to do their research,and there is a corporate image point of departure from the hotel.The influence of image consistency of hotel image and hotel location on consumers’ repeat purchase intention is less considered.On the basis of summarizing the relevant theories and taking Qingdao and Qingdao hotels as examples,this paper studies the influence of hotel image and hotel location image consistency on consumers’ repeat purchase intention.At the same time,the adjustment variables of hotel type are added.In this paper,the method of literature research and empirical analysis is adopted in the process of research,and the data are analyzed by SPSS22.0 after the questionnaire is issued and collected.Through the analysis concluded that the image of the hotel,and the destination image consistency is higher,the hotel consumer repurchase intention is stronger;second,the Econo Hotel,the hotel influence cognitive image consistency on the consumer purchase intention is more obvious;the three,to the hotel,affect the consistency of image the consumer purchase intention is more obvious.On the basis of the above research,this paper puts forward some suggestions for improving hotel image consistency and improving consumers’ repeat purchase intention,and points out the shortcomings of this study. |
