Research On Influential Factors Of Online Booking Channels For Mid-scale Hotel

At present,economy has been improved unprecedentedly.What is m ore,the progress of science and technology and the acceleration of inform ation technology have made a great change in the way of life and consum ption habits of human beings.Because of the large-scale Internet and net work applications,the rising number of netizens,and mature online travel booking market,more and more users begin to choose online travel book ing.Hotel owners and suppliers are also driving the change,to encourage consumers to book online.The annual growth of network transaction scal e reflects the bright prospect of online tourism reservation market.Intelligent mobile phone and the rise of various application software simplify the travel booking steps,with the increasing of income,growth of the tourism budget makes tourism consumption increased rapidly,the online tourism market is booming,online booking tourists behavior shows lots of characteristics.As one of the three pillars in tourism development,hotel industry sales volume gradually shift from offline to online booking,online booking channels selection will directly determine the success of marketing,especially for the mid-scales hotel.According to the research summary at home and abroad,few researches on the localization and development strategy of mid-scales hotel in our country are still rare,researches on this type of hotel online booking channel is more rare,this article aims to Jun Ting Hotel as a case of breakthrough point,to explore the influencing factors in the online booking channels of mid-scales hotel,and to provide it reference and theoretical support for the choice of channel strategy.This study uses the methods of literature analysis,case analysis and questionnaire survey,on the basis of previous research,firstly combs the concept of the mid-scales hotel and the hotel industry online booking development status;secondly,on the basis of consumer preferences,tourism electronic commerce,tourism decision-making model,combined with the actual situation,Analysis the consumer behavior characteristics of mid-scales hotel in online booking;finally,through field interviews and questionnaire survey,using conjoint analysis of factors affecting consumer choice in the mid-scales hotel with online booking channels,the booking process,online reputation,user reviews,interactivity,reliability and convenience in six dimensions is the key to this;based on it,the article uses four aspects that includes channel selection,channel maintenance,publicity and promotion,customer relationship to provides some useful suggestions for development of the mid-scales hotel channel strategy at the present stage of our country.