Research On The Service Marketing Strategy Of YH Hotel In Jinghong Cit

Xishuangbanna is a typical tourism city whose economy is driven by tourism.In2021,tourism and characteristic cash crops in Xishuangbanna accounted for 50% of the gross domestic product of the prefecture.Affected by the epidemic,the tourism industry in Xishuangbanna experienced a downturn in consumption in 2020.In 2021,Xishuangbanna regained 60% of the pre-epidemic number of tourist trips through cultural tourism upgrading and marketing strategy adjustment,and achieved the first full recovery of tourism industry.This paper takes Jinghong YH Hotel,a small comfortable apartment hotel in Xishuangbanna Prefecture,as the research object.From the perspective of service marketing,this paper analyzes and studies the internal and external environment,operating status and problems of Jinghong YH Hotel,and works out the service marketing strategy suitable for YH hotel.Paper with participatory field investigation and questionnaire survey as the main research methods,in-depth jinghong,YH to participate in the operation and management within the hotel,the hotel’s operation situation,found that the hotel strengths,weaknesses,opportunities and challenges facing,using the method of SWOT analysis,to jinghong,YH hotel next how to develop the service marketing strategy laid a solid foundation.In order to find out the problems in the service marketing strategy of YH Hotel in Jinghong City,this paper,combined with the theory of 7P portfolio marketing,issued a service marketing evaluation questionnaire to customers,and obtained that consumers’ evaluation of the overall service marketing status of YH hotel in Jinghong City is general.Through the analysis of consumer evaluation to find out the case hotel in service marketing problems and analyze the reasons.Then,market segmentation was conducted for small comfort apartment hotels such as Jinghong YH Hotel.The research found that the target market of the hotel is mainly the tourists aged 20-40 years,supplemented by the business and long-term winter tenants in the surrounding areas of the province.Finally,combined with the investigation and analysis of the situation for the case hotel to develop appropriate service marketing strategies and suggestions,comprehensively improve consumer satisfaction,so that the case hotel in the fierce competition to gain an advantage.The ultimate purpose of this study is to help the hotel improve its operating income and competitiveness in the same industry.Based on the cultural tourism market in Xishuangbanna Prefecture,it is hoped that it can play a certain reference role for hotels of the same type or hotels with similar problems.