Customer Demand Analysis And Service Improvement Strategy Research Of Hotel A

In recent years,the global economic downturn and changes in Sino US relations have had a significant impact on China’s domestic economy.Under the impact of the COVID-19,tourism,as an improved consumption,will inevitably reduce the frequency and cost of travel;Therefore,the competition in the hotel industry has also intensified,and relying solely on traditional offline marketing models has seriously constrained the development of hotels.Under the influence of this environment,the operating revenue of Hotel A has plummeted.In order to change the current situation,the hotel realizes that it must undergo transformation in order to achieve sustainable profits.This thesis takes Hotel A as the research object,and based on the Porter theory model,studies the five forces that affect the final profit of the hotel.Combining with the analysis of the current situation of Hotel A,it is concluded that Hotel A needs to improve the management level of hotel products and services,promote multi-channel marketing mode,and then overcome difficulties to achieve enterprise self-help.In order to maintain competitiveness in the market,Hotel A should effectively explore customer needs,establish priority for hotel customer needs,fully utilize existing resources,and achieve a high degree of product and service matching with the target market.As an important carrier of products and services,online reviews play an important role for hotels and customers.Compared to traditional questionnaire surveys,online reviews have the characteristics of real-time,openness,and authenticity.Based on the text classification and emotional ranking of hotel A’s online reviews,combined with KANO model analysis,this article concludes eight key service categories that are closely related to customer needs,namely,service,room,location,price,sanitation,catering,facilities,and network.Finally,based on these eight key service categories,combining the actual situation of Hotel A with the 7Ps marketing theory,we propose service improvement strategies,namely,optimizing the service process in terms of service,improving service efficiency,and enhancing customer check-in experience;Emphasize the tangible display of value-added services for different categories of customers in terms of rooms,facilities,equipment,and locations;In terms of catering,we no longer rely solely on hotel customers for consumption,but try to innovate products and open up for business;Focus on upgrading health standards and introducing contactless services in environmental health;In terms of pricing,predict market demand through online platforms,and maximize hotel benefits through dynamic pricing and combined product pricing models;In terms of network,we attach importance to cost control while providing customers with a more comfortable network usage environment.Based on the above research conclusions,this thesis proposes corresponding hotel service improvement strategies from the perspective of hotel customer demand through text mining and analysis of online reviews of Hotel A,which has certain practical applicability.The research work in this article has achieved the revenue growth of Hotel A on the one hand,and has played a good reference role for other similar hotels in the industry on the other hand.