Research On Factors Influencing The Purchase Decision Of Consumers In Crystal Hot Spring Hote

With the leap forward development of China’s economy,the family’s economic income has risen straightly.According to Maslow’s Maslow’s hierarchy of needs,after the most basic needs of life are met,people are increasingly pursuing a higher level of quality of life.Especially affected by the COVID-19 in the three years since 2020,people’s pursuit of health is more urgent.Among them,the hot spring tourism model has become increasingly popular among the people,which has led to the emergence of a large number of hot spring hotels.The entry of capital and the continuous upgrading of the industry have led the hot spring hotel industry to a white hot competitive situation.Many hot spring hotels have begun to move towards a homogenization situation in the actual operation process.In this case,how to explore potential customers and how to change the operation of hot springs have become opportunities and problems in Going concern,which is also a key measure for hot spring hotels to expand their market competitiveness.This article focuses on the development status of crystal hot spring hotels.Based on previous research and combined with the current marketing situation of crystal hot spring hotels,six factors that may affect consumer purchasing decisions of crystal hot spring hotels are identified,namely product price,publicity efforts,brand effect,supporting facilities,service quality,and reputation evaluation.A survey questionnaire is designed around these six factors.After pre releasing 50 questionnaires,a combination of online and offline methods was adopted to release 300 questionnaires.After data recovery,relevant statistical tools are used to examine the interrelationship between respondents’ Demographics characteristics,product prices,publicity efforts,brand effects,supporting facilities,service quality,reputation evaluation and purchase decision-making behavior.Through analysis,it was found that,except for the brand effect that has little impact on the purchasing decision behavior of consumers in crystal hotels under current conditions,the other five factors respectively show strong positive correlation effects on the purchasing decision of consumers in crystal hot spring hotels.Finally,this article proposes that we can start from six aspects: emphasizing word-of-mouth management,strengthening promotional activities,forming flexible pricing mechanisms,improving hotel service levels,conducting diversified promotional activities,and focusing on hotel brand building,in order to consolidate the existing consumers of Crystal Hot Spring Hotel,fully explore potential consumers,and achieve the goal of enhancing hotel competitiveness.With the leap forward development of China’s economy,the family’s economic income has risen straightly.According to Maslow’s Maslow’s hierarchy of needs,after the most basic needs of life are met,people are increasingly pursuing a higher level of quality of life.Especially affected by the COVID-19 in the three years since 2020,people’s pursuit of health is more urgent.Among them,the hot spring tourism model has become increasingly popular among the people,which has led to the emergence of a large number of hot spring hotels.The entry of capital and the continuous upgrading of the industry have led the hot spring hotel industry to a white hot competitive situation.Many hot spring hotels have begun to move towards a homogenization situation in the actual operation process.In this case,how to explore potential customers and how to change the operation of hot springs have become opportunities and problems in Going concern,which is also a key measure for hot spring hotels to expand their market competitiveness.This article focuses on the development status of crystal hot spring hotels.Based on previous research and combined with the current marketing situation of crystal hot spring hotels,six factors that may affect consumer purchasing decisions of crystal hot spring hotels are identified,namely product price,publicity efforts,brand effect,supporting facilities,service quality,and reputation evaluation.A survey questionnaire is designed around these six factors.After pre releasing 50 questionnaires,a combination of online and offline methods was adopted to release 300 questionnaires.After data recovery,relevant statistical tools are used to examine the interrelationship between respondents’ Demographics characteristics,product prices,publicity efforts,brand effects,supporting facilities,service quality,reputation evaluation and purchase decision-making behavior.Through analysis,it was found that,except for the brand effect that has little impact on the purchasing decision behavior of consumers in crystal hotels under current conditions,the other five factors respectively show strong positive correlation effects on the purchasing decision of consumers in crystal hot spring hotels.Finally,this article proposes that we can start from six aspects: emphasizing word-of-mouth management,strengthening promotional activities,forming flexible pricing mechanisms,improving hotel service levels,conducting diversified promotional activities,and focusing on hotel brand building,in order to consolidate the existing consumers of Crystal Hot Spring Hotel,fully explore potential consumers,and achieve the goal of enhancing hotel competitiveness.