酒店顾客体验价值理论研究

A Study of Hotel Customer Experience Value

顾客体验价值已被视为现代酒店竞争优势的新来源。体验价值是一种新的顾客价值,包括功能性价值和情感性价值,另外还有盈溢效应。酒店顾客体验价值的驱动因素由品牌形象、地理位置、有形产品、无形服务和物有所值五部分构成。酒店顾客体验价值的创造模型由识别关键竞争要素入手,在形成明确的营销战略之后,通过一系列体验价值驱动因素的作用,使顾客形成独特的体验,最终为酒店创造出完美的顾客体验价值。

The value of customer experience has now been regarded as a new resource of competitive advantage for hotel enterprises. It is a new customer value, including functional and emotional values in a sense, as well as surplus overflow effect. Its driving factors are brand image, geographic location, physical products, intangible services and value for money. The creation of hotel customer experience value begins with identification of key competitive elements, formation of specific marketing strategies; and helping the customer form a unique experience through a series of the experience value driving factors, and ends with a perfect customer experience value for the hotel.