基于顾客需求的星级酒店网站功能评价——以广州市60家星级酒店为例

On the Evaluation of the Function of Star-rated Hotels' Websites Based on Customers' Demand——A Case Study of 60 Star-rated Hotels in Guangzhou

酒店网站功能作为酒店信息化的研究要点之一,已有成果多关注网站本身的结构和内容,忽视了酒店网站为其顾客服务的本质。本文在确定网站功能结构和评价指标的基础上,首先利用问卷调查法了解顾客对于酒店网站功能的需求,然后对60家样本酒店的网站进行了访问,分析其所具有的功能。研究认为,目前广州市星级酒店网站功能不能满足顾客的需求,基础层能提供简单的酒店信息,但忽视了酒店顾客的旅游需求;主体层的功能不能满足顾客了解特色、提前体验和信息交流的需求,不具个性化;核心层的功能与顾客需求不对称,信息更新不及时,客户关系管理不健全,没有实现基础层和主体层的功能的增值组合与动态优化。因而,要使酒店网站真正成为酒店管理和营销的有效工具,必须充分考虑酒店顾客需求。

The function of a hotel＇ s website is an important focus of study for informatization. The existing results show that we usually pay more attention to the structure and content of the website itself and neglect the essence of serving customers. The paper, based on defining the function structure and evaluation indices of a website, firstly understands customers＇ demand to hotel＇s website function by using questionnaire and then makes visits to sixty sample hotels＇ websites, analyzes their functions. The study shows that currently the function of star-rated hotels＇ websites in Gnangzhou cannot meet customers＇ needs. The basic part is able to provide simple hotel information but ignors customers＇ tourist demand. The principal part cannot satisfy customers＇ needs, such as their understanding of special features, experiences in advance and exchange of information. The function of core part is not symmetrical to customers＇ needs, such as delay of update, unsound management of customer relations, failure to realize the value-added combination of functions between basic part and principal part as well as dynamic optimization. Therefore, we must take into full account of customers＇ demand if we want to make our hotels＇ websites a truly efficient tool for management and marketing.