广州地区度假型宾馆淡季需求管理措施研究

Off-season's Demand Management Measures of Resort Hotels in Guangzhou Area

文章通过对广州地区典型度假型宾馆住店客人的问卷调查和分析，实证了当前广 州地区度假宾馆客源类型主要是休闲度假客人、会议客人和观光客人；度假宾馆仅采用谈季优 惠价格的措施吸引不了回头客，而宾馆独特的形象和宾馆重视与客人培养长期关系才是吸引客 人回头的关键；男性与女性在对待淡季人住宾馆很实惠这一观点上存在差异，淡季开拓女性市 场、老人市场很有潜力。本结果对度假型宾馆经营有一定的指导意义。

With data collected from the guests of two typica1 resort hotels, this paper verifies that the tar- get markets of resort hotels in Guangzhou area recently are recreation tourists, conventions and general tourism. In order to attract the guests to patronage again, the discount price in off-season does not work, instead, the unique image of the hotel and the hotel paying attention to establishing long-term relationship with the guests are the best ways. Moreover, the male and the female guests hold different opinions as to whether it is economical to stay in the hotel in off-season. Resort hotels can open up the market for female and the senior people in off-season. These results of investigation will contribute to the management prac- tice of the resort hotels in off-season.