酒店试睡员的点评模式及其商业价值

The Comment Mode of Hotel Critics and the Commercial Value

酒店试睡员的诞生拓宽了酒店预定第三方平台的营销思路,也从客观上促进酒店产品与服务质量的提升。酒店试睡员利用网络社交媒体对酒店进行点评,形成相对稳定的点评模式:通过图文结合或者视频、音频的方式,评价酒店的产品、设施、服务质量、环境等,从而与网络平台上的众多消费者进行分享、互动。解析试睡员的点评模式,发现其背后存在一定商业价值:表现在试睡员点评影响在线预定市场和消费者的消费决策,丰富消费者的消费体验,提升酒店的服务质量水平,提高酒店知名度。

Hotel critic is an emerging profession in China, broadening the marketing ideas of third-party platform for hotel reservation and accelerating the improvement of hotel products and services. Utilizing online social media, the critics comment hotels in a relatively stable mode. They evaluate the products, facilities, services and the environment of hotels with a combination of pictures and text, video and audio information, so as to share and interact with consumers through online platforms. Commercial value is found through analyzing the com-ment mode of hotel critics. In other words, the comment affects online reservation and consumer decisions, enriches the consumer experi-ence, improve hotel services and raise the reputation of hotels.