超越顾客体验的度假酒店产品创新思路

Innovation Ideas of Resort Product which Transcends Customer Experience

近年来,我国休闲旅游消费出现强劲的增长趋势,度假酒店特别是豪华度假休闲酒店因其设施齐全、环境好、重视顾客体验成为旅游者的旅游目的地选择。以去哪儿网站标注为五星级/豪华级的广东省境内度假休闲酒店的顾客点评为研究样本,对点评文本的语义分析、情感分析、高频词分析显示,顾客体验并非仅停留在满意。对于酒店经营者来说,挖掘超越顾客体验的需求,不断创新产品组合,将惊喜贯彻在顾客整个住店体验中是个不懈追求。度假酒店产品创新思路:一是规划和管理忠诚于酒店主题的服务与顾客体验,二是做足自然禀赋的文章,三是营造突破季节和气候的顾客体验,四是全方位细化顾客的感觉体验。

China＇s domestic tourism industry develops rapidly in recent years.More and more tourists prefer leisure travel to tourist attractions,especially when luxury resort hotels become tourist destinations to choose for its leisure facilities,the environment and paying attention to the customer experience.Based on the website ＂ Qu Nar＂（Where To Go）,taking customer reviews on the five-star or luxury class domestic leisure hotels in Guangdong Province as the study sample,using content analysis and ROST CM6 as an analytical tool,the aim of this study is to build the content analysis tables on the nature of network customers＇ experience of the resort,to analyze the high frequency words,and to explore the resort tourists＇ customer motivation and behavior characteristics,and to mine customer needs and to provide a reference for the resort product innovation.The result shows that the customer experience does not just take satisfaction as a final goal.Recommendations for resort hotel product innovation had better comply with the following ideas：planning and managing service and customer experience which is based on the theme of the hotel;paying great attention to natural endowment;creating a season and climate customer experience breakthrough;and refining a full range of customer experience.