摘要
随着互联网时代的到来,网络营销成为酒店营销的新模式,与此同时,网络购买也成为消费者日常行为之一。在线预订、在线支付、在线评论等功能与平台日趋完善,消费者越来越倾向于网络预订。在线评论信息因其具有有形性、公开性与透明化的特点,成为人们制定决策的重要依据。网络口碑比传统口碑更容易被传播,也更容易引起酒店的重视。酒店应充分挖掘并利用在线评论信息开展酒店市场营销。
With the improvement of online booking services,consumers are increasingly inclined to the new trend,embracing online booking,paying and reviews.Since hotels are unpredictable,open online reviews become an important part of decision-making.As a kind of big data of tourism,online reviews are characterized by diversified contents and types.Taking consumers and hotel practitioners as research objects,this paper studies the impact of online hotel reviews on consumers’purchasing behavior and its implications for hotel management through questionnaires and interview.It is suggested that hotels should fully explore and utilize online review information,which has a certain guiding significance for hotel marketing.
作者
王鑫
WANG Xin(Department of Culture and Tourism,Taiyuan University,Taiyuan 030032,China)
出处
《太原学院学报（社会科学版）》
2021年第1期62-69,共8页
Journal of Taiyuan University(Social Science Edition)
基金
山西省高等学校哲学社会科学研究项目“‘互联网+’背景下山西省文化产业发展路径选择与机制研究”(20162201)。
关键词
消费者
酒店从业者
在线评论
酒店预订
启示
customers
hotel staff
online review
hotel reservation
implications
