The hotel industry is trying to use "private traffic" to promote direct channel reservation.From the perspective of social trust, the structural equation model is used to verify the social interactions betwe...The hotel industry is trying to use "private traffic" to promote direct channel reservation.From the perspective of social trust, the structural equation model is used to verify the social interactions between hotel and customers on WeChat, the interactions between customers’ WeChat friends, WeChat community interaction, and the relationship between brand communication and hotel direct sales. The results show that the interaction between customers’ WeChat friends and WeChat community interaction can promote customers to order hotel products from the hotel’s direct channel, and brand communication plays two completely opposite moderating roles in this process. Therefore, it is proposed that hotels should use WeChat to carry out marketing work strategically, so as to avoid excessive dependence on distribution channels.展开更多
基金Sponsored by Special Project in Key Fields of Colleges and Universities of Guangdong Education Department(2021ZDZX4043)Philosophy and Social Science Project of Guangdong Province(GD17XGL03)+2 种基金General Project of Philosophy and Social Science of Zhaoqing City(18YB-02)Quality Engineering and Teaching Reform Project of Zhaoqing University(zlgc201816,zlgc201968,zlgc202110)2020 Annual Curriculum Ideological and Political Construction Project of Zhaoqing University。
文摘The hotel industry is trying to use "private traffic" to promote direct channel reservation.From the perspective of social trust, the structural equation model is used to verify the social interactions between hotel and customers on WeChat, the interactions between customers’ WeChat friends, WeChat community interaction, and the relationship between brand communication and hotel direct sales. The results show that the interaction between customers’ WeChat friends and WeChat community interaction can promote customers to order hotel products from the hotel’s direct channel, and brand communication plays two completely opposite moderating roles in this process. Therefore, it is proposed that hotels should use WeChat to carry out marketing work strategically, so as to avoid excessive dependence on distribution channels.
