A Study Of The Resort Hotel Customer Information Search Behavior

With the development of national economy, an important tide occurred from the tourism market, which was the sightseeing travel turn into leisure travel. Accompanying with this trend, was the rapidly development of resort hotel, and caused the high competition between the resort hotels. Customer would through an information search process before the purchase, and there is no exception of resort hotel customer. But the resort hotel products differ from the physical products, which determines the information search behavior of resort hotel booking will be different from the physical product purchase when make the purchase decision.Therefore, doing a research on the patterns, characteristics and influence factors of customer informance behavior would be help for the resort hotel to make market strategy.Basing on the former theory of the customer information search, this paper focused on studying the resort hotel customer information search behavior.At first, through literature review, this research defined the information search behavior. And then, combing the results of previous study and interview studying, this paper put forward the research model. Second, basing on the previous research scale, designed the questionnaire of this research.After pre-test, this paper successfully collected 334 valid questionnaires through the internet and field research.Third, by using the SPSS 17.0 and AMOS 7.0 to anlyse the data collected from questionnaires, examined the research hypotheses and modified the research model. The main conclusions are as follows:(1) search attitudes, involvement degree, perceived benifts, affect the resort hotel customer information search behavior, but the affect of product knowledge, search cost,and perceived risk aren't significant; (2)different demographic characteristics customer perceived different level of variable,and then mainfested the difference on the information search behavior; (3)different group of customer preferred different information sources.At last, according to the conclusion, this research provide follow suggestion:rationally structure the marketing network channels; pay attention to reputation management; chose the right target market; increase the involvement degree and perceived benifts of resort hotel customers.