Based On The Perceived Value Of Hotel Loyalty Guests

The hotel industry in China today has entered into a period of intense competition. In the face of saturated market space and homogeneous hotel service products,hotel management should shift the emphasis on marketing strategies from guest acquisition to guest retention.By applying theories of relationship marketing,guest loyalty,and guest perceived value,the thesis aims at exploring effective approaches of retaining guests through identifying the various driving factors that constitute guest perceived value and demonstrates that guest perceived value is the key factor driving guest loyalty. Based on the aforementioned theoretical foundation and hotel cases study,the thesis brings forth a model of guest perceived value driving guest loyalty,which is then verified by statistical tools of factor analysis and regression analysis using data collected from hotel guest questionnaire and survey. In order to apply research findings to practice and help improve management of guest loyalty in Chinese hotel industry,the thesis sets forth effective measures and tactics of management of hotel guest loyalty,which includes guest information integration,service process optimization,and value creation.