Xi'an Bell Tower Hotel The Idle Room Resource Utilization Countermeasures

Hotel is a critical chain of tourism, which is very important to a country's economy. Hotel service quality is the core of hotel operating and management. At present, supply exceeds demand as a whole in hotel market all over the world. As a result competitions between hotels become ever fierce and the idle guest room percentage rises higher and higher. The Bell Tower Hotel, as a traditional one in Shannxi Province, made its debut much earlier and enjoys a certain reputation. However, due to its backward facility conditions in the industry, the guest room renting-out percentage of the Bell Tower Hotel is rather low.This paper deals with the existing problems with the Bell Tower Hotel carefully based on some learned related theory. The paper analyzes the major reason that causes the decrease in the guest room renting-out percentage of the Bell Tower Hotel, and proposes a method to lower the idle guest room percentage. Through relocating its target market and SWOT analysis, a specific and feasible strategy is given.B.ased on Parsuraman's SERVQUAL method, this paper put forward a testing method for the satisfying level of hotel service quality. The problems about the hotel service quality were analyzed via fish-bone diagram and an improving project was brought out Meanwhile, under the competitive market economy conditions, a flexible guest-room-pricing strategy is very important to hotel. This paper introduces several specific-pricing methods based on cost-oriented strategy, suggesting that the Bell Tower Hotel should adopt a flexible guest-room-pricing strategy according to different situation. This paper also provides reasonable advice for expanding market channels and promoting sales.