Hotel Conference Service Strategy Based On Customer Value Research

MICE(meeting, incentive, convention & exhibition) industry has been a mature one in developed countries, and convention tourism also has been becoming one of the fastest tourism market. In recent years, it also develops very fast in China and turns to be one important customer source of hotel. However, customer service level of our hotels is comparatively very low. Therefore, how to raise customer service level is an urgent task of hotels in ChinaThis thesis aims to explore strategies and tactics on hotel meeting service from customers' perspective. Through an overall review of relevant literature on customer value theories, the author elaborate the necessity to run hotel meeting business oriented by customer, with the guidance of customer value theories. Having analyzing the characteristics of meeting guests' perception, the author classify meeting guest into two sorts. One is meeting planner, the other is meeting participants or attendee. On the basis of forgoing statement, the author concludes buying policy flow of meeting planner and influential factor model of meeting participants. Furthermore, factors that drive meeting guests' value have been extracted, which becomes the basis to form influential factors model of meeting guests' value. Utilizing different research means, such as questionnaire, interview and telephone interview, the author gets enough information and data and carries out analysis by SPSS statistic software. Finally the author concludes four important factors that influence meeting participants' value: hotel image and surrounding environment; hotel meeting facility and service competence; hotel meeting service and other service facilities. In contrast, five important factors that influence meeting planners' value: hotel image and surrounding environment; hotel meeting business talks; hotel meeting service; and meeting service evaluation afterwards; hotel service facilities. Based on foregoing analysis, suggestions and proposals are put forward from four perspectives by the author to consummate hotel meeting service. They are establishment of advanced meeting service notion, consummation of hotel meeting product, adjustment of meeting management organization framework, optimization of meeting service flow.The thesis attempts to provide proposals for hotel to effectively distribute its resources, provide superior meeting service, raise performance of hotel meeting business, through a further research on significant factors and their relative importance, that influence meeting guests' value perception.