Hotel Marketing Culture Components And Performance

With over 20 year's rapid development, China hospitality industry has been driven into the situation of high risk and low profit. Furthermore, the market and business environment are getting more severe. In order to get rid of such an embarrassment, hotels are trying their best to improve not only their facilities but also their management conditions. Building a Marketing Culture is one of the best ways for hotel industry to improve their Marketing Performance.Combining current theoretical research of Marketing Culture with the marketing practices of the hospitality industry in Zhejiang Province, this paper studies the structures, major components of Marketing Culture, and the importance of the major components. This paper tries to give the Zhejiang, even China hotels some advice of how to build a great Marketing Culture to facilitate their marketing activities.Having summarized the current domestic and international theoretical research of Marketing Culture, this paper put forward the definition of hotel Marketing Culture, and analyses the structure of Marketing Culture. Then the paper concludes that Marketing culture consists of Marketing Concept, Marketing Atmosphere, Marketing Image. And it includes 7 major components. They are Market-orientation, Service quality, Innovation, Inner management, Communication, Interpersonal relationship and Visual image. The thesis designs a theoretical model, carries out four kinds of SPSS analysis on data obtained through questionnaire survey, including factor analysis, correlation analysis, regression analysis, as well as analysis of variances, and modifies the theoretical model by taking apart communication into two parts and add them into inner management and interpersonal relationship respectively. Finally suggestions and proposals are put forward for the successful formation of new marketing culture system and the great improving of hospitality's marketing performance.