Research Of Economy Hotel Consumers’ Behavior Characteristicsts

It has been more than a decade since the economy hotel developed in china. Now the marketdemand of economy hotel is still showing a good prospect, the market supply doubles,funding in hotels surges and hotel management progresses. Economy hotel has covered most of thecities and provinces, and presents a rich level of business, the hotel brand innovation also appearsceaselessly exploration and breakthrough at the same time. Both the service and the facilities ofeconomy hotel are the most appropriate. It simplifies the non-essential infrastructure and services ofthe full service hotel, and retains facilities and service that the guests need most and most interested.However, monotony items have been difficult to attract customers’attention as consumers’demand become personalized and diversified. At the same time, the intense market competition hasforced the economy hotel to implement personalized transformation. According to the traditions ofthe past, the innovation of the economy hotel only means that the operator are simply planning andpackaging the hardware facilities of the hotel again and they rely on strengthening the externalmarketing promotion to attract the consumers to stay. However, very few managers will try toanalyze and understand their guest’behavior characteristics and his/her consumption in the hotelwhen a customer enters the hotel as a guest. In fact, only having a clear grasp of the demand of thetarget customer groups, would the managers be more targeted to design products and improveservices, improve the guest satisfaction and rate of use, and increase hotel revenue.Therefore, a thorough understanding of the economy hotel consumer group structure, beingfamiliar with the overall characteristics and specific behavioral characteristics of each fractionizemarket, and their concern of maximum benefit in the choice of hotel and when staying in the hotelis the essential premise condition when the operator innovate hotel product and service, andimplement accurate market positioning. It is also the important ways for the economy hotel todevelop from a single service content to a plurality of types of service, improve the guestsatisfaction and enhance the market competitiveness.Based on the consumer behavior segmentation and the benefit segmentation, economy hotelalso can derive the concern of interests of different guest types when the guests are choosing andstaying in the hotel, then dig out of some degree of correlation between the hotel service contentand guest types. Given this, this article take what type of service can the economy hotel provide forsome consumer type as its research direction and apply behavior analysis and benefit segmentationto the economy hotel consumers , with a view to provide economy hotel operators more basic information and to facilitate future operation reference. Through literature study, questionnairedesign, data collection and collation, statistical analysis and other steps, this paper mainly focuseson the following matters:(1)this paper summarized the development process of economy hotel,described the present development situation of economy hotel in China and the consumptionbehavior of the economy hotel guests;(2)referring to the research step and scale design whenrelevant scholars undertook VALS to analyze consumers of other areas, this paper divided theeconomy hotel consumers into six groups, such as: thrifty consumption, progressive and pragmatictype, fashion self type, mature type, economic life type and fashion life, and gave more detaileddescription of the overall characteristics to each ethnic and some suggestion on market developmentand marketing strategy;(3)based on the results of data analysis and data research, this paperanalyzed the correlation between different groups of consumers and different attraction factors, andfound out the interests of guests in the selection and accommodation at the economy hotel.