Demonstration Analysis Of The Impact Of Hotel Social Responsibility On Consumers’ Purchase Intention

The hotel industry as a service industry, has low admittance threshold,and strong copy characteristics, together with the rapid development of social economy, the competition between hotels is becoming more and more intense, and the profit space is also more and more small, therefore, if hotels want to get considerable development, they must pay attention to the consumers, focus and improve consumers purchase intention, thus win the consumer market. How to improve the consumers purchase intention has always been one of the important problems which managers concern, and hotel social responsibility performance can affect consumer purchase intention, because the hotel social responsibility performance can directly affect the consumer’s trust to the hotel, and the hotel own brand, the approbation of the consumer, and also can affect the product and service quality, and all of which can affect consumers’ spending willingness.This article analyses that when take the consumer support and product/service quality as intervening variable, the relationship between the hotel social responsibility and consumer purchase intention, using the data collected from305consumers of7different levels hotels and3leisure and shopping places. Through correlation analysis and multiple regression analysis and parameter test with spss17.0,the conclusions are as follows:(1) Hotel social responsibility has significantly positive influence on consumers’purchase intention;(2) the product/service quality has a positive adjust action on the relationship between hotel social responsibility and consumers’purchase intention;(3) consumer support has no positive adjust action on the relationship between hotel social responsibility and consumers’purchase intention;(4)Consumers’ purchase intention to the hotel whose social responsibility is in leading level is higher than the hotel whose social responsibility is in middle level;(5)consumers’purchase intention to the hotel whose social responsibility is in backward level is lower than the hotel whose social responsibility is in middle level. According to the above conclusions, this article puts forward some suggestions for the hotel leaders. At the end of this paper, it points the innovation points and limitations of this study and the further research direction.