Research On Gender Difference Of Hotel Customer Expectations

With the developing of womenomics, they not only get more rights on household consumption, but also pay more attention to their own enjoyment, gradually becoming the stealth engine of promoting economic development, and more and more enterprises pay attention to women market. The same is true in the hotel industry. The female education level is higher and higher all over the world, they use their knowledge to win economic independence and autonomy, getting more and better job opportunities, following by a more solid and substantial income; At the same time, with the improvement of the social security system and social service function, they were freed from the household chores, effectively reducing the barriers to enjoy life, and they become a more and more important part in the hotel consumption market.As early as the1980s, hotels of the West has begun to focus on female customer, whether it is a theme hotel or Ladies-only Floors from hotel groups all have taken kinds of marketing strategies to win female customers.Under the background, the author combine the theory of customer expectations and gender difference theory, based on the "women’s voices and experience" view, the domestic high star hotels’customer expectations are studied. It aims to explore the gender differences of hotel customer expectations, providing theoretical basis for gender marketing in the hospitality industry.The author issue questionnaires to collect data, then using the data processing software of SPSS for data processing, the conclusions are as follows:male customers have high expectations of the hotel’s modern equipment than female customers, while female customers have high expectations of picking up service; The bellman’s gender have a greater impact on female customers.There is an innovative perspective of this essay:a clever union of customer expectation theory and gender difference theory, introducing gender perspective to the study of hotel customer expectations, guided by the view of "a woman’s voice and experience". Based on this, the author analysis gender differences of customer expectations.