| This paper is in the mobile interconnection technology promotion, tourism services personalized demand, national policies and the development trend of the wisdom of tourism research background, to small and medium-sized hotel of Wuhan city as the research object, the research of how to improve the Wuhan small and medium-sized hotel sales in the background of the wisdom of tourism. The purpose of this study is to explore the main factors that influence the hotel sales levels, reflect the current passenger check-in Turist Hotel consumer demand, and on the basis of small and medium-sized hotel sales improvement suggestions; its significance lies in the research not only enrich the wisdom of tourism, but also can help small and medium-sized Turist Hotel in Wuhan city to improve sales, and promote the healthy development of the industry the. Comparison of foreign and domestic research progress, this paper attempts to study the framework and research ideas, methods and technical route of their own, this research will adopt the research methods of theoretical analysis and qualitative research.Hotel sales, is the hotel products and services sold to consumers, the generalized hotel sales also includes the pre publicity, and after sale service, information feedback and so on; this paper quoted professor Lin Yuren, Taiwan Fu Jen Catholic University’s point of view, analyzes the influencing factors of the hotel sales, main factors affecting consumers into the hotel consumption:travel the time and season, geographical travel, consumers’ physiological and psychological factors, social and cultural factors, the influence of natural climate, the prices of consumer word of mouth, hotel, convenient transportation and hotel service quality and other factors related to the experience of perception, the clear direction for the next step of the research. Based on the analysis of the hotel sales and related influence factors of hotel sales on the empirical research of this paper, the comprehensive use the theory--price perception theory, consumer experience perception theory, service purchase decision theory, service marketing theory and Internet word of mouth sensing theory--Analysis of the wisdom of Tourism under the background of small and medium sized Turist Hotel sales situation of Wuhan:small Turist Hotel information sales of consciousness is not strong, the information management level is relatively low, medium and small Turist Hotel capital construction wisdom and talent shortage.The second is the basic theory research, in the theory part firstly explains the concept of hotel marketing, hotel is the hotel products and services sold to consumers, the generalized hotel sales also includes the pre publicity, and after sale service, information feedback, then summarized professor Lin Yuren, Taiwan Fu Jen Catholic University’s point of view, the main factors that enter the hotel marketing consumer consumption:travel time and season, the changes of consumption psychology, locations, physiological and psychological factors, social and cultural factors, the reputation, product, service, price, transportation and other related factors such as perception, a clear direction for the next step of research. In this section of the second part, on the perceived price theory, this paper use the consumer experience and perception theory, service purchase decision theory, service marketing theory and the theory of EWOM perception were summarized and analyzed, to provide a theoretical reference for the full text of the study.On the basis of theoretical research, with reference to relevant theories, ideas and research results, construct the model of empirical research, and put forward relevant assumptions, and puts forward the research hypothesis six aspects, respectively is the price of a positive impact on hotel service consumption, the positive impact on Hotel consumption, word of mouth network positive impact on Hotel consumption the network publicity, positive impact on the hotel consumption, sales channels, positive impact on hotel sales, positive impact on sales of the hotel convenient transportation. According to the hypothesis, design the questionnaire, the questionnaire is the main object to Wuhan travel or business trip before, at the age of 19-35 years old, like free, middle-income and below the young consumers, because they are the main population in middle and small restaurant consumption. In order to increase the reliability and validity of the questionnaire, a questionnaire survey was carried out before the questionnaire pretest. In this study, issued a total of 360 valid questionnaires were recovered, comply with the relevant requirements, the survey data is true and reliable, can be used SPSS19.0 to analyze the data. Analysis of statistical characteristics of the sample through the recovery of data, found that the groups have some basic characteristics in common, namely, the majority of tourists traveling accommodation to spend no more than 2000 yuan, will be traveling with the before making your travel plans, will spend a lot of time traveling before access relevant information, these features have contributed to the they become potential customers and the Turist Hotel, and these consumers are most concerned about small and medium-sized hotel information are the price discount, reputation, service attitude, the passenger health environment, room service, traffic service. Then, further the questionnaire statistical analysis, obtained the hotel consumption factor and consumer marketing consumer consumption regression equation between decision making, customized service factors were excluded from the regression equation, the non customized services than consumers in the main reference factors of small and medium hotels consumption Wuhan, and from the regression equation can be found in our consumers are most concerned about is the hotel price discount (coefficient), followed by the quality of service, the third is the Internet word of mouth, so it can be said that the price, service and reputation is the most important factors to affect sales of small and medium-sized Turist Hotel. In this regard, the enterprise can take the conclusion of the study as a guide, to establish the price, quality of service and Internet word of mouth and other related strategies, to promote small and medium-sized Turist Hotel salesDirect marketing, the indirect method of marketing and network marketing channels, attention should also be paid to the three party platform background of the wisdom of tourism marketing channel choice; in the database construction, to build to meet the construction of database, small and medium-sized hotel customer service demand of course, in the construction of the database at the same time, should also be Caution! Use data, to avoid the disclosure of customer privacy the.Hotel services as the main product, along with the information technology and the improvement of people’s living standard, consumers will be increasingly high demands of hotel service. In the background of the wisdom of tourism, with the further development of the communication technology and the popularity of smart, need marketing concept and marketing mode of small and medium sized Turist Hotel further change, only to meet the requirements of the times the wisdom of tourism, to develop targeted marketing strategies, to achieve the optimization and upgrading of the hotel sales, improve business performance objective. This paper tries to find out the background of the wisdom of Tourism under the influence of small and medium-sized hotel sales of Wuhan City, and the influence factors are put forward to improve sales strategy. |
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