Influence Factors Of Online Hotel Reservation And Hotel’s Channel Strategy

In the development of information and network technology as the representative of the new economic era, the maturity of network technology and development, hotel network reservation market expanded, the development of network marketing has become a pressing matter of the hotel. From the theoretical side, analysis of consumer online booking behavior is an important part of the hotel network marketing. Current research on this field is still at the starting stage, the related theory still needs further research and improvement. In practice, on the one hand, purchase behavior under the network environment more complex, consumer Internet booking also have a new feature, the hotel need to accurately grasp and predict consumer Internet booking behavior and its influencing factors, to enhance competitiveness; on the other hand, online booking service is an important part of hotel reservation, with the help of online booking information, consumers online booking behavior and influence factors analysis, Hotel can expand the marketing of network channel, realizes the sustainable development.In this article, combined with the development of new technology of the network, first elaborated the network marketing channel strategy of the hotel’s background and significance of the research, through literature statistics method, questionnaire survey method, statistical analysis method, combining with the current situation of the development of hotel internet marketing at present, the hotel reservations network in the line of consumer behavior analysis, can be drawn from the analysis online the reservation factors affecting consumer characteristics and network booking. At the same time, this article summarizes the current sales network deficiencies, including information is not perfect, the interaction effect is not ideal, website trust degree is not high, and the lack of online booking guide, direct sales channels accounted for too little.Hotel marketing channel marketing strategy put forward suggestions according to the results of the analysis:the hotel can through product differentiation and advantage of OTA contend; Regard the group purchase as a supplement of the off-season market; maintain the unity and online travel agents website price; guide the consumer to use the hotel website reservation; the continuous development of new media application software, to meet the desire of consumers; the use of the hotel’s own advantage gradually get rid of dependence on tourism agency web site and the group purchase network, in order to obtain greater profit space and more direct source, to broaden the network of their own marketing channels.