The Research Of The Factors Of Atour Hotel’s Brand Image And The Countermeasures To Elevate It Based On The Method Of IPA

As the result of increasing market competition and rapid change of customer’s requirements, brand became more important and consumers’ brand awareness increased quickly. As a new type of hotel, it is clear for Atour Hotel that brand image is more important for promoting hotel core competitiveness. From the perspective of customer perception, this paper made quantitative analysis on the factor of Atour Hotel using IPA analysis method and Kano model analysis through questionnaires in order to raise its brand images and promote the good impression of consumers.The first part expatiated the research background, the purpose and significance of the research, the present research status at home and abroad, research methodology and the relevant concepts, as well as defined the image of hotel form the perspective of customers’ perception for the subsequent study of the theoretical basis of this article.Secondly, the effect factors of Atour Hotel’s brand image were found out and the questionnaire of this study was also developed based on the state of Atour Hotel’s brand image.With exploring factor analysis, 8 factors were extracted including 35 indicators. It was proved that the questionnaire had good reliability and validity through using multivariate statistical analysis.Thirdly, the effect factors of Atour Hotel’s brand image were analyzed and the expressivity and significance of it were expounded through IPA analysis and Kano model analysis. As a result, the main factors to elevating Atour Hotel’s brand image were defined.At last, the countermeasures were put forward respectively focusing on the main factors to elevating Atour Hotel’s brand image according to the analysis and results above.