The Research On The Influence Factors Of Internet Marketing Of Budget Hotel On Consumers' Selection

Advanced information technology has exceeded the limitations of time and region,and the trend of networking and globalization is unstoppable.The Internet has become an indispensable part of people's lives,and people's consumption concepts and behaviors have been subverted at the same time.More and more enterprises will put capital and energy into the Internet,and the Internet business has gone from the initial release of information and communication to the development of e-commerce in full swing.The two-way communication and innovative transaction information of online marketing effectively speed up the circulation of commodities and significantly improve the efficiency of enterprises.In particular,small and medium enterprises have been given the opportunity to participate in the global competition.Nowadays with the continuous development of the Internet and communication technologies,many hotels have begun to widely use the mode of network marketing in the actual operation process,so that hotels can adapt to the trend of the times and gain the support and trust of the public.In a highly competitive environment,the traditional marketing model has been unable to meet the needs of the hotel,how to tap potential online network consumers and improve the current situation of hotel network marketing are new opportunities and challenges for sustainable development of hotels.In the paper,on the basis of the previous research,the factors which influence the the decision-making behavior of the Internet consumers of budget hotels are combed firstly,and then the relevance among the demography demographic characteristics,price,promotion intensity,brand awareness,richness of hotel resources,network service quality,word of mouth evaluation,and consumer purchase decision-making behavior is testified by issuing questionnaires to the Internet consumers of hotels and collecting data as well as analyzing data with SPSS24.0.Finally,according to the research results,combined with the status quo of China's economy hotel network marketing,this paper puts forward suggestions on how to improve the existing hotel network marketing.First of all,this study of the demographic characteristics of the statistical study found that different gender,occupation respondents in the price,promotion,brand awareness,richness of hotel resources,network service quality,word of mouth,the intention to choose seven dimensions were significant differences;respondents of different ages have significant differences in recognition of the five dimensions of price,brand awareness,richness of hotel resources,word of mouth,and consumer purchase decision-making behavior,as for promotion intensity and network service quality,these two dimensions of recognition,there is no significant difference in respondents of different ages.However,respondents with different qualifications and monthly income showed no significant differences in recognition of the seven dimensions of price,promotion intensity,brand awareness,network service quality in the richness of hotel resources,word-of-mouth,and consumer purchase decision-making behavior.Then by the correlation analysis,we find that there is a significant positive correlation between price,promotion intensity,brand awareness,richness of hotel resources,network service quality,word-of-mouth and consumer purchase decision-making behavior.Finally,through regression analysis we come to the choice of the impact of the size of the order of word of mouth evaluation,richness of hotel resources,price,network service quality,promotion intensity,and the impact of word-of-mouth and richness of hotel resources dimensions on choice is far greater than the price,network service quality,and promotion intensity dimensions.All in all,this article from the perspective of network consumers to study their choice of booking economy hotel affected by factors,and we use these factors to compare the use of a variety of analytical methods,and finally based on the results of the study put forward countermeasures and suggestions to further deepen the economic hotel network marketing research.Accompanied by the continuous intensification of market competition,many outdated hotels have been eliminated by the market,which is because they did not comply with the development trend of the times,and stick to the previous business philosophy.Contemporary hotels should devote themselves to a new marketing platform,and internet marketing will play an increasingly important role in the development of modern hotels.