Study On The Relationship Between The Localization Images Of International Hotels And Customer Perceived Values As Well As Customer Satisfaction

As a form of multinational corporations,the number of international hotels in China has continued to grow in recent years.The development of Hainan has brought about the continuous proliferation of international hotels in Sanya.The original brand standards meet with local culture and form a cross-cultural conflict.And integration,International hotels combine local culture with brand standards to create a local image that can enhance customer perception and customer satisfaction.The purpurse of this study is to promote customer satisfaction in international hotels by creating a localized image,and get the relationship between localization images of International Hotels,customer perceived values and customer satisfaction,the localization image elements of international hotel were defined,dimensions of perceptive value was studied,and the relationship model of localization image,customer perceived value,customer satisfaction was established.Obtain relevant data through the field questionnaire survey in sanya;Through the SPSS 23.0 software,reliability and validity analysis,descriptive statistical analysis,factor analysis and correlation analysis were used.Besides,structural equation model was built by AMOS 24.Osoftware to analyze the data.Through the above studies,the following conclusions can be drawn:1.The localization images of international hotel directly affects customer perception.The localization employee image has a relatively comprehensive impact on each dimension of customer perception value,while the localization social image has a slight limitation on each dimension of customer perception value.2.The localization images of international hotel has a direct positive impact on customer satisfaction.3.Customer perceived value has a direct and significant positive impact on customer satisfaction;4.Customer perceived value has a mediating effect on the positive impact of localized image of international hotels on customer satisfaction.Based on the relevant conclusions,this study puts forward reasonable suggestions to improve customer satisfaction of international hotels.