The Research Of Hangzhou B&B Development Strategy Based On The Customer Satisfaction

In recent years,the industry of tourism has developed rapidly,the industrial scale continues to expand.As the leisure travel marketing has developed,the hotel industry also has adjusted the supply-side.The new style of accommodation——Bed and Breakfast exploited the marketing quickly,and the growth showed a strong momentum.In 2015,the national government announced the "85th" documents for giving the B&B a strong support in development.In addition to,capital markets also keep an eye on the B&B.As the rural tourism and “Non-Tourist Spot” had grown up,at the same time B&B sprang up all over the Zhejiang province.Especially in Hangzhou,B&B which around the West Lake,Lingyin Temple tourist region has gradually backed to the traditional development and has ushered in a new development,that were deserved to be continued paying more attention.The study of customer satisfaction oriented the Hangzhou B&B accommodation development strategies,will recognize the current situation in the B&B early development status,and identify existing problems,to help B&B toward to a healthy and mature direction in advance.The paper filtered 400 B&B through the Yilong travel online website based on the number of comments,based on the grounded theory to structure the B&B customer satisfaction index system.Based on Likert scale to 4000 comments which as sample data by "1-5" scoring,analyzed each index level of satisfaction,and provided the management improvement and overall practical recommendations for Hangzhou B&B.This paper is divided into five parts,the first part is an introduction,covering the background and significance,purpose and contents,methods and paths;The second part is a summary of the relevant literature,mainly about B$B accommodation,customer satisfaction and its measurement,content analysis and so on;The third part based on the theory of customer satisfaction,described the design and methods,and combined with grounded theory through the steps of open coding,selective coding,theoretical coding to build accommodation the customer satisfaction index system.The fourth part is the structure of research and analysis based on the customer satisfaction index system,marked ‘1-5' to the sample comments combined with the Likert scale one by one,turning it into data,considering each indicators,identified issues appear in the comments.The last part is the conclusion and prospect,sorted out the main conclusions of this study and insufficient,and put forward practical proposals for Hangzhou B&B management.The study results indicated the customer satisfaction of Hangzhou B&B to attain the high level,but there were still remain some problems,such as lack of characteristic,lack of experience setting.The conclusions of this study had the certain social and practical significance for the B&B actual development.