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Hotel Marketing Research in the Perspective of Customer Experience Value

Author: ZhengMing
Tutor: CuiXun
School: Ocean University of China
Course: Business management
Keywords: Hotel customer experience value Experience marketing 4P experience marketing tactics 5E experience marketing tactics
CLC: F719
Type: Master's thesis
Year: 2010
Downloads: 360
Quote: 1
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Abstract

After experiencing agricultural economy, industrial economy and service economy, human society starts to enter into the experience economy. In the experience economy environment, people’s desire of experience is unprecedented. Personalized and multiple experience demand will continue to emerge, the customer’s concerns has shifted from the traditional effect value to the customer experience value which focus on the customers’subjective and mental needs. Enterprises will create more and more economic activity related to customer experience and rely on supplying excellent customer experience value to win. Therefore, in accordance with objective laws of economic development and in order to meet customers’growing experience demand, it’s necessary for the hotel to rethink and position hotel marketing model in the perspective of the customer experience value.In the condition of experience economy, in addition to achieving hotel accommodation and other basic functional value, the hotel customer concerns about more what kind of experience value the hotel can provide, which is created by hotel and customer, perceived and consumed by hotel customer itself. The creation of hotel customer experience value goes with the whole process of hotel’s service for customer and through all aspects of interaction of hotel and clients. This experience value is wonderful memories and unforgettable experience for customer, which is also a mean to avoid hotel product homogeneity and establish competitive advantage for hotel. Therefore, in order to better meet the experience needs of hotel customer, create a perfect customer experience value, but also to allow hotels to achieve customer satisfaction, gain customer loyalty, establish competitive advantage, foster core competence, hotel operators need to take the overall situation and re-structure hotel marketing model. First of all, the hotel should carefully analyze the needs of the customer experience, which is the premise of strategy development; Secondly, the hotel should analyze its own capacity, especially the drivers of hotel customer experience value and the strategic environment which the hotel lives in; Finally, the hotel uses STP marketing idea to complete hotel experience marketing strategy development. In addition, the hotel should build experience marketing-oriented organization, which provides guarantee for the practice of marketing through customer experience value-oriented hotel culture, customer experience value-oriented human resources management and the customer experience value-oriented organizational structure.On the Base of experience marketing strategy, hotel selects experience marketing tactics combination to obtain relative strategic goals.4P experience marketing tactics based on hotel perspective comes from traditional 4P marketing tactics which is improved and optimized on the customer experience value orient in product, price, place, promotion and other aspects of the original marketing tactics. It also the transitional marketing form that hotel coverts marketing from traditional to experience marketing tactics.5E experience marketing tactics based on customer perspective is entirely on the side of customers, which sees meeting multi-level customer experience demand as the highest goal. This tactics creates and enhances hotel customer experience through Experience, Environment, Event, Engaging, Effect and other strategic elements. In the process of applying specifically strategies, the hotel should coordinate the relationship between 4P and 5E strategy and innovate hotel marketing system around the hotel customer experience value, build experiential hotel, satisfy customer needs creatively, enhance customer satisfaction and loyalty, cultivate the Core Competence of the hotel.

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