|
Product strategy is a basic strategy of marketing 4P strategy, is directly related to the success or failure of the enterprise, companies conducting product portfolio often mistakes, so that the development of enterprises to be adversely affected, the hotel is also the enterprise, its products Unlike other companies, but also requires the use of a product strategy to optimize the product mix. Mountain Spa Hotel is located in the tourist area of ??the main landscape in mountainous or hilly areas, hot springs as the carrier as the main culture, health care, providing accommodation, catering, entertainment and other facilities and services for relaxation, it is one of the spa hotel kinds of special type. This study, the author attempts to identify the degree of importance of the products of the mountain spa hotel, mountain spa hotel guests empirical research to establish the importance of mountain spa hotel product evaluation system, and as a basis to explore the mountain spa hotel portfolio strategy. This study describes the spa tourism, Spa Hotel, portfolio literature, on the basis of the literature review, the importance of the research questions and mountain spa hotel product dimensions and design scientific questionnaire. Then the questionnaire issued by the two mountain spa hotel, statistical analysis of data. SPSS and Excel software the data descriptive statistical analysis, factor analysis, analysis of variance. We draw the following conclusions: ① mountain spa hotel guests are mainly young people, the higher educated, high-income groups, teachers, civil servants, professional and technical personnel and enterprises management. ② mountain spa hotel by the environment of the mountain spa hotel, service, Spa Resources and hot springs spa, food and beverage products, room, recreational products, meeting facilities and culture is composed of seven parts. ③ Mountain Spa Hotel guests population attributes and consumer experience evaluation of the importance of their products were varying degrees of impact. ④ Mountain Spa Hotel seven dimensions of the importance of the evaluation system, in turn mean descending order: the environment of the mountain Spa Hotel, the mountain Spa Hotel services, spa resources and Spa SPA, Mountain Spa hotel rooms, mountain Leisure Products, of Hot Springs Hotel Mountain Spa Hotel conference facilities and culture, mountain hot spring hotel food and beverage products. Finally, based on the above findings, the mountain spa hotel portfolio recommendations.
|