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论文编号：	14652
作者编号：	2120223673
上传时间：	2024/6/5 17:00:08
中文题目：	酒店的感官营销线索对消费者再购买意愿的影响研究
英文题目：	Research on the Impact of Sensory Marketing Clues in Hotels on Repurchase Intention
指导老师：	张永强
中文关键字：	酒店营销；感官营销；消费者满意度；再购买意愿
英文关键字：	Hotel marketing; Sensory marketing; Consumer satisfaction; Willingness to repurchase
中文摘要：	随着全球化步伐的加快与旅游业的蓬勃发展，酒店业作为旅游业的关键支柱，正经历前所未有的变革。全球化使旅游业的边界日益模糊，国际游客流动更趋频繁，这为酒店业带来广阔的发展空间。旅游业的繁荣也推动了酒店业的迅猛发展，酒店数量与日俱增，服务质量持续提升，以满足不断增长的旅游需求。 在此背景下，酒店业面临着激烈的市场竞争。消费者在选择酒店时，越来越注重品质、服务与环境。因此，酒店业需不断提升竞争力，吸引并留住消费者。感官线索作为消费者体验的核心要素，对购买决策和满意度具有显著影响。这些线索涉及消费者通过视觉、听觉、嗅觉、味觉和触觉等感官接收到的酒店产品信息，直接影响消费者对酒店的感知和评价。深入研究感官线索对购买意愿的影响机制，对酒店业发展具有理论与实践意义。理论上，这有助于我们深入理解消费者行为和心理，揭示感官线索在决策过程中的作用，为营销策略制定提供科学依据。实践上，这有助于酒店业更精准地把握消费者需求，优化产品和服务，提升竞争力，实现可持续发展。 本研究通过梳理相关文献和理论，构建了感官线索影响购买意愿的理论框架，涵盖感官线索的定义、分类、作用机制及与购买意愿的关系。在此基础上，采用问卷调查和数据分析等方法，实证研究了感官线索对购买意愿的影响。结果显示，感官线索通过影响消费者认知和情感，进而影响购买意愿。若感官线索能引发消费者兴趣和共鸣，将产生积极认知和情感态度，提升购买意愿；反之，若感官线索无法吸引消费者或留下负面印象，将降低购买意愿。此外，研究发现酒店星级和消费者收入水平在感官线索与购买意愿间起调节作用。不同星级的酒店品牌形象和市场定位各异，提供的感官线索亦有所不同。消费者对不同星级酒店期望和要求各异，接收感官线索时的反应亦有所差异。因此，酒店应根据自身星级和消费者群体，制定差异化营销策略。例如，通过精心设计的装修风格和色彩搭配，营造温馨舒适的氛围；通过提供个性化服务和关怀，让消费者感受到贴心和尊重；通过优化房间布局和设施配置，提升居住体验。然而，本研究仍存在一定局限性。未来研究可扩大样本范围，提高普适性；尝试多种研究方法相结合，深化研究；关注新兴感官线索形式的发展，为酒店业提供更全面的指导。 综上所述，本研究通过探讨感官线索对购买意愿的影响机制，为酒店业提供科学的营销策略建议。通过优化感官线索、制定差异化营销策略等方式，酒店业可更好地满足消费者需求，提升竞争力，实现可持续发展。
英文摘要：	With the acceleration of globalization and the flourishing development of the tourism industry, the hotel industry, as a key pillar of the tourism industry, is undergoing unprecedented changes. The prosperity of the tourism industry has also driven the rapid development of the hotel industry. The number of hotels is increasing day by day, and the service quality is continuously improving to meet the growing demand for tourism. In this context, the hotel industry is facing fierce market competition. Consumers are increasingly focusing on quality, service, and environment when choosing hotels. Therefore, the hotel industry needs to continuously enhance its competitiveness, attract and retain consumers. Sensory cues, as a core element of consumer experience, have a significant impact on purchasing decisions and satisfaction. These clues involve the hotel product information that consumers receive through visual, auditory, olfactory, taste, and tactile senses, directly affecting their perception and evaluation of the hotel. Thoroughly studying the impact mechanism of sensory cues on purchase intention has theoretical and practical significance for the development of the hotel industry. In theory, this helps us to gain a deeper understanding of consumer behavior and psychology, reveal the role of sensory cues in the decision-making process, and provide scientific basis for marketing strategy formulation. This study constructed a theoretical framework for the influence of sensory cues on purchase intention by reviewing relevant literature and theories, covering the definition, classification, mechanism of action, and relationship between sensory cues and purchase intention. On this basis, the impact of sensory cues on purchase intention was empirically studied using methods such as questionnaire surveys and data analysis. The results show that sensory cues affect consumer cognition and emotions, thereby influencing purchase intention. If sensory cues can arouse consumer interest and resonance, it will generate positive cognition and emotional attitude, and enhance purchase intention; On the contrary, if sensory cues fail to attract consumers or leave a negative impression, it will reduce purchasing intention. In addition, research has found that hotel star ratings and consumer income levels have a moderating effect on the relationship between sensory cues and purchase intention. The brand image and market positioning of hotels with different star ratings vary, and the sensory clues provided also vary. Consumers have different expectations and requirements for hotels with different star ratings, and their reactions to sensory cues also vary. Therefore, hotels should develop differentiated marketing strategies based on their own star ratings and consumer groups. Future research can expand the sample range and improve universality; Attempt to combine multiple research methods to deepen research; Pay attention to the development of emerging forms of sensory cues and provide more comprehensive guidance for the hotel industry. In summary, this study provides scientific marketing strategy recommendations for the hotel industry by exploring the impact mechanism of sensory cues on purchase intention. By optimizing sensory cues and developing differentiated marketing strategies, the hotel industry can better meet consumer needs, enhance competitiveness, and achieve sustainable development.
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