A Neural Network Model for the Relationship between Hotel Marketing Strategies and Performance Based on Nonlinear Random Matrix Theory

Abstract

The homogenization of hotel competition has become a key problem faced by the hotel enterprises. According to the marketing theory, one perfect marketing strategy will improve hotel performance. Based on nonlinear random matrix and neural network model, this paper empirically analyzes the relationship between different marketing strategies and hotel performance from the aspects of hotel demand collection, strategy support, performance matching, and strategy regulation. The results show that the hotel performance based on product marketing strategies is the best, which has improving hotel performance about 5%. In contrast, the hotel performance based on people-oriented marketing strategies is the worst. Therefore, we believe that the hotel enterprises should pay attention to the adjustment of product structure and the role of people in hotel operation and management. Adjusting product structure, strengthening hotel information construction, and paying attention to talent cultivation play an important role in improving hotel performance, in order to provide useful reference for the development of other hotels.