Exploration on the Promotion Mode of Featured Hotels in Coastal Cities in the New Media Period

Abstract

Yin, P., 2020. Exploration on the promotion mode of featured hotels in coastal cities in the new media period. In:Yang, Y.; Mi, C.; Zhao, L., and Lam, S. (eds.), Global Topics and New Trends in Coastal Research: Port, Coastal and Ocean Engineering. Journal of Coastal Research, Special Issue No. 103, pp. 1106–1110. Coconut Creek (Florida), ISSN 0749-0208.Featured hotel products are typical experience products when the experience economy theory is applied in the hotel industry. From the perspective of customer experience, this paper studies the cultural characteristics of hotel products that depend on special resources. This paper reviews the relevant literature on customer experience, experience products, characteristic hotels, theme hotel products, and makes case analysis on typical theme hotels at home and abroad. The data was collected through questionnaires, descriptive statistical analysis, factor analysis, variance analysis, paired sample T-test and IPA analysis were used to validate the research model and research hypothesis. This paper analyzes the empirical research conclusions and puts forward the management strategies of theme hotel products, which include: accurately positioning the market; comprehensively grasping the key elements of theme hotel products, i.e. interpreting the theme connotation from four aspects: theme concepts, theme environment and atmosphere, theme facilities and products, theme activities and services; building sustainable competitive advantage; fully implement customer experience management, etc.