Hotel Strategy Research Articles

Post Crisis Communication Strategies Used in Crises Preparedness in the Tourism and Hospitality Industry in Naivasha Sub-County

Purpose: This study sought to evaluate the post-crisis communication strategies used in crises preparedness in the tourism and hospitality industry in Naivasha Sub-County in Nakuru County of Kenya. Methodology: Mixed research methodology was used in the study, particularly the dominant-less dominant parallel/simultaneous (QUAL + quan) design. A quantitative sample of 362 and a qualitative sample of the key informants was drawn from a population of 1092 employees using the multi-stage and purposive sampling techniques, respectively. The instruments of data collection were questionnaires for survey of the 362 respondents and interview guides for the key informant interviews. Descriptive and inferential statistics were used to analyze quantitative data and were subjected to regression analysis using SPSS software whereas qualitative data was analyzed thematically. Findings: The study found that various post-crisis communication strategies were used in crises preparedness in tourism and hospitality industry on Naivasha subcounty. A communication strategy that emphasizes protection of the reputation of the organization was popular among a larger portion of the respondents 60% (n=177). The study also revealed that as a post-crisis communication strategy, the management in the hotels was keen to give information that focuses on coping psychologically with a crisis situation. The hotels also ensured that keeping the image of the hotels through communication strategies would enhance crises preparedness. The findings in post-crisis communication strategies included the messaging that focuses more on rebuilding of the organization’s profitability. This was found to be strongly and positively associated with restoration of the hotel’s image (r=.610). Unique Contribution to Theory, Practice and Policy: The situational crisis communication theory guided the study. The study recommends that the Cabinet secretary in the Ministry of Tourism develop policies that spell and guide crisis management plans that acknowledge effective crisis communication strategies in hotels in the country. This study findings will inform academia and be a base for scholars in mass communication in carrying out further studies in communicative strategies used in crises preparedness. The study will also inform the hotel and hospitality management on the importance of allocating adequate resources on communicative strategies to be prepared for crises.

Communication Strategies Used during a Crisis in the Tourism and Hospitality Industry in Naivasha Sub-County

Purpose: Since tourism is highly susceptible to shocks, and effects of crises in the industry can lead to several direct and indirect repercussions, appropriate communication techniques and strategies are needed to proactively overcome or prevent crises. However, in Kenya, assessment of the same is glaringly insufficient, hence, the need for the current study. The study objective was guided by a research question; What are the during-crisis communication strategies used in crises preparedness in the tourism and hospitality industry in Naivasha Sub-county? Methodology: The study was conducted among hotels in Naivasha Sub-County of Nakuru County of Kenya using a mixed research methodology. Using a sample of 362 employees through multi-stage and purposive sampling techniques, questionnaires were used to collect data among employees while 28 key informant interviews were used among the hotel managers. Descriptive and inferential statistics were used to analyze quantitative data. Findings: The study concluded that during crisis communication strategies featured issuance of accurate and consistent messages, giving precautions, dissemination of information on how to cope physically as well as information on prioritizing self-protection. The communication strategies during the crisis influenced the preparedness in small and insignificant amounts (sig. = .968). The results showed that communicating on precautions during a crisis was a special way and strategy to contain the effect of the crisis. The study found that more than half of the hotel staff 175(59.5%) agreed that their organizations give accurate and consistent messages on crisis preparedness. Unique Contribution to Theory, Practice and Policy: The study recommends that the Cabinet secretary in the Ministry of Tourism develop policies that spell and guide crisis management plans that acknowledge effective crisis communication strategies in hotels in the country. For individual hotel operators and managers in Naivasha subcounty, provision of regular information on crisis, and having a crisis communication plan in the precrisis stage will educate and sensitize the employees of the possible risks and how to handle them. This study findings will inform academia and be a base for scholars in mass communication in carrying out further studies in communicative strategies used in crises preparedness. The study findings inform development and roll out of policies that guide crisis management plans in tourism and hotel industry.

Customer preferences while booking accommodation in hotels: Customer Behaviour and Hotel Strategies

Running a hotel is an exciting experience, but it also demands you to keep on top of the ever-changing hospitality environment. Understanding shifting visitor behaviour is one of the keys to being competitive in this dynamic sector. As society evolves dramatically, so does consumer behaviour, and this shift has a big influence on hotels. People's expectations for hotel stays, how they want to be handled, and how they book rooms are all changing. So, what's the deal? Understanding and adjusting to these changes will allow you to not only meet, but surpass, your visitors' expectations. More importantly, it opens a plethora of options for your company to expand. How these changes in visitor behaviour might affect your hotel company, and, more significantly, how you can turn these changes into opportunities that will help a hotel shine. This paper will help the hoteliers understand the main and vital preferences a guest might look for before booking an accommodation

Role of Artificial Intelligence in Revenue Management and Pricing Strategies in Hotels

Purpose: The general objective of the study was to investigate the role of Artificial Intelligence in revenue management and pricing strategies in hotels. Methodology: The study adopted a desktop research methodology. Desk research refers to secondary data or that which can be collected without fieldwork. Desk research is basically involved in collecting data from existing resources hence it is often considered a low cost technique as compared to field research, as the main cost is involved in executive’s time, telephone charges and directories. Thus, the study relied on already published studies, reports and statistics. This secondary data was easily accessed through the online journals and library. Findings: The findings reveal that there exists a contextual and methodological gap relating to the role of Artificial Intelligence in revenue management and pricing strategies in hotels. Preliminary empirical review revealed that the integration of artificial intelligence (AI) into revenue management and pricing strategies significantly enhanced the financial performance and operational efficiency of hotels. AI's ability to process large datasets in real-time improved demand forecasting and dynamic pricing, leading to increased revenue per available room (RevPAR) and average daily rate (ADR). Additionally, AI facilitated personalized guest experiences, boosting customer satisfaction and loyalty. Despite these benefits, the study identified challenges such as high implementation costs, data privacy concerns, and the need for robust data infrastructure. Addressing these issues through strategic planning and continuous staff training was deemed essential for maximizing AI's potential in the hotel industry. Unique Contribution to Theory, Practice and Policy: The Diffusion of Innovations theory, Technology Acceptance Model (TAM) and Resource Based View (RBV) may be used to anchor future studies on the role of AI in revenue management and pricing strategies in hotels. The study concluded that integrating AI into hotel revenue management and pricing strategies significantly enhances performance, contributing to both theoretical and practical advancements. It enriched the Diffusion of Innovations Theory by demonstrating factors influencing AI adoption in hospitality. Practically, it provided actionable insights for hotel managers on leveraging AI for improved key performance indicators and balancing dynamic pricing with customer satisfaction. Policy recommendations included establishing guidelines for AI implementation, enhancing data infrastructure, fostering a culture of innovation, and addressing skills gaps through training and development programs. The study emphasized the need for robust data management systems and regulatory support to facilitate AI adoption.

Revisiting the taxonomy of market exit strategies in hotels

Theories of service firm life cycle do not explain what happens to a hotel at the end of the decline stage. Although market exit is one of the possible outcomes of business decline, it is under-researched. Yet, such research is critical for understanding the options available to a hotel in a time of crisis. By interviewing senior managers with the experience of failed hotels (n=17), this study revisits a taxonomy of market exits to reconceptualize the decline stage of a hotel’s life cycle. The study shows that, on some occasions, market exits can affect hotels positively rather than negatively, thus leading to business regeneration. Investors/owners play a central role in market exits and their cognition determines how market exit impacts the business future. The study positions turnaround not as a market exit, but as a strategy which can lead a hotel to it or away from it.

Effects of Facilities Management on Workers' Performance in 3-5 Star Hotels in Nairobi County, Kenya

The aim of this study was to determine the influence of facilities management on workers' performance within the hotel industry, with a specific focus on maintenance management, workplace design and adherence to facilities regulations and standards in 3-5 star rated hotels in Nairobi County. The study employed a descriptive survey approach, and a purposive sampling technique was utilized to select 144 respondents' selected classified hotels. Data collection instruments included: self-administered questionnaires, interview guides and observation checklists. Descriptive statistics were analyzed through quantitative data, while qualitative insights were obtained from hotel workers. Major findings revealed that the majority of respondents, 52.8%, considered maintenance strategies in hotels as fairly efficient in supporting their daily work activities. 80% of staff and managers indicated that hotels provided training and safe procedures in response to facilities standards and regulations, including compliance with the Occupational Health and Safety Act 2007. However, a notable prevalence of accidents and injuries within these establishments was identified, which stood at 57.5%. On multiple regression analysis, maintenance management emerged as the most significant factor in predicting workers' performance, making a substantial contribution. Therefore, the study concludes that maintenance management plays a pivotal role in influencing workers' performance in the hotel industry. As a result, the study recommends that hotel management prioritizes preventive maintenance practices to reduce emergency maintenance and establish a sinking fund to address non-compliance with facility standards and health policies within hotels. These measures have the potential to enhance the overall performance and safety of workers, thereby contributing to the success and sustainability of the hotel industry.

Substitution between sharing accommodation and hotels: A behavioral economic demand curve analysis

Researchers have confirmed the substitution of sharing accommodation for hotels. The existing assessments of the substitution have primarily focused on the inverse relationship between sharing accommodation supply and hotel performance, with a lack of examination based on demand curve analysis. This study utilizes behavioral economic demand models to construct alone-price/own-price demand curves for hotels and cross-price demand curves for sharing accommodation to quantify the substitutive relationship between sharing accommodation and different hotel types. Furthermore, we explore the variations in this substitutive relationship by travel companion and customer group. The analysis is dual-directional, including both the substitutability of sharing accommodation for hotels and the reverse relationship. The findings inform market competition strategies for hotels and sharing accommodation.

Engaging hotel guests to reduce energy and water consumption: A quantitative review of guest impact on resource use in tourist accommodation

Compared to residential and commercial buildings, hotels use a high amount of resources in their operation, particularly electricity, water and gas. Resource use in hotels is influenced by both hosts and guests, however initiatives to reduce consumption are typically initiated by the host. To improve the effectiveness of host requests aimed at guests to use less resources, it is important to understand how hotel guests contribute to overall consumption. This study assesses quantitative resource consumption and occupancy data from two Australian case study hotels and investigates the impact of guest occupancy on net resource use. Agency theory is adopted as a framework to examine the host (principle) – guest (agent) exchange, and the agency costs associated with discretionary resource usage by the guest. It is found that guest numbers have little impact on net electricity consumption, however, are closely correlated with water consumption in both case studies. The findings suggest that strategies to reduce resource use are to be organised differently between electricity and water, with the former targeted at the hosts and the latter with the guests. Engaging with guests to reduce discretionary water consumption is expected to achieve greater reductions as compared to electricity and gas. The findings have implications for hotel operators and researchers toward designing and implementing effective resource use reduction strategies in hotels, and for understanding hotel resource use in the context of agency theory.

Preparing for a future crisis: using DEA-based performance analysis to assess initial pandemic responses in the Taiwanese hotel industry

PurposeTaiwan’s hotel industry was adversely impacted by the COVID-19 pandemic. This study aims to examine the effect of strategic choices by Taiwanese international tourist hotels before and during the pandemic environments.Design/methodology/approachA data envelopment analysis (DEA)-based Malmquist methodology is used in this study to provide a mechanism to assess Taiwanese hotel strategy performance. Changes in the productivity and performance of Taiwanese international tourist hotels were analyzed in the periods before and during the pandemic to uncover insights useful should a similar crisis occur in the future. Panel data were obtained from the annual report of international tourist hotels published by the Taiwan Tourism Bureau from 2017–2020. Two groups of hotels were analyzed in this study: city hotels and scenic hotels.FindingsThe findings of this study reveal that chain hotels tended to perform better than independent hotels in both city and scenic areas during the global pandemic. Specifically, the crisis caused a substantial decline in productivity and profitability for international tourist hotels in Taipei City during the COVID-19 period. Compared to city hotels, findings also indicate that most international tourist hotels in scenic areas were able to maintain better productivity, including larger-sized scenic hotels.Originality/valueThe DEA-based analysis provides unique and valuable insights for hotel firm leaders on how to better identify and make strategic choices when responding to future crises.

Conformity or differentiation? The effect of competitive strategy on hotel performance

Hotels often stay close to each other to exploit the agglomeration benefit. However, geographical proximity also parallels competition. This study used annual longitudinal hotel data from the 2016–2019 Indonesian Accommodation Survey to examine the relationship between competitive strategy and hotel performance. We constructed a capacity and quality distance index to capture hotel strategies and used the panel fixed effect method to address possible sorting behavior. Our estimates broadly suggest that conformity corresponds to a higher total revenue per available room. We attribute the result to labor pooling and lower consumer searching cost mechanisms. The results show that hotels that implement a conformity strategy in capacity or quality with neighboring hotels tend to have a higher total revenue per available room. It implies that a hotel’s conformity strategy can be a reference for investors and hoteliers in planning a profitable hotel business and creating sustainable and quality tourism.

Application of SWOT analysis to justify the strategy of hotel business enterprises

One of the important areas of action in Ukraine is the restoration of the sphere of activity of hotels with the reduction of restrictions after COVID-19 in the conditions of the russian federation's war against Ukraine. Using the experience of hotels in other countries will be useful in restoring the tourism industry in Ukraine. Disadvantages in the operation of hotels arise from the fact that management decisions are sometimes made intuitively, modern innovative management methods, such as SWOT analysis, are not used. The object of the research is the influence of the owner and management on the review of the business strategy in the critical use of the hotel's capabilities with the help of SWOT analysis. The problem of improving business management was solved at the stage of considering options for improving the hotel's operations. The results were to show the chance of choosing the optimal business strategy when systematically considering options for management decisions regarding the future of the hotel using SWOT analysis techniques. When applying a SWOT analysis, the weaknesses and strengths of the hotel are modeled; but it requires special statistical knowledge. In the paper, based on the processing of studied of the hospitality industry, examples of SWOT analysis experience for the implementation of business strategy by hotels in countries with a developed tourism market are indicated. Consolidated information is formed on the components of a SWOT analysis of a hotel business strategy according to the authors' proposals. The process of SWOT analysis in improving the activity of Ukrainian hotels at the stage of planning and implementation of strategic directions is revealed. The formation of an information base is outlined with an integrated approach in the process of implementation. Organizational measures for implementing the hotel strategy according to SWOT analysis are indicated. Conclusions are drawn and directions for further research are shown. The obtained results are the process of making management decisions based on a set of market data, which determines the application of a certain sequence of recognized stages (algorithm). A SWOT analysis, which was prepared by eliminating all the ideas of the participants and ranking them in order of importance, will combine a large problem into a report that is more understandable to individuals and must be put into practice by them.

Corporate Social Responsibility of Five-Star Hotels in Bali

This study aims at describing the CSR of five-star hotels in Bali, analyze the perceptions of the surrounding community towards hotel CSR and provide recommendations for CSR strategies for hotels based on the GRI Standards and local community perceptions. Respondent samples were selected using purposive sampling and data in the study were collected using interviews, documentation and questionnaires. This study uses an interactive model of qualitative data analysis techniques. The results of the study prove that: for the CSR the five-star hotels in Bali do not have an autonomous sector and do not have their own budgetary authority. Five-star hotels in Bali have also not reported their own CSR activities in the sustainability report. CSR activities of the hotels are mostly in the form of donations (philanthropy). 29% of the CSR activities of the hotels are perceived as low by the surrounding community, and in the end, this research is able to produce several recommendations for CSR management strategies for five-star hotels in Bali.

Comparative Analysis for Strategy Implementation in Indonesia's Hotel Business Sector During Covid-19

This paper examines the performance of differentiation strategies employed by two prominent holding hotel companies, Intercontinental Group, and ACCOR Group, within different hotel categories. This research objective is to compare the revenue performance of 3-star and 4-star hotels, specifically Holiday Inn and Holiday Inn Express (from Intercontinental Group) also Ibis and Novotel (from ACCOR Group). The data analysis involves the calculation of revenue percentages for each hotel category over seven years, from 2016 to 2022. This research adopts descriptive and comparative approaches by contrasting the performance metrics of RevPAR, Occupancy Rate, and Average Room Rate (ARR). In conclusion, in 2016-2019, both the 4-star hotels of ACCOR Group and InterContinental Group tended to experience a downward trend in performance on all metrics. However, on the metrics of ARR and RevPAR, Novotel looks to dominate Holiday Inns. Even though the Occupancy Rate (OCC) metrics, the two hotel brands are balanced. In the 3-star hotels, both hotels also experienced a downward trend in 2016-2019. Both Holiday Inn Express and Ibis were unable to withstand in 2020, so the decline in their performance plummeted. On the positive side in 2021-2022, both hotels seemed to be back on their feet with significant increases and Ibis from ACCOR Group tends to excel in all three metrics. In terms of revenue percentage, it can be concluded that the 3-star hotel strategy is successful even in uncertain conditions. Meanwhile, the 4-star hotel strategy needs to be evaluated whether it is resilient enough to deal with unexpected situations

Impact of the COVID-19 pandemic on the hotel strategy: Introductory assessment

Abstract The pandemic COVID-19 led to almost “zero tourism” worldwide, with unforeseen consequences for a certain period of time. The hospitality industry was one of the hardest hit sectors of tourism, resulting in unprecedented versatility of lodging establishments. This paper examines the impact of the COVID-19 pandemic on the hospitality industry, focusing primarily on the socio-demographic aspect of domestic demand in the Czech Republic. The gender of guests was found to have a strong impact on various safety requirements, such as maintaining a safe distance, reduced hotel capacity, or provided disinfection. In addition, women rated all COVID-19 measures higher than men. Other socio-demographic aspects, such as age and education, also have an impact on safety requirements. Consequently, the research findings can help develop new hotel strategies that keep the guest experience and profit optimization in mind.

Energy-Saving Operation Strategy for Hotels Considering the Impact of COVID-19 in the Context of Carbon Neutrality

With the advent of the post-epidemic era, the energy consumption characteristics of hotels have changed, which has an important impact on urban energy conservation. In order to contribute to the goal of carbon neutrality, this study discusses the energy-saving operation strategy of hotels considering the impact of the COVID-19 epidemic. Based on the energy consumption characteristics of large public buildings, this paper analyzes the energy consumption distribution and operation characteristics of hotel buildings in detail. By collecting energy consumption data from five typical large hotel buildings in a tourist city in southern China from 2018 to 2022, the impact of COVID-19 on hotel energy consumption and hotel business characteristics was discussed in detail. Combined with the economic development characteristic in the post-epidemic era, this paper explores the energy-saving strategies that hotels can adopt in the context of normalized epidemic prevention and control and obtains the optimal path of low-carbon economic operation of hotel buildings. This study reveals the energy consumption characteristics and energy-saving potential of hotel buildings, and provides enlightenment for hotel management and low-carbon development in the post-epidemic era.

Entrepreneurship in Hospitality and The Hotels in The Social Lifestyle of Residents

Despite increased scientific attention to tourism and hospitality entrepreneurship themes, there is still a general clearance of the inhabitants in relation to the hotels of their residence region, in terms of social frequency and lifestyle, caused by the fact that hotel strategies are designed only for their guests and very little for local residents. At a time when new tourism markets gain importance never felt before, this paper seeks to provide a new and in-depth understanding through a set of interviews conducted with 35 hotel professionals related to the frequency and type of consumption made by residents of the region in their hotels, as well as the entrepreneurial capacity that these companies have to get closer to local residents by creating innovative products or services more appropriate to this market segment needs, to integrate hotels more into the social lifestyle of locals residents.

AN EXPLORATORY FACTOR ANALYSIS OF THAINESS EXPERIENCE-CENTRIC SERVICE CONSTRUCTION FOR BOUTIQUE HOTEL GUESTS

The COVID-19 outbreak has inevitably impacted the global hotel industry, which will result in a shift from traditional services to personalized and specialized services to reduce the confrontation. This study was to examine the characteristics of Thainess experience-centric service (TECS), based on the perspective of boutique hotel guests during the COVID-19 pandemic, to develop and test scales for measuring TECS, a new component of boutique hotel services in Thailand. The quantitative method was administered. Multi-stage sampling was approached, and questionnaires were used to collect data from 112 self-identified boutique hotel guests via an online survey by Google form to examine the TECS attributes. Exploratory Factor Analysis (EFA) was used to refine the final instrument. The development process results in a reliable and valid TECS feature scale under the perspective of boutique hotel guests. It consists of 28 measurement scales that combine the services of a Thainess experience service, Thai atmosphere value, and Thai hospitality. To investigate attributes of Thainess experience-centric service (TECS) referring to the perspectives of boutique hotel guests to develop and test a scale for measuring the TECS, a new component of boutique hotel services. The quantitative approach was employed by using exploratory factor analysis (EFA). A study of 112 self-identified boutique hotel guests with a multi-stage sampling approach via an online survey by Google form during the COVID-19 pandemic. The TECS attributes under the perspectives of boutique hotel guests consisting of a 28-item measurement scale incorporating Thainess experience service, Thainess atmosphere value, and Thai hospitality. Boutique hotel guests also demonstrated their preferences towards hotel services as well as the basic demographic profiles and characteristics, which are useful for implementing hotel strategy enhancing guests’ satisfaction and exceed their expectations prior to the COVID-19 pandemic. The authors would recommend applying the TECS to refocus its practices to creates the guest experience in the hotel business. This research contributes towards value creation by using the strategy of cultural value in creating high-quality standards and it can create a positive experience and guest’s satisfaction. Hence, the cultural value of each society can be considered for creating the guest experience.

Effects of brand innovation and marketing dynamic capability on the performance of international hotels

The Covid-19 epidemic has resulted in a dramatic decline in hotel public consumption. Hotel performance must be enhanced through the use of a hotel marketing strategy to compete with others. The aim of this paper is to examine the relationship between the innovation of the brand, dynamic capability of marketing, brand communication, brand experience, and brand performance in Indonesian 3-5 star international hotels. The data for this study were acquired using an electronic questionnaire on Google Forms from 530 customers who stayed in hotels throughout Indonesia prior to and during the Covid-19 pandemic. Smart-PLS 3.2.9 was used to analyze the data using the outer model and the inner model. The findings indicated as follows: brand innovation has a positive effect on brand communication; dynamic marketing capability has a positive influence on brand communication; brand communication directly has a positive effect on brand experience; brand experience significantly has a positive effect on brand performance; brand communication directly has a positive effect on brand performance; brand innovation has a positive influence on brand performance, and dynamic marketing capability has a positive effect on brand performance. This study contributes to the worldwide hotel strategy’s global marketing efforts in order to compete and improve performance in an increasingly competitive hotel business.

Effective approaches for encouraging hotel guests’ voluntary bedding linen reuse behavior

Hotel strategies for encouraging guests to engage in pro-environmental behaviors – specifically, in linen reuse – have received much attention in the literature. This study investigated the most preferred messaging approaches and motivators for fostering tourists’ linen reuse behavior in hotels. Using data from surveys of 200 respondents, we took cultural differences into account to illustrate how Asian tourists differ from Western tourists in their attitudes and responses toward hotel linen reuse. The results revealed that the monetary incentive messaging approach was the most preferred approach for fostering linen reuse behavior in hotels. Multiple regression analyses disclosed that the effectiveness of different messaging approaches was driven by four underlying pro-environmental dimensions: environmental concerns, a request/clear expectation, a reward, and personal needs/habits. These findings increase the current understanding of green practices in hotels and provide practical implications for hotel operators and governments. • The monetary incentive messaging approach is the most preferred approach. • Monetary incentives highlight the mutual benefits to the guests and hotels. • Request/clear expectation trigger linen reuse behavior in hotels the most. • Asians value intrinsic rewards less important than Western tourists did.

Developing a strategic viability-fit model of mobile technology adoption in hotels

开发一项酒店移动科技应用的战略可行性模型研究目的尽管酒店中的移动技术 (MT) 具有预期的明显行业优势, 它们的采用速度比预期的要慢。本研究旨在确定酒店经理在其行业中采用 MT 时面临的问题和挑战, 以便我们可以确定采用和管理 MT 的战略位置, 并为酒店管理实践建立参考框架。研究设计/方法/途径：作者与管理人员和豪华酒店的高管进行了一系列焦点小组访谈 (FGI) 。 FGI 以半结构化的形式分组进行, 询问关于他们酒店采用 MT 的问题以及他们面临的挑战。 FGI 的文字记录使用扎根理论方法进行分析。研究发现：FGI 脚本的开放和轴向编码揭示了 15 个潜在挑战类别酒店的 MT。随后的选择性编码揭示了两个潜在的维度：可行性, 匹配度。有了这两个基本维度, 就可以开发出采用 MT 的战略模型。这模型确定了酒店中的四种 MT 采用策略：观察者、实验者、探索者和领导者。研究原创性/价值：这里开发和展示的模型可以帮助分析酒店在采用MT的战略定位采用。根据定位分析结果, 酒店经理可以适当地决定资源调动优先事项和部署时间。酒店; 战略; 热情好客; 科技; 采用; 焦点小组访谈; 可行性; 匹配度