基于顾客需求的星级酒店网站功能评价——以广州市60家星级酒店为例

发布时间：2018-10-23 12:02

【摘要】：酒店网站功能作为酒店信息化的研究要点之一,已有成果多关注网站本身的结构和内容,忽视了酒店网站为其顾客服务的本质。本文在确定网站功能结构和评价指标的基础上,首先利用问卷调查法了解顾客对于酒店网站功能的需求,然后对60家样本酒店的网站进行了访问,分析其所具有的功能。研究认为,目前广州市星级酒店网站功能不能满足顾客的需求,基础层能提供简单的酒店信息,但忽视了酒店顾客的旅游需求;主体层的功能不能满足顾客了解特色、提前体验和信息交流的需求,不具个性化;核心层的功能与顾客需求不对称,信息更新不及时,客户关系管理不健全,没有实现基础层和主体层的功能的增值组合与动态优化。因而,要使酒店网站真正成为酒店管理和营销的有效工具,必须充分考虑酒店顾客需求。
[Abstract]:As one of the main points of hotel information research, the function of hotel website pays more attention to the structure and content of the website itself, and ignores the essence of the hotel website serving its customers. On the basis of determining the function structure and evaluation index of the website, this paper first uses the questionnaire method to understand the customer's demand for the function of the hotel website, and then visits the website of 60 sample hotels and analyzes its functions. The research shows that the function of the star-rated hotel website in Guangzhou can not meet the needs of the customers, the basic layer can provide simple hotel information, but the tourist needs of the hotel customers are ignored, and the functions of the main layer cannot meet the needs of the customers. The demand of early experience and information exchange is not individualized, the function of core layer is not symmetrical with customer demand, the information update is not in time, the customer relationship management is not perfect, and the function of foundation layer and main layer is not added value combination and dynamic optimization. Therefore, in order to make the hotel website become an effective tool for hotel management and marketing, we must fully consider the needs of hotel customers.
【作者单位】：华南师范大学旅游管理系;北京大学旅游研究与规划中心;
【基金】：广东省自然科学基金博士启动项目(8451063101000696)
【分类号】：F719;F49

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