七月 9, 2020

英国论文代写:酒店行业的社交媒体营销

本篇由英国论文代写提供的文章的主要内容是讲酒店行业的社交媒体营销,是由我们英国论文时论文代写机构提供的。

英国论文代写:酒店行业的社交媒体营销

当多家酒店通过同一渠道进行营销时,消费者的选择基数很大,这对酒店进行营销和与同类酒店区分是一个挑战。社交媒体营销是非常零散的,消费者会根据价格、服务、位置、供应、食品质量和折扣等因素不断改变他们的决定。这些因素使得忠诚的顾客变成了跳购的顾客,他们通过社交媒体等折扣网站获得的利益不断改变忠诚度。

英国论文代写:酒店行业的社交媒体营销

Barutcu和Tomas(2013)提出,许多酒店有不同的社交媒体策略,这些策略的效果也是不同的,变化的。如果酒店将社会化媒体营销作为吸引消费者的主要工具,那么当设计的策略得到适当的实施,市场条件合适且具有可观赏性时,酒店就能够得到他们想要的结果。然而,如果酒店没有正确地使用社会化媒体营销,结果就会很糟糕,他们也失去了传统营销的好处。Xiang和Gretzel(2010)补充说,消费者对旅游相关的搜索会将搜索引向酒店和目的地组织的社交媒体网站。这表明社交媒体网站越来越重要,潜在旅行者可以通过这些网站进入反馈页面,获得关于酒店及其服务的所有信息,以及过去消费者对酒店的看法,这些信息可以帮助他们做出适当的决定。然而,这些网站的使用取决于酒店是否遵守自己的承诺,以及酒店是否有能力继续向消费者提供承诺。

英国论文代写:酒店行业的社交媒体营销

Lanz, Fischhof和Lee(2010)谈到了酒店开始采用社会化媒体营销的创新方式,并利用这些网站向消费者展示新的形象。两位作者谈到喜达屋酒店是如何第一个采用社交媒体营销的,为消费者提供旅游服务,让他们登录社交媒体页面并参与其中。这种拥抱在当时更加一致,并且随着时间的推移不断增加。然后酒店集团为他们的每个品牌制作了单独的页面,这导致了个人品牌认知度的激增。这样的网站有潜力使个别品牌从竞争对手中脱颖而出,尽管是同一组,它可以设法拉出一个独立的品牌身份。

英国论文代写:酒店行业的社交媒体营销

Consumers have a large choice base when there are multiple hotels marketing through the same channel, and this becomes a challenge for the hotel to market and differentiate itself from same category hotels. The social media marketing is very sporadic and consumer keeps changing their decisions based on several factors like price, services, location, offers, food quality, and discounts. These factors have converted loyal customers into hopping consumers who keeps changing their loyalty with the benefits they are able to garner through discount websites including social media websites.

英国论文代写:酒店行业的社交媒体营销
Barutcu and Tomas (2013) puts forward that many hotels have different social media strategies and the effectiveness of these strategies is also different and changing. Hotels who use social media marketing as a primary tool for capturing consumers are able to get their desired results when the strategy designed is implemented properly and the market conditions are appropriate and appreciating. However, when hotels do not use social media marketing properly, the results are poor and they also lose out on the benefits of traditional marketing. Xiang and Gretzel (2010) add that travel related searches for consumers have been directing the searches to social media sites of hotels and destination organisations. This indicates the growing importance of social media sites, where the prospective traveller is directed to the feedback page and can get all information about the hotel and its services, past consumer views, and these information supports them to make an appropriate decision. However, the use of such sites is subject to the adherence of the hotel to its own commitment made, and its ability to keep providing what it promises to give to the consumer.

英国论文代写:酒店行业的社交媒体营销
Lanz, Fischhof and Lee (2010) talks about the innovative ways in which hotels have started to embrace social media marketing and using these sites to present a new image to consumers. The authors talk about how Starwood hotels were the first to embrace social media marketing with a trip offer for consumers to log on to their social media page and participate. The embracing was more consistent then on and has been increasing with time. The hotel group then made separate pages for each of their brands and this led to a surge in individual brand recognition. Such sites has the potential to make individual brand stand out from the competitors and in spite of being of the same group it can manage to pull a separate brand identity.

Copyright © 2020 · Essay Times 论文时 All Rights Reserved · Service & Product Provided Are Used Solely for The Purpose of Research Only