We found a match
Your institution may have access to this item. Find your institution then sign in to continue.
- Title
Marketing Research on Hotel Industry using WeChat to Transform Customer Traffic.
- Authors
WANG Yi; GUO Xudong
- Abstract
The hotel industry is trying to use "private traffic" to promote direct channel reservation. From the perspective of social trust, the structural equation model is used to verify the social interactions between hotel and customers on WeChat, the interactions between customers' WeChat friends, WeChat community interaction, and the relationship between brand communication and hotel direct sales. The results show that the interaction between customers' WeChat friends and WeChat community interaction can promote customers to order hotel products from the hotel's direct channel, and brand communication plays two completely opposite moderating roles in this process. Therefore, it is proposed that hotels should use WeChat to carry out marketing work strategically, so as to avoid excessive dependence on distribution channels.
- Subjects
HOTEL marketing; HOTELS; MARKETING research; STRUCTURAL equation modeling; HOTEL sales &; prices
- Publication
Journal of Landscape Research, 2022, Vol 14, Issue 1, p121
- ISSN
1943-989X
- Publication type
Article
- DOI
10.16785/j.issn1943-989x.2022.1.026