目的地型饭店品牌体验与顾客满意度关系研究  

The relation between brand experience and customer satisfaction in the destination hotels.

作　　者：黄浏英[1] 黄茹茹[1] 

机构地区：[1]浙江大学管理学院,浙江杭州310058

出　　处：《浙江大学学报（理学版）》2014年第2期231-237,共7页Journal of Zhejiang University（Science Edition）

基　　金：浙江省教育厅项目(Y201121016)

摘　　要：以目的地型饭店这一新兴饭店业态作为研究对象,从顾客感知层面研究目的地型饭店品牌体验与顾客感知价值以及顾客满意度之间的关系.通过问卷调查获取相关数据,并用SPSS 19.0与AMOS 17.0统计分析软件进行数据分析,得到了以下结论:①目的地型饭店具有旅游休闲吸引力,能够吸引顾客离开常住地到此作短暂停留;②目的地型饭店顾客的消费动机并非单纯食宿,而是更加关注全方位的度假休闲体验;③在品牌体验的5个维度中,关联体验对顾客感知价值与满意度具有最显著影响,而思考体验则最不显著.在此基础上,提出了有效提升目的地型饭店顾客满意度的管理建议.The relationship among brand experience, customer perceived value and customers satisfaction in terms of destination hotels is researched. First of all, as an emerging cultural format, the destination hotel based on expert interview and literature review is defined. Secondly, a series of literature review and field research combined with the characteristics of the destination hotels on the basis of the existing theory of brand experience, customer per- ceived value and customer satisfaction are carried on. Afterwards, a field research on the relationship among brand experience, customer perceived value and customer satisfaction are conducted. By questionnaires and data analysis, four conclusions are obtained as follows： ①Booming of destination hotels is a new trend which can attract customers to leave their home to enjoy a temporary residence; ②The needs of customers for destination hotels differ from the ordinary hotel customers; ③Among five dimensions of brand experience, related experience poses the most significant impact on customer perceived value, while thinking experience has the least. Finally, some suggestions to improve customer satisfaction are provided according to the conclusions.

关 键 词：目的地型饭店 品牌体验 感知价值 顾客满意 饭店品牌 

分 类 号：F590[经济管理—旅游管理] C93[经济管理—产业经济]