Marketing Research on Hotel Industry using WeChat to Transform Customer Traffic  

作　　者：WANG Yi GUO Xudong 

机构地区：[1]Tourism and Historical Culture College,Zhaoqing University,Zhaoqing,Guangdong 526061,China

出　　处：《Journal of Landscape Research》2022年第1期121-125,128,共6页景观研究（英文版）

基　　金：Sponsored by Special Project in Key Fields of Colleges and Universities of Guangdong Education Department(2021ZDZX4043);Philosophy and Social Science Project of Guangdong Province(GD17XGL03);General Project of Philosophy and Social Science of Zhaoqing City(18YB-02);Quality Engineering and Teaching Reform Project of Zhaoqing University(zlgc201816,zlgc201968,zlgc202110);2020 Annual Curriculum Ideological and Political Construction Project of Zhaoqing University。

摘　　要：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.

关 键 词：WeChat Social communication Private traffic HOTEL MARKETING 

分 类 号：G206[文化科学—传播学] F719.2[经济管理—产业经济] F274