酒店女性住客消费特征与偏好分析*--以福建为例

摘要

With the arrival of sheconomy,female-friendly floor and guestroom which once disappeared several years ago emerges again today.Therefore,many prominent hotels strive to put forward new strategies to enlarge their female market share,howev-er,some of them fail.The reason is that they don’t know about the female guests’needs and consumption preferences accurately, but only follow ,imitate blindly or create gimmicks.So this paper takes a survey on the female guests in 26 lodging enterprises in Fuj ian province,and does a statistical analysis on the data.The results show that,most of the female guests have a salary about RMB4001~8000,and a college degree or above,and business and leisure are their main motive.80% female consider price as the first issue when they choose the hotel.Nearly 70% female make reservation by internet or telephone,and about 90% female guests stay in the hotel less than 3 days.But only 1/3 female guests are satisfied with the hotel service.Based on the result above ,this paper puts forward some targeted measures in market positioning,product designing and marketing.%“她世纪”的到来使得酒店业界一度消失的女性楼层、女性客房悄然重生,一些新锐酒店也纷纷各出新招来扩大自己的女性市场份额。然而,由于一些酒店没有对酒店女性住客的需求特征、消费偏好等进行透彻地分析和调查,而只是出于盲目跟风、简单贴标签或制造噱头等原因,导致其推出女性酒店产品却面临叫好不叫座,甚至无以为继的境地。基于此,本文对福建省内的26家住宿企业的女性住客进行调查访谈,并对调查结果进行了统计分析。分析结果表明：酒店女性住客多为月收入在4001-8000元之间、学历在大专以上的中青年职业女性,出游动机主要为商务、休闲两大类,在选择酒店时,80%女性将价格作为首要考虑因素,近70%女性住客通过网络、电话预定酒店,近90%的女性住客在酒店停留时间在3天以内,在消费满意度方面,只有1/3左右女性对酒店服务表示满意等。基于本文的调查分析结果,本文提出应该针对女性住客的消费特征进行针对性市场定位、产品设计、营销推广,才能真正做好女性住客市场。