Analyzing the Relationship between Hotel Brand Image, Service Quality, Experience Marketing, and Customer Satisfaction under the Environment of Social Network

Abstract

Based on the development background of the social network environment, higher requirements are put forward for the development and transformation of hotels in the new era. As a representative industry in the service industry, the service quality and experience provided by the hotel can meet the feelings and needs of customers. According to the data of the hotel industry in previous years, it can be found that from 2015 to 2018, the average revenue of hotel rooms available for rent (RevPAR) decreased by 7.7%, 5.3%, and 7.7%, respectively; The occupancy rate dropped to the lowest point at the end of 2018 and then began to rise gradually. In addition, while the economy recovers, the tourism industry has driven the hotel industry. RevPAR has increased by—1.4% and 3.5% year-on-year, and the occupancy rate has increased by 3.6% and 2.0% year-on-year. In 2018, China’s star hotels generally showed an upward trend. This also shows the attraction of hotel brand logo to customers. By studying the factors such as brand image and service quality, we can establish the viscosity with customers. This paper explores the relationship between various elements and customers and puts forward effective suggestions in order to further improve the service level of the hotel.