A study of marketing strategies for the tourist hotels in western china

This paper explores the marketing management strategies for the tourist hotels in the western regions of China. Statistic analysis of the tourist hotel industry in Western China indicates the characteristics of the hotels there are limited number, low grade and small scale at large. The author argues that the customer satisfaction strategy by means of competing through service quality is a wise choice for such kind of medium and small hotels in Western China. A survey was conducted at seven tourist hotels in China's western regions to investigate the service quality and customer satisfaction of western hotels. The data analysis indicates that the customer satisfactioh'of the hotels in western region just basically reaches tourists' requirements and it has a long distance from being satisfactory. Additionally, in the present stage, the tourists of western hotels pay more attention to the hardware quality of the hotels than their software quality. Based on the results of the survey, the hotels in Western China are suggested to enhance their customer satisfaction by perfecting their service system, improving service reliability and timeliness, and emphasizing the practicability and comfort of their facilities and equipment.