顾客体验感知视角下的酒店场景化营销研究

Research on Hotel Scenario-Based Marketing from the Perspective of Customer Experience Perception

摘要: 体验经济背景下，消费者越来越注重消费体验。给顾客营造一个场景化的体验氛围，带来沉浸式的住店体验是当下酒店的应对之策。本文采用案例分析法，以深圳无印良品酒店作为研究对象，以从国内知名酒店预订网站上收集的评论文本作为研究内容，对深圳无印良品酒店实施场景营销给顾客带来的场景化体验情况进行分析，从酒店的服务、设施，氛围等方面归纳和总结顾客体验的情感倾向以及满意度，帮助酒店进一步掌握触动顾客的“场景点”，不断完善场景营销模式，以此满足体验经济时代顾客的体验需求。

Abstract: In the context of the experience economy, consumers are increasingly focusing on consumer experience. Creating a scenario-based experience atmosphere for customers and bringing an immersive hotel experience is currently the hotel’s response. This article uses a case study method to analyze the situational experience brought by the implementation of scenario marketing in Shenzhen Muyin Liangpin Hotel, using the review text collected from well-known domestic hotel reservation websites as the research object, and summarizes the emotional tendencies and satisfaction of the customer experience from aspects such as hotel services, facilities, and atmosphere, Help hotels further grasp the “attractions” that touch customers and continuously improve the scene marketing model to meet the experience needs of customers in the era of experience economy.