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Abstract

With the advent of the internet, the rapid development of highly sophisticated information and communication technology (ICT) has had a paramount impact on both consumers and tourism enterprises in the 21stcentury. The fiercely competitive environment of the global tourism market has inevitably encouraged hotel operators to invest more in the latest information technologies (ITs), to give prospective tourists access to lodging information, vacation experiences, and comments about the destinations shared on Social Media (SM) or websites. As a result, hotels, and particularly Boutique Hotel (BH) operators need to closely follow rising tourism trends and harness the newest communication technologies. According to recent research, new tourist profiling shows a preference for small and medium scaled “BH” having a differentiating quality such as in its architectural design, decoration, furnishings, or quality of service. In our study, we will be primarily focusing on the effective marketing strategies that should be considered by BHs, and endeavor to put forth a coherent model for BH owners. Finally, we will perform an elaborate SWOT analysis about the marketing strategies of BHs operating in Istanbul, from which to draw some key recommendations.

精品酒店营销策略:以伊斯坦布尔为例

摘要

随着互联网的出现,高度发达的信息通信技术(ICT)的快速发展对21世纪的消费者和旅游企业都产生了至关重要的影响。全球旅游市场竞争激烈的环境不可避免地鼓励酒店经营者加大对最新信息技术(ITs)的投资力度,为潜在游客提供住宿信息、度假体验信息以及在社交媒体(SM)或网站上分享的关于目的地的评论。因此,酒店,尤其是精品酒店(BH)的经营者们需要密切关注新兴旅游发展趋势,并掌握最新的信息技术。最新研究表明,游客对在建筑设计、装饰、家具或服务质量方面能脱颖而出的中小规模精品酒店有所偏好。本研究将主要关注精品酒店应考虑的有效营销策略,并努力为精品酒店业主建立一系统的模型。最后,本文将对在伊斯坦布尔运营的精品酒店的营销策略进行详细的强弱优劣分析法(SWOT),从中提出一些重要建议。

关键词:住宿业;精品酒店; 营销传播; 旅游

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