International Journal of Business Management and Economics and Trade, 2024, 5(1); doi: 10.38007/IJBMET.2024.050104.
Yuerong Wang
Institute of Cultural Tourism and International Exchange, Yunnan Open University, Xuefu Road No.118, Kunming, Yunnan, China
In recent years, the market demand for parent-child tourism has been robust, with many hotel products actively transforming towards parent-child themes to seize market share. However, many hotels on the market offer parent-child products with low experiential and participatory quality. During the marketing process, they often take advantage of the industry's momentum for parent-child travel, using children as a marketing theme to create hype and attract attention without substance. This paper takes Hotel A as a case study, analyzes the characteristics of hotel customer demand, and summarizes targeted product marketing strategies, with the aim of providing reference for the marketing of other parent-child hotels. In recent years, family travel has gradually become the main consumption method for consumers both domestically and internationally. Parent-child tourism, as a new type of tourism model, has also received increasing attention and emphasis. The market size for parent-child tourism continues to grow and expand. At present, the development of domestic parent-child travel products is still in its infancy, with the hotel industry investing resources and introducing a large number of parent-child themed hotel products. These parent-child hotels not only meet the needs of family travel but have also become an indispensable part of the accommodation and leisure entertainment for parent-child tourists during their trips. However, many hotels on the market offer parent-child products with low experiential and participatory levels. During the marketing process, they often exploit the trend of the parent-child travel industry, using children as a marketing theme to create hype and attract attention without substance. Therefore, it is very necessary to analyze the characteristics of hotel customer demand and to explore targeted marketing strategies for parent-child hotel products. This paper takes Hotel A as a case for analysis and discussion.
Parent-Child Hotel Products, Marketing Strategies, Hotel Hyper-Segmentation Market User Analysis
Yuerong Wang. Research on Marketing Strategies for Parent-Child Hotel Products Based on the Needs of the 'New Middle Class' Family"-A Case Study of Hotel A. International Journal of Business Management and Economics and Trade (2024), Vol. 5, Issue 1: 25-33. https://doi.org/10.38007/IJBMET.2024.050104.
[1] Cao, C.C. Research on the Development Strategy of Family Tourism Market for Hainan Hotel Complexes. Hainan Tropical Ocean University.
[2] Deng, C.L., Yang, H.M., Liu, F., et al. The Transformation and Breakthrough of Hotel Parent-Child Marketing Methods in the New Economic Environment. Chinese Science and Technology Journal Database (Full Text Edition) Social Sciences: 00045-00046.
[3] Chen, L. Analysis of Pain Points and Solutions in the Parent-Child Tourism Market. Contemporary Tourism, 2018(3): 2.
[4] Zhang, Y.N. Hotel Personalized Services under the Parent-Child Travel Market. 2021.
[5] Ma, X.L. Analysis and Product Innovation Research of Hotel Parent-Child Market from the Perspective of Experiential Tourism. Journal of Anyang Normal University, 2021(2): 6.
[6] Xue, Y. Research on the Development of Nanjing Parent-Child Tourism Products from the Perspective of Experience. Nanjing Normal University, 2017.
[7] Deng, X., Xie, R.J. Research on the Quality of Parent-Child Services in Sanya Resort Hotels. Science and Industry, 2022, 22(3): 5.