Understanding consumers in luxury resorts : a case study of naked Retreats, China
Jiang, Le (2017)
Jiang, Le
Turun ammattikorkeakoulu
2017
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2017121321156
https://urn.fi/URN:NBN:fi:amk-2017121321156
Tiivistelmä
As the development of economy in China, people living standards is experiencing dramatical improvement, the market of luxury resorts in China has been increasingly prosperous, numerous of luxury resort sprung up in past decade. However, the development of luxury resorts in China is unbalanced, corporations invest a large amount of money in building and operating luxury resorts, the profit is not satisfying. The problem is that companies are focusing on the competition of price and luxury. As the most important elements in operating luxury resorts, high-quality services and creativity are also what consumers expect. Therefore, understanding consumer behavior has become the critical topic for the development of luxury resorts in China. Based on the case study of naked Retreats, this thesis mainly discussed luxury resorts and influencing factors of consumer behavior. Besides, based on the research, there were suggestions related to the enhancement of customer retention on luxury resorts.
The research questions of this thesis involved the analysis of the main influencing factor of consumer behavior in the industry of luxury resorts at the company naked Retreats and the suggestions related to enhance customer retention. Quantitative research was applied during the study, questionnaires was sent to the consumers of naked Retreats by e-mail and Wechat.
The results of this research showed that the factors of family, role and status, economic situation, motivation, perception and social class have significant influence on consumer behavior when considering about travelling in luxury resorts at the company naked Retreats in China, which provided the fundamentals of enhancing customer retention in luxury resorts.
The research questions of this thesis involved the analysis of the main influencing factor of consumer behavior in the industry of luxury resorts at the company naked Retreats and the suggestions related to enhance customer retention. Quantitative research was applied during the study, questionnaires was sent to the consumers of naked Retreats by e-mail and Wechat.
The results of this research showed that the factors of family, role and status, economic situation, motivation, perception and social class have significant influence on consumer behavior when considering about travelling in luxury resorts at the company naked Retreats in China, which provided the fundamentals of enhancing customer retention in luxury resorts.