What is the purpose and method of hotel marketing research in the era of big data?

The purpose is to analyze customer behavior more accurately, objectively and comprehensively. The methods of hotel marketing research include field investigation, questionnaire survey and data analysis. Marketing research enables hotels to constantly adjust marketing strategies according to the results of forecast analysis, improve the effectiveness of hotel customer relationship management and enhance customer stickiness. Questionnaire survey is a common method, through which customers' satisfaction and demand for hotel services and products can be known.