How to improve the competitiveness of rural hotel products

Rural hotels rose in the late 1980s, and its appearance is an inevitable requirement for developing rural tourism. Through investigation, the author found that at present, the theme culture construction of rural hotels does not reflect the rural characteristics and scale, the product development is still in the primary stage, the consumption level is low, basically conference-driven, and the "practical advantages" of hotels have not been brought into play. There is still a huge gap between the management level and service quality of the hotel and the market demand, and the actual income of the hotel is at a low level. It is urgent to improve the product competitiveness of rural hotels, which has become an urgent task to solve the problems of primary products, low output, backward service and lack of market in existing rural hotels. So how should the managers of rural hotels quickly improve the competitiveness of existing products? The author believes that to adhere to a general principle, it is necessary to focus on the tendentious psychology of mass consumers, grasp the ideas of seeking differences among rural tourists, and truly "listen with interest, watch with news and have fun." Specific efforts can be made from the following aspects: mining rural resources and increasing product color. Rural hotel operators should make full use of the unique local farm atmosphere and farming activities, enrich the service content, so that tourists can truly experience the return to nature and rural farming interests. In addition to the "green rural tourism" that has always been advocated, we can also put forward "orange rural tourism" and "yellow rural tourism" according to the soil color of the countryside. For example, tourists can go fishing with fishermen, go to the fields with farmers to cut rice and beat millet, or let them learn to cook various rural special foods by hand. Increasing the participation in tourism activities can attract guests, retain tourists and prolong their stay. For example, a rural hotel in a certain place in Taiwan Province Province, according to the market demand and local characteristics, transformed the original ordinary rural hotel into a hotel specializing in women and children, and achieved rich benefits and improved market competitiveness. In the service provided, we should strive to achieve "no one has me, no one has me, and no one has me." China's rural tourism resources are rich in cultural connotations, including simple and elegant rural buildings that reflect thousands of years of traditional culture, social organization forms and family relations, as well as rural festivals, farming methods and living habits with rich cultural connotations. Operators can dig out this cultural connotation, analyze and digest it deeply and in many ways, and make it penetrate into all aspects of hotel management. Establish local consciousness and maintain local color. Rural consciousness emphasizes a kind of overall atmosphere, relying on long-term internal construction, and consciously forms an "impressionable" overall atmosphere in the countryside during the development process. Consciousness is instructive, so it is very important to establish rural consciousness for the development of rural hotels. Maintaining the richness and authenticity of rural tourism products is the basis for the continued charm of rural hotels. Therefore, in the process of development, we must carefully analyze the historical development process of the village, explore the context of rural development, the evolution of living habits and folk customs, tap its unique charm and manifestations, and develop products with strong local flavor under the premise of protection. Excavate cultural connotation and develop product characteristics. Characteristic is the attraction of tourism products to tourists, and it is also one of the important principles in the development process. The natural and primitive ecological environment and traditional culture in rural areas are the most striking features different from urban reinforced concrete forests, and also the vitality of rural hotels. Being in the countryside, in addition to the rural characteristics, if you want to segment the market, you have to highlight the characteristics and personality. For example, Wangyangge, located in Pixian County, Chengdu, has launched ecological private rooms, ecological guest rooms and ecological machinery linen rooms, highlighting farmhouse music and simple style; Hejing Mountain Villa Equestrian Club, whose basic architectural style belongs to Japanese garden style, shows a certain oriental cultural color. On the basis of science, Wangyangge forms the green environmental protection and ecological environment of Suzhou garden building layout; Mon Tong Spring Country Hotel, a purely European-style villa building, is located in the countryside with no space restrictions. The quiet and empty environment has become the highlight of the hotel, and the exotic customs of various buildings can give guests who want to escape from the hustle and bustle of the city another home. Establish brand strategy and establish the reputation of the hotel. In today's increasingly fierce competition, many rural hotel operators are playing "low price" cards to compete for the market, forming a vicious competition model, which has become the bottleneck for the healthy development of rural hotels in China. Rural hotel sells service and experience, which is an intangible product that cannot be stored, which determines that it needs to establish brand strategy as a marketing method. As the symbol of an enterprise, brand is not only a powerful weapon for enterprises to gain competitive advantage, but also a passport for brand products to enter the international market. The author thinks that hotels should establish their own brands from the following aspects: First, market research and self-positioning. According to their own advantages, choose the target market, aim at consumption hotspots, and do a good job in brand positioning. For example, rural hotels located in the suburbs should make good use of the advantages of convenient transportation and proximity to urban areas, grasp the psychology of urban residents yearning for farm life, and make brand positioning with "farmhouse music" as the core value. Second, improve the level and quality management. "Brand takes products as the carrier", emphasizing building brands with products. Only excellent products can create high-quality brands. In other words, rural hotel operators can no longer blindly "low price", ignoring service quality and product innovation, and should improve the value of products through personalized design. Third, self-packaging, publicity and marketing. The key to brand building is not what enterprises want to say, but what consumers need you to say. Therefore, rural hotels should pay attention to cater to the needs of consumers and package themselves with the excavation of local resource characteristics and culture. The establishment of brand is actually the creation and marketing of ideas, and it is the brand of enterprises in the hearts of consumers. We should constantly innovate and promote ideas, means and methods, and shape our unique and stable image in the eyes of customers through various channels. Today, with diversified values and homogeneous products, rural hotels should build famous brands through media and advertisements on the basis of high quality and excellent performance. Hotel products should meet the core interests and needs of guests, create high-quality hotel products correctly, and meet the core needs and main needs of target customers as much as possible; Only in this way can we attract guests, seize guests, retain guests and satisfy them. As the "newborn" of the hotel industry, the creation and development of vitality products can not be ignored in the era of fierce competition in the market economy. Every village hotel has an unshirkable responsibility to make this newborn grow up better. (Author: College of Tourism, Sichuan Normal University)