ABSTRACT

Based on the secondhand data of the hotel industry, this paper conducts an empirical test in order to study the relationship between within-group multimarket contact (WGMMC), service diversity and consumer rating. Besides, this paper also analyzes the moderating role of market reciprocity and travel experience. The empirical results show that WGMMC has a significant negative impact on hotels’ service diversity, and market reciprocity will strengthen the negative correlation between WGMMC and service diversity. Furthermore, there is an inverted U-shaped relationship between service diversity and consumer rating, and travel experience will weaken this relationship. By extending the impact of multimarket contact on corporate competitive behavior to the consumer side, this article enriches the empirical research in the field of dynamic competition. At the same time, this research also helps hotels expand their strategic vision, improve their relationship with consumers, and ultimately promote the healthy and orderly development of industry competition.

基于连锁酒店行业的二手数据，本文对组群内多市场接触、服务多样性与消费者评价之间的关系进行了实证检验，并分析了市场互换性与顾客旅行经验在其中发挥的调节作用。实证结果显示，组群内多市场接触对酒店服务多样性具有显著的负向影响，且市场互换性会加强这一负相关关系。此外，服务多样性与消费者评价之间呈倒U型关系，而顾客旅行经验会削弱这一关系。通过将多市场接触对企业竞争行为的影响扩展至消费端，本文丰富了动态竞争领域的实证研究。同时，本文还有助于酒店企业扩展战略视野、改善企业与消费者之间的关系，并最终促进行业竞争的健康有序发展。

摘要

本文基于酒店业的二手数据，进行实证检验，以研究组内多市场接触（WGMMC）、服务多样性与消费者评级之间的关系。此外，本文还分析了市场互惠和旅行体验的调节作用。实证结果表明，WGMMC对酒店服务多样性具有显着的负向影响，市场互惠会加强WGMMC与服务多样性的负相关。此外，服务多样性与消费者评价之间存在倒U型关系，而旅行体验会削弱这种关系。本文通过将多市场接触对企业竞争行为的影响延伸至消费者端，丰富了动态竞争领域的实证研究。

基于二手，本手手手对组群多，，服务多样性多样性与与消费者消费者评价评价之间关系关系进行进行检验检验检验检验。显示，组群组群市场接触接触服务的的负向影响影响影响影响影响影响影响影响影响影响影响影响影响影响影响负向的的的的的的的负向负向负向市场市场市场互换性，而关系经验会这这。将多接触接触对企业企业竞争竞争竞争行为影响扩展至消费端消费端消费端消费端视野、改造企业与消费者之间的关系，并最终促进行业竞争的健康有序展开。