Modeling the Influence Mechanism of Hotel Consumers' Purchase Intention Based on Bayesian Networks

Abstract

This article aims to explore the influencing mechanism of hotel consumers' purchase intention and provide scientific decision-making basis for hotel managers. The research adopts Bayesian network as the theoretical framework and modeling tool, and through multi-channel and multi-level data collection methods, it covers many dimensions such as price, service quality, hotel facilities, geographical location, brand reputation, customer evaluation, personalized service and social media influence. By constructing and verifying the influence mechanism model of hotel consumers' purchase intention based on Bayesian network, this article finds that service quality and customer evaluation have a direct and significant impact on consumers' purchase intention; The price, hotel facilities, geographical location and other factors indirectly affect the purchase intention through the interaction with other factors. Word-of-mouth communication on social media has also proved to play an important role in consumer decision-making. The results of this study deepen our understanding of hotel consumer behavior and provide targeted marketing strategy suggestions for hotel managers.