Research on the Deep Demand of guesthouse Social Media Marketing for Generation Z

Abstract

Contemporary' Generation Z' has a consumer demand for personalized experience in the hotel market. The consumption attribute of "pursuing uniqueness, paying attention to experience and preferring to socialize" has already occupied a dominant position in the hotel industry today, which has forced the hotel marketing logic to change accordingly, and narrative communication of new media is one of the ideal ways to adapt to this trend. Therefore, this paper discusses the methods to meet the uniqueness of the Z generation, and finds that there are some shortcomings in the current guesthouse marketing, such as homogenization of content, superficial narration and dislocation of channels. The reason is that it does not pay attention to the unity of the needs of the Z generation in three aspects: "experience+emotion+socialization". Starting from refining the needs of the Z-generation group, this paper proposes to build a "three levels of innovation" in the product and marketing of guesthouse from "deep extraction of cultural symbols-multi-platform narrative matrix-user co-creation precipitation", which is helpful to help guesthouse get rid of the fate of "traffic is king" and realize an advanced "Z-generation business model" whose value is determined by its intrinsic value.