Research on Optimizing Hotel Marketing Strategies Based on Consumer Behavior

With the continuous development of Internet technology and significant changes in consumer behavior patterns, the hotel industry is facing increasingly fierce market competition. Through in-depth analysis of consumer behavior, this article reveals the key factors that affect hotel consumer decision-making and proposes targeted marketing strategy optimization suggestions. The research results show that strengthening brand building and reputation management, implementing personalized services and precision marketing, improving service quality and customer experience are effective ways to enhance hotel competitiveness. This research not only provides theoretical support and practical guidance for the hotel industry, but also provides reference and guidance for other service industries in optimizing marketing strategies.