Hotel Quality Evaluation and Promotion Strategy Based on IPA Analysis: An Empirical Case of Sofitel Hotel in Xining City

The quality of a hotel has a direct impact on customer satisfaction with the hotel, and determines the competitiveness and sustainable development of the hotel. This paper constructs the model of quality evaluation of hotel from five quality dimensions including service quality, hardware facilities quality, safety quality, management quality and dish quality, collects data of the quality evaluation of Sofitel Hotel in Xining by questionnaire. SPSS22.0 software was used to analyze hotel quality, Cronbach's alpha coefficient and KMO test revealed that the reliability and validity of the data are good, and four-quadrant analysis method was used to reveal the disadvantages and advantages of Sofitel hotel quality. The results show that: (1) the overall quality of the Sofitel does not reach the customer's expectations, the customer satisfaction with Sofitel's hardware quality is the highest, and the satisfaction with the management quality is the lowest. (2) In the future, the Sofitel should focus on improving management quality, strengthening the classified training of staff, improving service quality, maintaining the hotel facilities, strictly controlling the quality of safety and enhancing the customers' sense of security, updating the menu regularly, and launch their specials. This study can provide practical guidance and reference for hotels to improve their quality, market competitiveness and customer satisfaction.