문화기술의 융합 (The Journal of the Convergence on Culture Technology)

  • 제6권3호
  • /
  • Pages.33-43
  • /
  • 2020
  • /
  • 2384-0358(pISSN)
  • /
  • 2384-0366(eISSN)
국제문화기술진흥원 (The International Promotion Agency of Culture Technology)
권호 표지
DOI QR코드

DOI QR Code

숙박비 지불수준에 따른 호텔선택요인 차이연구

A Study on the Differences in Hotel Choice Factors according to the Payment Level of Accommodation Charge

  • 남택영 (신성대학교 호텔관광과)
  • 투고 : 2020.05.25
  • 심사 : 2020.07.09
  • 발행 : 2020.08.31
PDF 다운로드
⟨ 이전 논문 다음 논문 ⟩

초록

본 연구의 목적은 호텔이용고객을 대상으로 숙박비 지불수준을 조사하고, 지불수준(저가, 중가, 고가)에 따른 호텔선택요인의 차이를 분석하여 호텔 가격대별 고객유치를 위한 마케팅 방안을 제시하는데 있다. 연구목적을 달성하기 위해 2020년 2월 1일부터 2020년 4월 30일까지 호텔의 이용고객을 대상으로 설문조사를 실시했다. 총 350부의 설문지를 배포하여, 분석에 부적절한 45부를 제거하고, 최종적으로 305부의 설문지가 분석에 활용되었다. 분석결과, 집단 간에 가장 큰 차이를 보인 항목은 기본요인 중에서는 호텔크기, 조식메뉴, 레스토랑, 부대시설로 나타났다. 객실요인에서는 어메니티 부분이, 부대요인에서는 외부 관광 프로그램이 집단 간 차이가 있는 것으로 분석되었다. 핵심요인은 집단 간 차이를 보인 항목은 없었으나, 가장 중요한 요인으로 분석되었다. 이러한 내용을 바탕으로 마케팅 방안을 제안하면 다음과 같다. 저가 호텔은 고졸 학력의 20대 여성을 타겟으로, 저가형 가격정책과 프로모션을 하는 것이 효율적일 것이다. 중가 호텔은 대졸 학력의 40대 남성을 타겟으로, 셔틀버스 운영, 객실가격 프로모션, 직원서비스교육 등에 힘써야한다. 고가호텔의 경우는 20대 고졸 여성을 타겟으로, 전반적인 서비스 강화, 직원교육, 바이럴 마케팅 등이 중요한 것으로 분석되었다.

The purpose of this study is to investigate the level of payment of accommodation charge to hotel customers and to analyze the differences in hotel choice factors according to the level of payment(low, medium and high prices) to present marketing measures for attracting customers by hotel price range. To achieve the purpose of research, a survey was conducted on hotel customers from February 1, 2020 to April 30, 2020. A total of 350 questionnaires were distributed, eliminating 45 inappropriate copies for analysis, and finally utilizing 305 questionnaires for analysis. According to the analysis, among the basic factors, the biggest difference between groups was hotel size, breakfast menu, restaurants, and auxiliary facilities. It was analyzed that there are differences between groups in the amenity section in the room factor and outside tourism programs in the incidental factor. The main factors were analyzed as the most important factor, although there were no differences between groups. Based on this, the marketing plan is proposed as follows. Low-cost hotels are targeted at women in their 20s with high school diplomas, and it is recommended to have low-cost price policies and promotions. Mid-priced hotels are targeted at men in their 40s with college degrees, and they should strive to operate shuttle buses, promote room prices, and educate employees. In the case of high-priced hotels, it was analyzed that overall service reinforcement, employee education, and viral marketing are important, targeting high school graduates in their 20s.

키워드

참고문헌

  1. C. E. Lee(2011), The Difference Analysis of Determinant Attributes of Hotel Selection by the Foreign Hotel Customer's Consumption Propensity, Tourism Research, 26(1), 311-330.
  2. Y. H. Oh and S. W. Lee(2017), A Study on the Affect of Tourism Motivation on Tourism Satisfaction : Focused on Senior Tourists, International Journal of Advanced Culture Technology, 5(4), 10-14. DOI : 10.17703/IJACT.2017.5.4.10
  3. U. B. Jung and H. R. Lee,(2017), Core Attributes influencing the Room Rate of Deluxe Hotels in Seoul: Focused on a Hedonic Price Model, International Journal of Tourism Sciences, 41(3), 131-149. DOI : 10.17086/JTS.2017.41.3.131.149
  4. K. H. Park(2015), The Study on Market Segment of Social Commerce User in Accordance with Their Pursuit of Value, Tourism Research, 30(6), 285-302.
  5. Andersson, D.(2010). Hotel Attributes and Hedonic Prices: An analysis of Internet-based Transactions in Singapore's Market for Hotel Rooms. The Annals of Regional Science, 44(2), 229-240. https://doi.org/10.1007/s00168-008-0265-4
  6. Chen, C. and Rothschild, R(2010). An Application of Hedonic Pricing Analysis to the Case of Hotel Rooms in Taipei. Tourism Economics, 16(3), 685-694. https://doi.org/10.5367/000000010792278310
  7. Monty, B. and Skidmore, M.(2003). Hedonic Pricing and Willingness to Pay for Bed and Breakfast Amenities in Southeast Wisconsin. Journal of Travel Research, 42(2), 195-199. https://doi.org/10.1177/0047287503257500
  8. Roubi, S. and Little John, D.(2004). What Makes Hotel Values in UK? A Hedonic Valuation Model. International Journal of Contemporary Hospitality Management, 16(3), 175-181. https://doi.org/10.1108/09596110410531168
  9. J. M. Kim and Y. K.. Jeong(2000), A Study on the Customer's Choice Factors for Hotel in Kyungju, Journal of Tourism Management Research, 8, 56-73.
  10. S. K. Chon(2005), (A) Study on the Attributes in Selecting Airport Hotels, Graduate School Kyonggi University, 92-93.
  11. J. S. Park(2020), The Impact of Brand Experience on Brand Prestige and Willingness to Pay a Premium Price : Focusing on the Boutique Hotel, Master's Thesis, Graduate School of Kyung Hee University, 97-99. I804:11006-200000286247
  12. N. H. Park. and Y. H. Yu(2018), Analyzing Determinants of Airbnb Accommodation Price Using the Hedonic Price Model, Journal of Tourism Management Research, 22(6), 425-442. DOI : 10.18604/tmro.2018.22.6.22
  13. H. S. Kim(2015), An Exploratory Study of the Hotel Room Sales Promotion by Direct Costing: Focused on Empirical Study of Low Variable Cost Based on Price Discount Strategy in the Room Sales Promotion's Main Factors, International Journal of Tourism and Hospitality Research, 29(2), 133-143. UCI : G704-001491.2015.29.2.011
  14. J. T. Kim, G. S. Kim and K. Y. Kong(2002), The Relationships Among Personal Value, Lifestyle, Hotel Selection Attribute and Satisfaction., Tourism Research, 17(2), 125-142. UCI : G704-000941.2002.17.2.008
  15. W. S. Kim(1992). Marketing Principle Seoul: Gyeongmunsa.
  16. Jones, P. and Chen, M.(2011). Factors Determining Hotel Selection: Online Behaviour by Leisure Travellers. Tourism and Hospitality Research, 11(1), 83-95. https://doi.org/10.1057/thr.2010.20
  17. Li, G., Law, R., Vu, H. and Rong, J.(2013). Discovering the Hotel Selection Preferences of Hong Kong Inbound Travelers Using the Choquet Integral. Tourism Management, 36, 321-330. https://doi.org/10.1016/j.tourman.2012.10.017
  18. Tsai, H., Yeung, S. and Yim, P.H.L.(2011). Hotel Selection Criteria Used by Mainland Chinese and Foreign Individual Travelers to Hong Kong. International Journal of Hospitality & Tourism Administration, 12(3), 252-267. https://doi.org/10.1080/15256480.2011.590738
  19. S. G. Lee(2019), A Study on Determinants of Expenditure in Leisure Culture Consumption Market, The Journal of the Convergence on Culture Technology, 5(4), 43-49.
  20. J. S. Lee(2006), A Study On The Price Competitiveness in Korea Hotel, Journal of Tourism Management Research, 10(2), 195-215.
  21. X. L. Zhang,(2009) The Empirical Study of the Effects of Price Promotion On Brand Loyalty - Focused on the 4, 5 star Hotel in Shanghai China, Master's Thesis. Graduate School Kyung Hee University.
  22. I. J. Ha(2000) A Study of Hotel Choice Attributes 랙 Female FIT, Master's Thesis. Graduate School of Sejong University, 127-128.
  23. D. K. Kim and I. S. Kim(2017), An Analysis of Hotel Selection Attributes Present in Online Reviews Using Text Mining, The Tourism Sciences Society of Korea, 41(9), 270-274. DOI : 10.17086/JTS.2017.41.9.109.127
  24. C. K. Jeon(2007), A Study on The Importance & Performance for The Convention Destination and Hotel Selection Attributes of Convention Planners, Ph. D. Thesis. Graduate School of Paichai University.
  25. S. H. Jung(2009), The Effec of Hotel Bakery Brand Imageand Choice Attributeson the Purchase Behavior Intention, Master's Thesis. Graduate School of Business Administration, Dong-Eui University.
  26. N. K. Song(2019), Hotel Kids Product Selection Attribute Impact on Behavioral Intention, Master's Thesis. Graduate School of Human Environmental Sciences Yonsei University. I804:11046-000000522959