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http://dx.doi.org/10.17703/JCCT.2020.6.3.33

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

Nam, Taeg-Yeong (Dept. of Hotel & Tourism, Shinsung Univ)
Publication Information
The Journal of the Convergence on Culture Technology / v.6, no.3, 2020 , pp. 33-43 More about this Journal
Abstract
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.
Keywords
Hotel Accommodation Charge; Payment Level(low, medium, high price); Hotel Choice Factor;
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Times Cited By KSCI : 4  (Citation Analysis)
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