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호텔관계마케팅 적용을 위한 인터넷활용 가치에 관한 연구
한진수(Jin Soo Han) 한국호텔관광학회 2000 호텔관광연구 Vol.2 No.3
This paper study is about current use of the Internet as a relationship marketing tool on the hotel industry. The objective of Hotel as call Internet, is relationship marketing tools which is five step customer retention: ① Identify customer through database ② Improved make the product(service) more attractive ③ Inform to build customer`s knowledge ④ Tempt customers to purchase more regularly, try different products ⑤ Retain the customer by developing different forms of loyalty The Internet research identified the current use of the following mechanisms: information, reservation, loyalty programme, newsletter, special gestures, feedback, customer service, public relations, value-added service, employee web site, channel member, and customized research. Both relationship `marketing and the Internet combined together present a powerful competitive advantage for hotel at a time when there is increasing competition over a reduced customer base.
한진수(Jin Soo Han) 한국호텔관광학회 2000 호텔관광연구 Vol.2 No.2
The purpose of this study is to overview how to change hotel industry by new millennium circumstance. It was overview by 9 trend of hotel industry: 1) Hotel Customer`s Exchang 2) Hotel Operation 3) Mangement by hotel location 4) Expand of Hotel outsourcing 5) Hotel Knowledge Management 6) Role of Manager 7) Hotel Training 8) Emerging of Budget Hotel 9) Technology Millennium era will be technological advances, consumed pattern change, information by cyber generation, increasing knowledge management, and hotel operation change by computer which is express check-in and express check-out, guaranteed room service and in-room fax and modem connections. Those in the hotel industry who can offer services faster and more conveniently without diminishing quality. Moreover, The growing popularity of strategic alliances, M &A, partnership marketing, and co-branding efforts is further evidence of hotel marketers` pursuit to lower transaction costs by lowering marketing costs in millennium era.
한진수(Han, Jin-Soo) 한국관광연구학회 2003 관광연구저널 Vol.17 No.1
In this study, we was going to suggest that could objectively apply to the homepages of domestic hotels(deluxe level 29) in Seoul likewise, by evaluating the hotel homepage. The purpose of this study was to analyze official internet site of each hotel internet marketing approach. Content analysis of each hotel homepage was examined by the marketing 4Ps which is product mix, promotion mix, price mix and place mix. In accordance with evaluation elements, we proposed analysis result, problems and the development plan.