호텔 및 관광산업의 전략집단과 국제화 성과

다국어 초록 (Multilingual Abstract)

Increasing internationalization of Korean firms necessitates the research efforts to explain the determinants of internationalization process and its performance outcomes. However little studies have been conducted in the field of service industry. Based on strategic group concept, We tried to find out the strategy types which facilitate the internationalization process of service industries.
The strategic group is a useful concept to depict the competitive landscape of intra-industry dynamics. It can succinctly describe the similarity of strategic behaviors of firms in the same strategic group. Internet marketing is an important research area due to its relative novelty and explosive growth. Internet marketing is defined as the process of building and maintaining customer relationship through online activities to facilitate the exchange of ideas, products, and services that satisfy the goals of both buyers and sellers.
We employed internet marketing activities as important criteria to classify strategic groups in Korean service industry. A new internet marketing activities developed by applying Porter(l985)'s value chain and value activity concepts. The value-activity marketing mix is composed of primary activities and supporting activities. Primary activities include service concept development, promotion, pricing, service offering and A/S & CRM, and support activities include internet marketing infra-structure, external marketing network, virtual community and procurement. By measuring the level of internet marketing activities of Korean service industry, especially, tourism and hotel industry, strategic groups could be classified.
The data for this study were collected from 118 Korean firms in hotel and tourist industries, which hold their own websites. Results from an empirical test are as follows: four strategic groups appeared through cluster analysis. Four groups are composed of (1) internet marketing leader group(40 companies), (2) internet marketing follower group(26 companies), (3) website promotion focus group(26 companies), and (4) A/S & CRM focus group(26 companies). The results shows that two strategy types, that is , the strategies of internet marketing leader group and promotion focus group facilitate the Korean hotel and tourism firms' internationalization process.

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