친환경 호텔의 운영속성에 대한 호텔직원과 고객의 인식차이와 전략적 시행방안에 관한 연구

국문 초록 (Abstract)

본 연구는 최근 세계적으로 관심이 모아지는 지구온난화와 이상기후, 오존층의 파괴 등으로 위기의식과 더불어 환경의식이 높아지면서 녹색 소비자가 점진적으로 증가되고 있으며, 이에 따라서 호텔 기업에서도 변화하고 있는 고객의 트랜드와 니즈를 파악하고 그에 대처할 수 있는 전략적인 시행 방안을 마련하는데 기초 자료를 제공하는데 있다. 이와 같은 연구 목적을 달성하기 위해서 호텔을 이용하는 고객뿐만 아니라 친환경 호텔을 운영하는 직원들의 환경에 대한 인식수준을 함께 연구하기 위하여 직원들의 부서별 환경인식수준을 파악하고, 고객의 인구 통계적 환경인식을 조사하였고, 고객과 직원의 친환경 속성의 인식차이를 비교하였다. 본 연구를 위한 자료 수집을 서울과 인천의 특급호텔 13개를 선정하여 조사하였다. 2011년 11월 10일부터 11월 16일까지 7일 동안 630부의 설문지를 배포하여 492부를 회수, 불성실한 설문지 31부를 제외한 총 461부가 연구에 사용하였다.

가설들에 대한 결과를 알아보면 다음과 같다.

첫째, 가설1은 친환경 운영속성에 대한 호텔 직원의 인식을 소속 부서별로 분석한 결과는 부분채택이 되었다. 12개의 요인 중에서 3개의 요인에서는 유이한 차이는 식음료부서, 객실부서, 관리부서 순으로 인식수준이 높은 것으로 나타났다. 그 외의 9개 요인은 유이한 차이가 없는 것으로 나타났다. 이는 전 호텔 직원들이 객실부문의 환경에 대한 인식수준이 보통이상 수준으로 평준화되었음을 의미한다. 둘째, 가설2는 친환경 운영속성에 대한 고객의 인식은 인구 통계적 특성에 따라 비교한 결과 부분 채택 되었다. 특성별로 알아보면, 성별, 연령별, 소득별 특성은 기각되었으며, 학력별, 국적별 특성에서 친환경 속성에 따라서 부분 채택 되었다. 객실환경 요인에서는 한국, 미국, 일본, 중국고객 순으로 인식수준이 높았으며, 관리부문은 일본, 중국, 미국, 한국고객 순으로 인식수준이 높았다. 이는 친환경 속성에 따라서 인식수준이 국적별 다양하게 나타나고 있으나 미국과 일본이 높은 인식수준을 나타내고 있다. 셋째, 가설3은 친환경 운영속성에 대한 직원과 고객의 인식 비교의 결과는 부분 채택되었다. 식음료 부문의 소모품 절약의 포장재 감소와 천 냅킨 사용과 관리 부문의 물 보전 요인인 물 재활용과 그린카드 프로그램에서만 유이한 차이를 보였고 나머지 10개 속성에서는 차이가 없는 것으로 나타났다. 이와 같이 2개의 요인에서 직원의 인식이 고객 보다 높은 것으로 나타났다. 유의한 차이가 없는 요인 10개중에서 객실 에너지 절감, 객실 일회용품 제한, 객실 물 보전, 관리 부문 물 보전 4개 요인에서 다소 높은 인식을 나타났다.

다국어 초록 (Multilingual Abstract)

There have been greenhouse gas emissions, water pollution and damage to nature as a result of corporate activities. Destruction of the environment heighten people the sense of crisis and consumers prefer eco-friendly products. Therefore, when considering this situation, hotel corporations should also fulfill eco-friendly management. The purpose of this study is to offer basic data about strategic implementation plan for eco-friendly hotel after identifying differences in recognition between hotel staff and customers about eco-friendly operation attributes. This study was carried out a survey for employees and customers at the five star, the first and second class hotels located in Seoul and Incheon.
As implications of this study, both customers and employees highly recognize energy saving, water reuse and waste recycling. In other words, water and energy expenses can be reduced by implementing eco-friendly management.
This study showed that both hotel employees and customers like organic and eco-friendly materials even if the price is higher. Based on this result, hotel corporations can develope differentiated high valued products such as organic healthy menus, eco-friendly bath products and eco-rooms. Eco-friendly hotels are contributing to the low-carbon green growth and can fulfill corporate social responsibility.

목차 (Table of Contents)

• 목 차
• 제1장 서론
• 제1절 문제의 제기 및 연구목적
• 1.문제의 제기 및 연구의 필요성····················································1
• 2.연구의 목적··········································································3
• 제2절 연구의 구성 및 범위····························································4
• 제2장 이론적 배경
• 제1절 친환경 경영의 배경과 개념
• 1. 친환경 경영의 개념·······························································6
• 제2절 친환경 호텔의 개요 및 친환경 서비스 속성
• 1. 친환경 호텔의 등장 배경 및 개념·············································10
• 2. 친환경 호텔관련 선행연구······················································11
• 3. 친환경 호텔 인증제도···························································13
• 4. 친환경 호텔 서비스 속성 도출·················································16
• 5. 국내 친환경 호텔 경영 사례···················································22
• 6. 해외 친환경 호텔 경영 사례···················································25
• 제3절 환경 인식 및 경영 전략
• 1. 환경 인식········································································28
• 2. 경영 전략········································································30
• 3. 친환경 호텔의 경영 전략······················································36
• 제3장 연구의 설계
• 제1절 연구 모형
• 1. 연구 모형의 설계·······························································38
• 2. 가설의 설정·····································································39
• 제2절 변수의 조작적 정의
• 1. 객실부문의 환경 속성···························································40
• 2. 식음료 부문의 환경 속성·······················································40
• 3. 관리 및 기타 부문의 환경 속성···············································42
• 제3절 조사 표본의 설계 및 통계 분석 방법
• 1. 표본의 선정 및 설문지 구성···················································43
• 2. 통계 분석 방법···································································45
• 제4장 실증 분석
• 제1절 표본의 인구 통계적 특성······················································46
• 제2절 기술 통계 분석 및 신뢰성 분석
• 1. 객실부문 친환경 속성 기술통계 및 신뢰성 분석·····························49
• 2. 식음료 부문 친환경 속성 기술 통계 및 신뢰성 분석························50
• 3. 관리 부문 친환경 속성 기술 통계 및 신뢰성 분석···························51
• 제3절 가설 검증 분석 및 결과························································51
• 제5장 결론
• 제1절 연구의 요약 및 연구 결과
• 1. 연구의 요약··········································································64
• 2. 연구의 결과·········································································65
• 제2절 연구의 시사점···································································67
• 제3절 연구의 한계점 및 향후 연구 방향
• 1. 연구의 한계점·······································································68
• 2. 향후 연구 방향·····································································69
• 참고문헌······················································································70
• 조사 설문지··················································································74
• Abstract······················································································90