韓國호텔企業의 서어비스 마아케팅戰略開發에 관한 硏究 = (A)study on the development of service marketing strategy for the Korean hotels

다국어 초록 (Multilingual Abstract)

Since the industrial revolution, the rapid but steady development of business has made a great contribution to meeting the human craving for tangible goods. However, there is no denying that the increased tangible goods is also responsible for increasing the social value of nonmaterial services. Accordingly, the relative importance of the service industry in the total business seems to be on the steady increase. What is most keenly felt in this regard is the need for formulating a unique concept or theory on the maketing activity of service industry. But the fact is that the theoretical systematization of service marketing has not yet been realized.
In light of the fact that service marketing should be theoretically systematized, this, dissertation is primarily aimed at analyzings the problems of service marketing centering around the hotel business in Korea. It is also aimed at developing hotel service marketing strategy, through the empirical analysis of hotel service marketing, thereby proposing alternative measures to cope with marketing strategy problems.
To attain the primary purposes of this study, its scope of study is limited to certain time period and content. A questionnaire was used to elicit relevant data from the sample users of selected hotels in Seoul.
The second chapter mainly deals with the concept and classification of service, the peculiar characteristics of marketing in the service industry, the functions of modern hotels, the unique characteristics of hotel service, the change of service marketing mix and the analysis of important environmental factors affecting hotel business. Through this analysis, it was found that the qualty of service and the quality of service offered are inseparable and that, in many cases, the hotel clients chose particular hotels on the basis of their image or impression. As the result, the management of the quality of service became the most important problem. Service marketing mix used by hotels showed considerable difference from that of existing marketing mix. But since, scholars vary in their opinions concerning the components of the modified mix, in this study I have adopted the mix slightly modifying its contents and components based on the conventional marketing mix, that is 4 ps.
The environmental factors affecting hotel service include, as independent variables, (1) the international environment, (2) the environment of tourism in competing countries, (3) the environment of tourism in supplying countries, and (4) the domestic environment of the destination countries. As a subordinate variables, the environmental factors include the environment of tourist destinations and the policy measures on tourism support in Korea.
In order to establish a standard for marketing development in hotel service, based on the theoretical review conducted in the second chapter, the third chapter is focused on establishing the category of hotel service marketing. Included in the mix category are the object of tourism, the medium of tourism, sales promotion, and the prices of tourism. These in turn are divided into the personal service, the food and beverage services, the transportation and convenience service, the price service, and the sales promotion service.
Included in the environmental category are international competition in tourism, the environment of tourism in supply countries, and the domestic enviornment of tourist destinations countries, all of which are dealt with in the second chapter.
Adopting, as a standard of hotel service marketing mix, the model of R. Doswell's hotel marketing mix, I have restructured and redevelopment it in a way to best fit the object of this study and, at the same time, broken down its characteristic traits into investment and production. Investment is regarded as setting target, investigation, analysis, and plan. The production, on the other hand, is regarded as the effect of investment concerning the heightening of the degree of satisfaction on the part of tourist, the maximum income of hotel, and the standard in the process of circulation of investment and production.
The standard of environmental factors, like the standard of Mix is also roughly classified into the process of investmental factors have been closely examined in good harmony with each other, grafting both together.
The fourth chapter examins the managerial environment of tourism and the actual conditions of hotel management, merely in an attempt to examine the real situation of hotel service. It also analyzes the present condition of a specific hotel, surveying the reactions of its guests.
Based on the analysis of the fourth chapter, the fifth chapter is concerned with pointing out the problems related to hotel service marketing, such as (1) the absence of a marketing department, (2) the lack of a system to cope with the changing of managerial environment, (3) the lack of a standard in personal service, (4) inadequacy of skilled man power and no practical application of a manager system, (5) the need for a screening system to grade hotels, and (6) the lack of a system to decide prices rationally, etc.
This chapter also suggests the measures to improve hotel service marketing problems according to the above standard of mix. The specific improvement measures include (1) the strategy to balance tourism demand, (2) the strategy to satisfy the psychology of tourism consumption, (3) the strategy to expand the tourism transportation system, (4) the strategy to improve the educational circumstances, (5) the countermove to cope with the change in the circumstances of tourism support, etc. I have also proposed the scope of time and area relating to these strategic plans, along with the measures to be taken to realize the object of hotels, and the steps to be taken to develop guide lines for hotel service marketing.

목차 (Table of Contents)

• 目次
• 第1章 序論 = 1
• 第1節 問題의 提起 = 1
• 第2節 硏究의 目的 = 3
• 第3節 硏究의 方法 = 3
• 第4節 硏究의 範圍 및 限界 = 4
• 第2章 호텔서어비스 마아케팅의 理論的 背景 = 5
• 第1節 서어비스業 마아케팅의 特性 = 5
• 1. 서어비스의 槪念 = 5
• 1) 서어비스의 定義 = 5
• 2) 서어비스의 特性 = 11
• 2. 서어비스業의 마아케팅 特性 = 25
• 1) 서어비스業의 性格 = 25
• 2) 서어비스業의 마아케팅 特性 = 27
• 第2節 서어비스 마아케팅 믹스 = 33
• 1. 서어비스 마아케팅에 대한 接近 = 33
• 2. 서어비스 마아케팅 믹스의 變化 패턴 = 35
• 第3節 서어비스 마아케팅과 그 環境 = 40
• 1. 마아케팅 環境의 意義 = 40
• 2. 서어비스 마아케팅과 그 環境 = 40
• 第4節 호텔經營과 서어비스 마아케팅 = 41
• 1. 現代호텔의 槪念과 機能 = 41
• 2. 호텔서어비스의 特性 = 42
• 3. 호텔經營과 서어비스 마아케팅 = 43
• 第3章 호텔서어비스 마아케팅 開發의 準據設定 = 46
• 第1節 準據設定의 根據 = 46
• 1. 槪觀 = 46
• 2. 內外環境의 變化 = 47
• 3. 觀光環境의 變化 = 50
• 1) 觀光需給의 變化 = 50
• 2) 經濟成長과 高度産業 社會化 = 52
• 3) 生活의 質과 餘暇, 觀光 및 消費態度의 變化 = 54
• 4) 國際移動文化의 變化와 觀光文化의 定着 = 55
• 5) 호텔서어비스의 變化 = 57
• 6) 制度·機構·行政의 變化 = 58
• 第2節 호텔서어비스 마아케팅의 範疇設定 = 58
• 1. 호텔서어비스 마아케팅 믹스 = 58
• 2. 호텔서어비스 마아케팅 環境 = 61
• 1) 國際環境 = 62
• 2) 觀光競爭國家群의 環境 = 62
• 3) 觀光供給國家群의 環境 = 63
• 4) 觀光目的地의 國內環境 = 63
• 第3節 호텔서어비스 마아케팅 믹스 決定基準 및 環境要因 準據 = 64
• 1. 호텔서어비스 마아케팅 믹스 決定基準 = 64
• 2. 호텔서어비스 마아케팅 環境要因 準據 = 66
• 第4章 韓國 호텔經營實態 및 서어비스 마아케팅 現況分析 = 69
• 第1節 觀光經營 環境分析 = 69
• 1. 經濟·經營的 側面 = 69
• 2. 地理的·國土性 側面 = 74
• 3. 社會·文化的 側面 = 78
• 4. 國際環境的 側面 = 83
• 1) 世界의 GNP 成長推移 = 84
• 2) 人口增加率과 都市化 現象 = 84
• 3) 世界觀光의 變化推移 = 85
• 4) 觀光客 送出國의 아웃바운드 變化 = 87
• 5. 觀光環境과 호텔經營과의 相關性 = 88
• 第2節 호텔經營 實態分析 = 82
• 1. 施設規模 및 地域的 分布 = 92
• 1) 地域別, 等級別 客室數 現況 = 92
• 2) 地城別, 規模別 現況 = 92
• 2. 利用人員 및 收入現況 = 92
• 1) 利用人員 現況 = 92
• 2) 收入現況 = 96
• 3. 營業收入 및 營業費用明細 = 97
• 1) 營業收入 明細 = 97
• 2) 營業費用 明細 = 99
• 4. 從事員 雇傭現況 = 99
• 1) 營業分野 = 99
• 2) 管理分野 = 99
• 5. 財務構造 現況 = 111
• 1) 貸借對照表 分析 = 111
• 2) 損益計算書 分析 = 111
• 3) 財務比率 分析 = 114
• 第3節 서어비스 마아케팅 現況分析 = 117
• 1. 觀光客體(product) 現況 = 117
• 1) 人的서어비스 現況 = 117
• 2) 食飮料서어비스 現況 = 120
• 2. 觀光媒體(place) 現況 = 122
• 3. 促進活動(promotion) 現況 = 123
• 4. 價格決定(price) 現況 = 127
• 1) 特定品目別 價格現況 = 127
• 2) 價格決定過程 및 參與範圍 = 130
• 第4節 投宿客 反應調査 = 132
• 1. 調査槪要 = 132
• 2. 調査結果 要約 = 132
• 第5章 호텔서어비스 마아케팅의 課題와 戰略開發 = 138
• 第1節 課題 = 138
• 1. 믹스 準據上의 課題 = 138
• 2. 環境要因 準據上의 課題 = 139
• 第2節 戰略開發 = 140
• 1. 믹스準據에 의한 戰略開發 = 140
• 1) 觀光客體(product) = 140
• 2) 觀光媒體(Place) = 141
• 3) 促進活動(Promotion) = 141
• 4) 價格決定(price) = 143
• 2. 環境要因準據에 의한 戰略開發 = 143
• 1) 觀光需給 均衡化戰略 = 143
• 2) 觀光消費心理 充足戰略 = 147
• 3) 觀光交通體系 擴充戰略 = 149
• 4) 敎育環境 改善戰略 = 151
• 5) 人口構造變化 對應戰略 = 152
• 6) 觀光支援與件變化 對應戰略 = 155
• 3. 호텔서어비스 마아케팅 開發의 段階的 實施戰略 = 160
• 1) 時間規模에 의한 戰略 = 161
• 2) 地域規模 및 對象에 의한 戰略 = 162
• 3) 호텔서어비스 마아케팅 指標開發의 段階的 戰略 = 163
• 第6章 要約 및 結論 = 165
• 參考文獻 = 168
• 設問調査表 = 176
• 英文抄錄 = 179