호텔 결혼예식의 활성화 방안에 관한 연구 = (A) Study on the Strategies to Activate the Hotel Weddings

다국어 초록 (Multilingual Abstract)

A hotel enterprise generates its revenues from selling rooms, food and beverage products, and other facilities. The selling of rooms customarily comprises 60% of the revenue of a hotel, food and beverage 30%, and other facilities the rest 10%. The wedding at hotel can raise the income of food and beverage as well as the general income of the hotel during the off-season. This study examined the factors the consumers consider important and how these factors influence the satisfaction with the attributes in hotel wedding and the customers' intention to purchase the hotel wedding products. The collected questionnaires were diagnosed with the SAS 6.12 and SAS 10.0 statistical package programs and multi-regression analysis and ANOVA.
The research findings are as follows: First, the attributes in selecting hotel wedding influence the two factors of satisfaction at hotel wedding. Second, the satisfaction with the wedding ceremony influences the intention of purchasing hotel wedding. Third, the demographic characteristics indicate a statistically significant difference in the attributes of selecting hotel wedding. Fourth, the demographic characteristics showed the statistically significant difference in the satisfaction level in hotel wedding. Fifth, the demographic characteristics reveal the statistically significant difference in the intention of purchasing hotel wedding products.
The research findings give the following suggestions: First, the consumers evaluate the hotel facilities as well as the provided product service and food and beverage service as the wedding is conducted in the hotel. Therefore, the promotion of the existing hotel facilities can enhance the satisfaction of the consumers and give the positive effect in the purchase of hotel wedding products. Second, as the consumer behaviors and demographic characteristics indicate, the consumers with high income who frequently use the hotel facilities are more likely to purchase the hotel wedding products. Especially the consumers who frequently purchase rooms and the food and beverage service showed the highest intention of purchasing hotel wedding products. Accordingly, the marketing strategy which targets the hotel guests could promote the sales in hotel wedding products. The customers who have positive experience in their use of hotel rooms and accompanying facilities will have the higher intention of purchasing the hotel wedding products.

목차 (Table of Contents)

• 목차 = ⅰ
• Ⅰ. 서론 = 1
• 1. 문제의 제기 = 1
• 2. 연구목적 = 2
• 3. 연구방법 및 범위 = 3
• Ⅱ. 연구의 이론적 고찰 = 5
• 1. 호텔연회에 관한 이론적 고찰 = 5
• 가. 호텔연회의 개념 = 5
• 나. 호텔연회의 특성 = 7
• 2. 호텔 연회상품으로서 결혼예식 = 11
• 가. 호텔 결혼예식상품의 개념 = 11
• 나. 호텔 결혼예식상품의 내용 = 16
• 3. 호텔 결혼예식상품의 선택이론 = 17
• 가. 소비자선택행동의 개념과 영향요인 = 17
• 나. 소비자선택행동의 유형과 구매행동 = 25
• 4. 호텔 결혼예식상품 선택속성에 관한 선행연구 = 30
• 가. 호텔 선택속성에 관한 선행연구 = 30
• 나. 호텔 결혼예식상품에 관한 선행연구 = 32
• 5. 고객만족과 재구매에 관한 이론적 고찰 = 36
• 가. 고객만족의 개념 = 36
• 나. 고객만족에 관한 제연구 = 39
• 다. 재구매의도 = 42
• Ⅲ. 실증연구 = 45
• 1. 연구모형 및 가설설정 = 45
• 가. 연구모형 = 45
• 나. 가설설정 = 46
• 2. 조사설계 = 46
• 가. 설문지의 구성 = 46
• 나. 자료의 수집 및 분석방법 = 48
• 3. 자료분석 = 49
• 가. 자료의 인구통계학적 특성 = 49
• 나. 측정도구의 신뢰성 및 타당성 검증 = 51
• 4. 가설의 검증 및 결과의 해석 = 55
• 가. 가설의 검증 = 55
• 나. 가설의 채택여부 = 70
• 다. 결과의 해석 = 71
• Ⅳ. 결론 = 80
• 1. 연구결과의 요약 및 시사점 = 80
• 가. 연구결과의 요약 = 80
• 나. 연구결과의 시사점 = 83
• 2. 연구의 한계점 및 미래의 연구방향 = 84
• 참고문헌 = 86
• SUMMARY = 89
• 설문지 = 91