여성비즈니스고객의 호텔선택속성에 관한 연구 = (A) Study of Hotel Choice Attributes for Female Businessman

다국어 초록 (Multilingual Abstract)

Undeniably, female traveler market, specially female businessman
has been one of the most significant and consistant growing market in
hospitality industry.
A female FIT businessman market, which is the subject of this study has grown important and valuable one and it has become a significant market segment for the marketers in hotels. Despite of the importance and requirement of this segment, there has been few and concrete studies on this field.
The purpose of this research on hotel selection criteria is to know
which attributes are important for female business FIT hotel choice
behaviors.
In order to meet the purpose of this study, I worked through the
attributes which were identified from the previous studies, and the variables in this study were chosen on the basis of the previous studies as a result.
The respondents who were selected randomly from Coex Inter
Continent hotel, Grand Hyatt hotel and some of local businesswomen were asked to rate on a one-to-five Likert type scale which indicate the level of importance, 38attributes used in the choice of the hotel.
The attributes of the self-administered questionnaire for importance were ranged from the most important to the least important and the most important attribute is represented by the highest score of 5, and the least
important one is represented by the lowest score of 1.
The period for data collection was from August 30 to September 14, 2003.
After having procedured the SPSS version 10.0 test to measure sampling adequacy for factor analysis, factor analysis was procedured to produce the 38 hotel important attributes. The 38 attributes were composed of
overall hotel area and facilities (11), Room attributes (12), Food and
Beverage attributes (4) and Staff service attributes (4).
These 4 factor segments have been analyzed by the way of T-test and
one-way ANOVA so as to differenciate the respondent’s demographic
factors.
The result of one-way ANOVA was that most of the 4 factor segments
were perceived to be different by age. Frequency of visit was perceived to all 3 factor segments except Food & Beverage factors. Monthly income perceived to all 3 factor segments except Staff Service factors. The Occupation perceived to all 3 factors except overall hotel area and facilities. The daily hotel expense was perceived to all 3 factor segment except Room factors.
The result of the analysis is that Overall hotel area and facilities, Room attributes, Food & Beverage attributes, and department, Staff service
attributes have influenced on overall evaluation of hotel users.

목차 (Table of Contents)

• 제 1장 서론…………………………………………………………1
• 제 1절. 문제의 제기…………………………………………………………1
• 제 2절. 연구의 목적………………………………………………………2
• 제 3절. 연구의 방법………………………………………………………4
• 제 4절. 연구의 공헌도……………………………………………………4
• 제 2장 이론적 고찰………………………………………………6
• 제 1절. 여성 소비자 행동…………………………………………………6
• 1. 여성 사회활동의 변화………………………………………………6
• 2. 소비자 행동의 개념…………………………………………………8
• 3. 여성 소비자 행동의 의의…………………………………………9
• 제 2절. 호텔 선택속성……………………………………………………10
• 1. 호텔 상품의 특징과 선택속성의 개념……………………………10
• 2. 호텔전반 부문의 선택속성…………………………………………12
• 3. 객실 부문의 선택속성………………………………………………15
• 4. 식음료 부문의 선택속성…………………………………………16
• 5. 직원서비스 부문의 선택속성……………………………………18
• 제 3절. 호텔 시장세분화………………………………………………22
• 1. 호텔 시장세분화의 정의……………………………………………22
• 2. 시장세분화의 필요성………………………………………………22
• 3. 인구 통계학적 세분화………………………………………………23
• 4. 호텔 포지셔닝………………………………………………………24
• 제 3장 연구방법…………………………………………………27
• 제 1절. 표본설정…………………………………………………………28
• 제 2절. 변수추출 및 측정방법…………………………………………29
• 제 3절. 설문지의 구성 및 작성방법……………………………………30
• 제 4절. 자료분석 방법……………………………………………………32
• 제 4장 실증분석의 결과………………………………………33
• 제 1절. 호텔 선택속성의 중요도 분석………………………………33
• 제 2절. 인구통계학적 분석 및 이용실태……………………………36
• 제 3절. 부문 집단간 차이분석………………………………………46
• 제 4절. 분석 결과의 요약 및 시사점………………………………54
• 제 5장 결론………………………………………………………61
• 제 1절. 연구의 요약………………………………………………………61
• 제 2절. 연구의 한계………………………………………………………63
• 참고문헌……………………………………………………………64