호텔 포지셔닝 분석에 있어 다차원척도법의 적용

다국어 초록 (Multilingual Abstract)

This treatise aims to set out positioning strategy for hotels in order to realize differentiation based on image of hotels which were either actually used by the patrons or not. As for methodology of this study, First Class hotels in Kangnam area were selected and survey by questionnaires was conducted on local clients for hotels in order to analyse image of hotels. As for analysis positioning analysis in multidimensional scaling method was used for analysis of this survey result. First, through KYST Analysis perceptional difference among hotels was analysed. Second, in KYST analysis in order to connect hotel position to evaluation attributes PROFIT analysis was applied. Finally in order to identify preference on hotels PREFMAP analysis was taken. As a result of research, it was possible to draw out required results necessary for setting out marketing strategy by finding out main rivals among hotels, strongpoint and shortcoming of hotels and level of preference of clients for hotels in Kangnam area, Seoul.

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