호텔과 법인기업간 장기거래 협력관계의 모형평가에 관한 연구

다국어 초록 (Multilingual Abstract)

The purpose of this study is to analyze how the effect of the relationship factors can affect their relationship marketing for long-term transaction company and to suggest a strategic implication on the long-term relationship corporate company marketing based on the analysis. An important basis for judgment in this study is that inter-business relationship improvements will bring out the collaborative corporate growth and development, so far as to make great contributions to seeking the development of the entire tourism industry, by conducting the empirical analysis of influence factors in the long-term cooperative relationship between hotels and partner corporations. This study tried to: first, the study went over the relevant factors regarding the long-term business cooperation between hotels and partner corporations, as listed below : satisfaction to previous transactions, peculiarity in hotel assets, communication, contact intensity, reputations of the hotel in business; second, an analysis was conducted as to the impact of relevant factors on the parameters such as relationship trust and relationship immersion; lastly, this study investigated the influence of the relationship between hotels and partner corporations on the long-term business cooperation, and specified their relation. That is, the optimal relationship marketing strategies were designed to be established and suggested so that hotel room sales should be continuously maximized through an efficient marketing mix by grasping the influential factors regarding inter-business cooperation on a long term basis.

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