호텔의 수익관리와 객실요금의 공정성 지각간의 관계

다국어 초록 (Multilingual Abstract)

This study examined an issue of hotel`s flexible pricing policy influencing on customer evaluation of fairness at tourist hotels in Seoul, Korea. This study then examines how they perceive on the flexible hotel room discount rate pricing offered to customers in a hotel and how they react on a change of the flexible hotel room rate pricing. A total of 394 questionnaires were gathered from foreign guests in deluxe hotels, and the findings were as follows: First, the regarding the limits and benefits in the cancellation of reservation, guests perceived them as fair both on the refund policy of full regular rates and cancellations. Second, the customers perceived it fair that schedule change or the length of stay can be changed on same condition. Therefore, if hotels impose with a little penalty caused reservation cancellation and the they offer more discounted rate, complementary breakfast, room class level up and additional milage bonus for flyer etc. when customers reserve next time, they perceive fair on penalty caused reservation cancellation. Finally, hotel marketers must keep in mind that they have to offer quite flexible hotel pricing rates that would be suitable to market principles and competitive behavior, particularly in promoting inbound volume to hotels.

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