호텔패키지 상품 선택속성에 관한 실증적 연구 : 경주지역 특급호텔을 중심으로 = (A) Study on the Consumer's Hotel Package Selection by the Hotel Package Attributes : Focused on Deluxe Hotel in Gyeongju

다국어 초록 (Multilingual Abstract)

The industrialized society has seen the abrupt changes in life styles, seeking not for wealth-oriented but for quality life itself. And under the situations of hard and various competition hotel has to find out the preferences and habits of customers to project the marketing strategy.
But it is asserted that many of hotel packages have not met the customer's demand because of the slow-down activity in the research of hotel rooms and facilities.
Recently, hotel packages as destination of vacation are more and more popular with people and hotel packages are very important because they often have used as a strategic marketing tools during the low-demand period.
The purpose of this study is to provide basic clue of efficient marketing strategy for hotel package products by identifying the preferences of consumer according to statistical characteristics of population and habits.
For this, this study researched the practical condition of 2002' packages of 5 deluxe hotels in Gyeongju.
In the theoretic part, merchandising and sales promotion highlights are considered to be supported by the data of industry during the past few years in Korea.
In the empirical part, selected attributes are analyzed by correlation, factor analysis and ANOVA to find out which attributes are contributed to the consumers hotel selection according to their preference.
The results of analysis can be summarized as follows:
First, the purpose of travel of the sample is mainly leisure and recreation
Second, the sources of hotel selection information are from advertising, friends and relatives, and hotel brochure. The latter, however, is revealed to be relatively less effective.
Third, summer and winter are two major seasons of hotel package demand. However, many samples answer fall is other season they prefer.
Fourth, non-user group especially is interested in the hotel package product comparing to the experienced group.
Fifth, female is more interested in the atmospheric factor while male is more interested in the rooms division factor. This phenomenon can be explained by the fact that family convenience factor is important.
Sixth, younger age group of 20s - 30s has shown more preference to the hotel package product.
Seventh, the higher education level and the higher income level have shown more preference to the hotel package product.
In conclusion, the hotel choice decision attributes were influenced by statistical characteristics of population and travel habits. These results state that marketer of hotel has to find the target market when packages were projected to be made.
Consequently, to attract a number of customers, it is reasonable that marketing strategy of hotel packages should be specified on the various aspects such as price, services, package combination and so on.
It could be very useful to set a better marketing strategy throughout the comparing analysis of users and non-users of hotel package as well as analysis of summer and winter season.

목차 (Table of Contents)

• 목차 = Ⅰ
• (Abstract) = Ⅴ
• 제1장 서론 = 1
• 제1절 문제제기 = 1
• 제2절 연구목적 = 2
• 제3절 연구범위와 연구방법 = 3
• 제2장 호텔패키지 상품에 관한 이론적 배경 = 4
• 제1절 호텔마케팅의 특징과 믹스 = 4
• 1. 호텔 마케팅의 특징 = 4
• 2. 호텔 마케팅 믹스 = 5
• 제2절 호텔상품의 특성과 계획 = 8
• 1. 호텔상품의 특성 = 8
• 2. 호텔상품의 구성요소 = 9
• 3. 호텔상품화 계획의 목표와 고려사항 = 10
• 제3절 호텔패키지 상품의 개념과 현황 = 12
• 1. 호텔패키지상품의 개념 및 특성 = 12
• 2. 경주지역 특급호델 패키지 상품 현황 = 17
• 제3장 호텔선택에 대한 소비자 행동과 의사결정 = 21
• 제1절 호텔상품 선택과정에 따른 소비자의 의사결정 = 21
• 1. 소비자 행동의 정의 = 21
• 2. 호텔고객 행동모델 = 23
• 3. 구매동기와 의사결정 = 26
• 제2절 호텔패키지 상품선택 속성에 영향을 미치는 요인 = 30
• 1. 호텔결정속성 = 30
• 2. 호텔패키지상품 선택에 영향을 미치는 요인 = 34
• 제4장 연구모형과 결과분석 = 38
• 제1절 연구의 모형 및 가설의 설정 = 38
• 1. 연구의 모형 = 38
• 2. 가설의 설정 = 39
• 제2절 조사의 설계 = 39
• 1. 자료수집과 분석방법 = 39
• 2. 설문지의 구성 = 40
• 제3절 조사결과 및 분석 = 41
• 1. 표본집단 = 41
• 2. 패키지상품 선택속성 = 44
• 3. �키지 여행형태에 따른 요인별 분석 = 46
• 제4절 연구결과의 시사점 = 54
• 제5장 결론 = 56
• 제1절 연구결과 = 56
• 제2절 연구의 한계점과 향후의 연구방향 = 58
• ＜참고문헌＞ = 59
• 1. 국내문헌 = 59
• 2. 국외문헌 = 60
• 부록 ＜설문지＞ = 62