관광호텔 마케팅 전략개발에 관한 연구 : 지방 특급호텔을 중심으로 = (A) Study on the Strategic Development of Tourist Hotel Marketing : Around on Local Deluxe Hotel

다국어 초록 (Multilingual Abstract)

Recently marketing environment changes rapidly and the qualitic change of demand is accelerated from high growth phase to low growth phase on industrial environment.
In this paper it lays far-reaching aim that local hotels in Korea develop effective marketing strategy in the future and enable them to help practically.
First: A conception of hotel marketing and market subdivision. strategic project of hotel marketing, and marketing mix seek their own approach.
Second; Through corroborative study and analysis on strategic development of marketing in local hotel, I was rise to corresponding problems.
Third; on the basis of these problems, I took concrete shope strategic development of marketing in local deluxe hotel.
Researching contents subdividing into the first part, the middle part, and the last part, I discussed them to accomplish research purpose.
The first part was studied theoretical investigation of hotel marketing, subdivision of hotel market, strategic project of hotel marketing, and mix of hotel marketing around internal and external literature research as a literary study in this paper.
The middle park was studied a corroborative analysis of marketing on deluxe hotels, In order to collect for a corroborative analysis, I visited each hotel; I hotel in Deajeon. C hotel in Jeanju, G hotel in Jaegu form March 20, 1994 to March 30 1994 for 10 days and then divided around employee group.
The last part was studied a developmental disposition and application plan around case stadies and problems.
In all-out estimation and problems.
① Relation ship among environmental characteristics, strategic type as marketing study. Because local hotels in Korea have their own strategic type, they have relation to the standard of being late of environmental characteristics.
② Correlation environmental characteristics with strategic type to see type of strategic group, hotels have to do with abundance by provided with environment, growth characteristic, and local characteristic.
③ The difference of strategic aim of marketing in strategic type group on dividing into environmental characteristics, absic type of marketing strategy, strategic type of marketing, strategic aim development of new products, and enlargement of occupation rate of market.
In conclusion,
First, Hotel has to agree to sales promotion trying to deliver, public relationships, and propaganada messages and give itself to do special manpower and resonable cost system, specially abroad advertisement of hotel enterprice.
Second, After grasp certainly problems and management realities on organization and sales employee, hotel has to create an atmosphere about sales promotion for all employee.
Third, Preparing for enlargement of female tourism it is necessary for them to develop of special advertisement media, tourism course, and shopping products.
Forth, Hotel has to bring about differentiation of competitive products given rise to special image for guest.
Fifth, Hotel has to do product analysis in relation to marketing strategy.

목차 (Table of Contents)

• 목차 = i
• 제1장 서론 = 1
• 제1절 연구의 목적 = 1
• 제2절 연구의 방법 및 범위 = 3
• 1. 연구의 방법 = 3
• 2. 연구의 범위 = 4
• 제2장 관광호텔 마케팅 전략개발에 관한 이론적 고찰 = 7
• 제1절 관광호텔 마케팅의 이론적 고찰 = 7
• 1. 관광호텔 마케팅 개발의 개념 = 7
• 2. 관광호텔 마케팅 개발의 특성 = 9
• 제2절 관광호텔 마케팅개발의 기본계획 = 12
• 1. 관광호텔 마케팅의 개발계획과정 = 12
• 2. 관광호텔 마케팅의 단기계획과 장기계획 = 12
• 제3절 관광호텔 시장세분화 및 마케팅의 전략수립 = 13
• 1. 관광호텔 시장세분화에 대한 마케팅전략 = 13
• 2. 관광호텔 마케팅 전략개발의 수립방법 = 23
• 3. 관광호텔 마케팅의 전략접근 = 26
• 1) 제품전략 = 28
• 2) 가격전략 = 31
• 3) 입지전략 = 35
• 4) 촉진전략 = 36
• 제3장 지방특급호텔 마케팅 전략개발의 실증분석 = 38
• 제1절 연구의 모형 = 38
• 1. 연구의 모형설정 = 38
• 제2절 조사설계 = 40
• 1. 조사대상 = 40
• 2. 조사방법 = 40
• 3. 설문지의 구성 = 41
• 제3절 자료의 분석방법 및 실증분석 = 43
• 1. 인구통계적 변수의 빈도분석 = 43
• 2. 관광호텔 환경유형 = 46
• 3. 관광호텔 마케팅의 기본전략유형 = 48
• 4. 관광호텔마케팅 전략유형 = 49
• 5. 전략 유형집단과 마케팅 전략목표의 차이 = 75
• 제4절 분석의 종합평가 = 78
• 1. 환경특성과 전략유형간의 관계 = 78
• 2. 환경특성 전략유형 및 마케팅 전략간의 관계 = 79
• 3. 전략유형집단과 마케팅 전략목표의 차이 = 80
• 제4장 지방 특급호텔 마케팅 전략개발의 문제점 및 개선방안 = 81
• 제1절 지방특급호텔 마케팅상의 문제점 = 81
• 1. 지방특급호텔 마케팅 환경상 문제점 = 81
• 3. 판매촉진에 관한 문제점 = 84
• 4. 지방특급호텔 이용자의 문제점 = 85
• 제2절 지방특급호텔 마케팅 개발전략 개선방안 = 87
• 1. 지방특급호텔 마케팅 개선방안 = 87
• 2. 시장조사에 대한 개선방안 = 87
• 3. 판매촉진에 대한 개선방안 = 88
• 제5장 결론 = 90
• 참고문헌 = 93
• ABSTRACT = 96
• 설문지 = 99