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Today, customer-oriented marketing techniques in hotel management is receiving attentions more than ever. The customer relationship management (CRM) is one of such techniques that under the understanding customer needs leverages the knowledge to improve a company's profitability. CRM is a kind of data mining method that takes advantage of customer database and geographical database that relies on geographical information system(GIS). This paper is intended to investigate customer-oriented marketing strategy of CRM and gCRM system in which two ideals of CRM and GIS are incorporated. Applied to data of 17 tourist hotels in Gwangju Metropolis, the approach is implemented by what he calls 'hotel geographical information system'(HGIS).
