중국 바링허우세대의 라이프스타일과 호텔선택속성 및 충성도에 관한 연구


A Study on lifestyle of China’s post-80’s generation and the effects of hotel selection attributes on loyalty

왕면, 이희승, 양웨이웨이

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The post-80’s generation known as ‘bālínghòu’ have been benefited from the expansion of higher education, as the product of the one child policy. Therefore, the market has to change its marketing method in order to meet the times. This trend is also expected to continue for next some time, and hotel industry needs to develop competitiveness by applying marketing methods tailored to the needs of ‘bālínghòu’. The purpose of this paper is to explore the lifestyle of the post-80’s generation in China. This paper also identify the structural relationship between selection attributes of hotel and customer loyalty. To achieve objectives of this study, total 350 survey questionnaires were distributed and 330 copies were analyzed as the final excluding 15 that answered insincerely. The results of the study show that the reputation of hotel and quality of service should be improved in order to increase loyalty from customers who are born after 1980’s.


Ⅰ. 서론
Ⅱ. 이론적 배경
1. 라이프스타일
2. 호텔선택속성
3. 충성도
Ⅲ. 연구모형
1. 연구모형 및 가설설정
2. 설문지구성 및 분석방법
Ⅳ. 분석결과
1. 표본의 일반적특성
2. 라이프스타일의 신뢰도 및 타당성분석
3. 호텔선택속성의 신뢰도 및 타당성분석
4. 충성도의 신뢰도 및 타당성분석
5. 라이프스타일과 호텔선택속성의 영향관계
6. 호텔선택속성과 충성도의 영향관계
V. 결론


  • 왕면 Mian Wang. 호남대학교 호텔관광학과 박사과정
  • 이희승 Heeseung Lee. 호남대학교 호텔경영학과 교수
  • 양웨이웨이 Weiwei Yang. 호남대학교 호텔관광학과 박사과정


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