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소비성향에 따른 호텔 선택속성의 차이연구

원문정보

A Study on the Differences of Hotel Selection Attributes According to Consumption Propensity

윤성필

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초록

영어

This study carried out empirical analysis centering on hypothesis setting to verify the difference of hotel selection attribute factors according to the types of consumer’s consumption propensity. we conducted an empirical analysis of customers aged over 19 who have visited hotels located in Seoul and Gyeonggi Province for the past three years. The survey was conducted from August 1 to September 30, 2019 by pre-trained researchers. A total of 320 questionnaires were distributed, 287 questionnaires were finally used except 33 unsuitable or inconsistent questionnaires. As a result of the analysis, there was a statistically significant difference in the hotel selection attribute factors among the clusters of consumption propensity. Finally, The hypothesis presented based on previous studies was adopted, and the implications were suggested. Firstly, hotels are thought to be useful for improving performance if they strategically utilize excellent accessibility, thoroughly safety and security along with good location. In addition, it is necessary to establish a suitable royalty program for ostentatious consumption pursuing group and provide services that are well-treated from the customer’s perspective. Secondly, The saving pursuing group can be seen as visiting the hotel in anticipation of friendly services and relatively cheap food, so instead of sticking to the same atmosphere, it is necessary to change the hotel‘s decoration and employee uniforms, employee training, diversification of discount policies, and menu changes that can provide new and fresh images to customers. Finally, the planned purchase pursuing group is more likely to be dissatisfied if the expected or better services are not provided by analyzing and using facilities and services as well as prices in advance. Accordingly, hotels should make effort to plan steady products and services.

목차

ABSTRACT
Ⅰ. 서론
Ⅱ. 이론적 배경
1. 소비성향
2. 선택속성
Ⅲ. 연구방법
1. 연구가설 설정
2. 표본 및 자료수집
3. 통계처리 방법
Ⅳ. 실증분석
1. 조사표본의 일반적 특성
2. 측정변수의 신뢰성 및 타당성 검증
3. 소비성향에 대한 군집분석
4. 가설검증
Ⅴ. 결론
참고문헌

저자정보

  • 윤성필 Seongpil Yun. 중부대학교 항공관광학부 겸임교수

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