원문정보
초록
영어
This study was performed to differentiate the marketing strategies under the recent business circumstance of COVID-19 by examining the relationship among the hotel consumers’ risk-acceptance levels, satisfaction of hotel selection attributes and will of revisiting to hotel. 3 factors out of perceived risk to COVID-19 were categorized and defined as physical risk, economic risk, psychological risk, and only psychological risk and economic risk were significantly related with the hotel selection attributes. Only psychological risk had significantly negative effects on both consumer satisfaction to hotel selection attributes and will of revisiting to hotel. All factors of hotel selection attributes had a significantly positive effectiveness on the of consumer satisfaction. Specially, only ‘the differentiation factor’ of hotel selection attributes had the most strong effectiveness on the will of revisiting. Consequently, hotel company should be focused on the basic service quality of hotel and the differentiation factor of hotel selection attributes to improve the business performance and to be more comparative under the circumstance of COVID-19. This study had a limitation for the target sample as only the users of the hotel during COVID-19. Comparative study on between non-users and users of hotel under circumstance of COVID-19 could be recommended for furthermore study.
목차
I. 서론
II. 이론적 고찰
1. 위험지각
2. 호텔 선택속성
3. 호텔 고객 만족, 재이용 의도
III. 연구방법
1. 연구모형과 가설
2. 설문구성
3. 자료수집과 분석
VI. 실증분석
1. 표본의 일반적인 특성
2. 위험지각
3. 호텔 선택속성
4. 가설 검증
V. 결론
참고문헌