This study aims to make the 5.W.0.T.(Strong, Weakness, Opportunity, Threat)analysis based upon the actual conditions of managing a banquet commodities at four tourist hotels in Ulsan and to suggest a marketing strategy by analyzing perceptivity of customers concerning a banquet commodity at hotel on...
This study aims to make the 5.W.0.T.(Strong, Weakness, Opportunity, Threat)analysis based upon the actual conditions of managing a banquet commodities at four tourist hotels in Ulsan and to suggest a marketing strategy by analyzing perceptivity of customers concerning a banquet commodity at hotel on the basis of theoretical and positive research. Through a theoretical research, its theoretical system is established by investigating banquet commodities at hotel and its positioning, while a questionnaire is given to guests registered at four tourist hotels in Ulsan as a part of positive research. This survey for investigation was made from May 20 to 30, 2000, and in order to analyze its data exactly, SAS Statistic Package 6.12 and SPSS Win 8.0 are used. As a result of test by frequency analysis, correlation analysis, factor analysis, ANACO: correspondence analysis, and INDISCAL: INdividual Difference SCALing by Weighted MDS, findings are interpreted as follows: It can be seen that there is a significant difference in position among four hotels in accordance with testee's vital statistical(demographical) features, perceptibility of hotel, predilection, and experience, and that their perceptibility of hotel, predilection, favorite menu and intention to use show differently according to their frequency of staying at hotel. In addition, it can be seen that there is a significant difference among four hotels in positioning of their subsidiary facility, a quality of menu, location of hotel to approach easily, clean environment of banquet halls, convenience of parking facility and kindness of attendants. In conclusion, it is suggested that each hotel needs make efforts to carry out its own marketing policy suitable to its food and beverage product different from other hotels. Finally, during this research, it is recognized that its findings have some limit in universality and generality in fact, because it is conducted with special reference with guests registered at hotels in Ulsan.
This study aims to make the 5.W.0.T.(Strong, Weakness, Opportunity, Threat)analysis based upon the actual conditions of managing a banquet commodities at four tourist hotels in Ulsan and to suggest a marketing strategy by analyzing perceptivity of customers concerning a banquet commodity at hotel on the basis of theoretical and positive research. Through a theoretical research, its theoretical system is established by investigating banquet commodities at hotel and its positioning, while a questionnaire is given to guests registered at four tourist hotels in Ulsan as a part of positive research. This survey for investigation was made from May 20 to 30, 2000, and in order to analyze its data exactly, SAS Statistic Package 6.12 and SPSS Win 8.0 are used. As a result of test by frequency analysis, correlation analysis, factor analysis, ANACO: correspondence analysis, and INDISCAL: INdividual Difference SCALing by Weighted MDS, findings are interpreted as follows: It can be seen that there is a significant difference in position among four hotels in accordance with testee's vital statistical(demographical) features, perceptibility of hotel, predilection, and experience, and that their perceptibility of hotel, predilection, favorite menu and intention to use show differently according to their frequency of staying at hotel. In addition, it can be seen that there is a significant difference among four hotels in positioning of their subsidiary facility, a quality of menu, location of hotel to approach easily, clean environment of banquet halls, convenience of parking facility and kindness of attendants. In conclusion, it is suggested that each hotel needs make efforts to carry out its own marketing policy suitable to its food and beverage product different from other hotels. Finally, during this research, it is recognized that its findings have some limit in universality and generality in fact, because it is conducted with special reference with guests registered at hotels in Ulsan.
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