The management strategy of hotel industry transformed from the mass marketing oriented to the general public to target marketing oriented to the target market which need special service. Also, Because of the social, economical, political changes, target market of hotel industry in korea, be expected...
The management strategy of hotel industry transformed from the mass marketing oriented to the general public to target marketing oriented to the target market which need special service. Also, Because of the social, economical, political changes, target market of hotel industry in korea, be expected that it will be the change from market just focused on foreign FIT, before. so the market have to be many sided. Therefore, this thesis grasped major target market of hotel industry and understood the difference of each target market's needs and wants. In advance, this thesis studied the efficient strategy of each target market. For these purposes, the study conducted a literature review and an empirical research as well. Target marketing is the process that marketer give the promotional message to Individual or Group. and Target market means the market which focused on by them. So, In this thesis, according to the purpose of using hotel, two market(Business market, Leisure market) which effect on hotel profits pulled up. First, This thesis understood business customers & leisure customers' specific characters. Second, This thesis analyzed the difference of each market's importance of selection attributes & satisfaction after experience. Third, According to the chain, grade, location of the hotel, this paper analyzed the difference of each market. Forth, Based on these analysis, this paper presented the target market's efficient management strategy. A total of 174 samples were interviewed at the hotel by employees of each hotel. Cross analysis, Paired T·test, Factor analysis, T·test, MANOVA analysis of SPSS/WIN 10.0 statistical program was applied to accomplish the issues of the study. The results of the empirical research are as follows; First, this paper found out the business customers and leisure customers' different specific characters. Second, leisure customers' importance of selection attributes is higher than business customers in the part of room & subsidiary facilities and overall hotel's image. Third, leisure customers were more satisfied with the part of hotel location and hotel nearby environment than business customers. Fourth, according to the hotel chain, each target markets were different of importance of selection attributes about room and subsidiary facilities department. Fifth, according to the location of hotel, this thesis understood different importance of selection attributes about room and F&B department. In conclusion, customer promotion strategy have to be developed by understanding of each market's specific character. For leisure customers, convenient product and service, various entertainment have to be provided. Also, business customers will be attracted by the convenient room for working and relief of time & economic regulation about business subsidiary facilities and in accordance with the hotel positioning, the efficient marketing strategy have to develope based on these analyzed conclusions to attract business customer and leisure customer.
The management strategy of hotel industry transformed from the mass marketing oriented to the general public to target marketing oriented to the target market which need special service. Also, Because of the social, economical, political changes, target market of hotel industry in korea, be expected that it will be the change from market just focused on foreign FIT, before. so the market have to be many sided. Therefore, this thesis grasped major target market of hotel industry and understood the difference of each target market's needs and wants. In advance, this thesis studied the efficient strategy of each target market. For these purposes, the study conducted a literature review and an empirical research as well. Target marketing is the process that marketer give the promotional message to Individual or Group. and Target market means the market which focused on by them. So, In this thesis, according to the purpose of using hotel, two market(Business market, Leisure market) which effect on hotel profits pulled up. First, This thesis understood business customers & leisure customers' specific characters. Second, This thesis analyzed the difference of each market's importance of selection attributes & satisfaction after experience. Third, According to the chain, grade, location of the hotel, this paper analyzed the difference of each market. Forth, Based on these analysis, this paper presented the target market's efficient management strategy. A total of 174 samples were interviewed at the hotel by employees of each hotel. Cross analysis, Paired T·test, Factor analysis, T·test, MANOVA analysis of SPSS/WIN 10.0 statistical program was applied to accomplish the issues of the study. The results of the empirical research are as follows; First, this paper found out the business customers and leisure customers' different specific characters. Second, leisure customers' importance of selection attributes is higher than business customers in the part of room & subsidiary facilities and overall hotel's image. Third, leisure customers were more satisfied with the part of hotel location and hotel nearby environment than business customers. Fourth, according to the hotel chain, each target markets were different of importance of selection attributes about room and subsidiary facilities department. Fifth, according to the location of hotel, this thesis understood different importance of selection attributes about room and F&B department. In conclusion, customer promotion strategy have to be developed by understanding of each market's specific character. For leisure customers, convenient product and service, various entertainment have to be provided. Also, business customers will be attracted by the convenient room for working and relief of time & economic regulation about business subsidiary facilities and in accordance with the hotel positioning, the efficient marketing strategy have to develope based on these analyzed conclusions to attract business customer and leisure customer.
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