인구통계학적 특성이 호텔 선택속성에 미치는 영향에 관한 연구 - 디럭스호텔을 이용하는 여성고객 군을 중심으로 -
An Analyzed Atudy on the Effect of Characteristics on Hotel Selection Attributes - Focused on the Female Customers Using Deluxe Hotels -
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The female customer market, the subject of this study, is an important and valuable market and has become an important market segment for hotel marketers. Despite the importance and requirements of this sector, little specific research has been implemented in this sector. The goal for this study on hotel selection criteria is to seek attributes of the importance to the hotel selection behavior of female customers. The attributes identified in the previous study were reviewed to satisfy the goal for this study, and the variables were selected based on the previous study. Among 250 the female customers who filled out their experiences in luxury hotels in a year, the respondents selected to answer for evaluation with Likert scale of 5-type-indicating the importance of the 31 attributes used in the hotel selection. The frequency of visits was recognized in all three factor sectors except for food and beverage factors. Monthly income was recognized in all three factor sectors excluding employee service factors. Occupation was recognized by all three factors excluding overall hotel area and facilities. Daily hotel cost was recognized in all three factor sectors excluding room factors. As a result of the analysis, overall hotel area and facilities, room attributes, food and beverage attributes, and employee service attributes by department influenced the overall evaluation of hotel users. As an implication, we tried to explore marketing implications by analyzing the needs and preferences of female customers using luxury hotels, which are the subject of the study, and to explore the development of the hotel industry through hotel service marketing proposals based on the specificity of the female customer group.
Abstract
The female customer market, the subject of this study, is an important and valuable market and has become an important market segment for hotel marketers. Despite the importance and requirements of this sector, little specific research has been implemented in this sector. The goal for this study on hotel selection criteria is to seek attributes of the importance to the hotel selection behavior of female customers. The attributes identified in the previous study were reviewed to satisfy the goal for this study, and the variables were selected based on the previous study. Among 250 the female customers who filled out their experiences in luxury hotels in a year, the respondents selected to answer for evaluation with Likert scale of 5-type-indicating the importance of the 31 attributes used in the hotel selection. The frequency of visits was recognized in all three factor sectors except for food and beverage factors. Monthly income was recognized in all three factor sectors excluding employee service factors. Occupation was recognized by all three factors excluding overall hotel area and facilities. Daily hotel cost was recognized in all three factor sectors excluding room factors. As a result of the analysis, overall hotel area and facilities, room attributes, food and beverage attributes, and employee service attributes by department influenced the overall evaluation of hotel users. As an implication, we tried to explore marketing implications by analyzing the needs and preferences of female customers using luxury hotels, which are the subject of the study, and to explore the development of the hotel industry through hotel service marketing proposals based on the specificity of the female customer group.
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