호텔객실의 침구 이용 시 중요 고려요인 및 선호요인에 관한 연구 - 성별·연령별 차이와 시그니처 침대 구매의향을 중심으로 -
A Study on Important Factors and Preferred Factors for Using Hotel Bedding - Focusing on Differences by Gender and Age and Purchase Intention of Signature Bed -
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The bedding plays a significant role in selecting hotels and it gives an influence on not only room image but also general service satisfaction and revisit intention. Based on this, the purpose of this study is to find out important factors and preferred factors for using hotel bedding, and specifically to examine if there is some difference among the factors by gender and age. Also, it examines whether there is an intention to purchase the signature bed, which is an example of hotel brand extension. From August 13th to August 14, 2019, a survey was conducted to visitors at Starfield Coex Mall, who had previous experience of staying at a hotel. 113 questionnaires were collected and among them, 105 surveys were used in the analysis. Main findings show that cleanliness, hygiene, comfort, softness, cushion, warmth, hygroscopic, scent, material, bedding filling are proved in the order of importance, and female respondents place more importance on cleanliness, hygiene, warmth, hygroscopic, scent, material, bedding filling, weight, color than male respondents, and the more age place the less importance on scent. Moreover, 66 respondents(90.4%) answered they would not purchase signature bed if it was expensive. The results have significant implications for building a practical marketing strategy to provide bedding service by customer segmentation.
Abstract
The bedding plays a significant role in selecting hotels and it gives an influence on not only room image but also general service satisfaction and revisit intention. Based on this, the purpose of this study is to find out important factors and preferred factors for using hotel bedding, and specifically to examine if there is some difference among the factors by gender and age. Also, it examines whether there is an intention to purchase the signature bed, which is an example of hotel brand extension. From August 13th to August 14, 2019, a survey was conducted to visitors at Starfield Coex Mall, who had previous experience of staying at a hotel. 113 questionnaires were collected and among them, 105 surveys were used in the analysis. Main findings show that cleanliness, hygiene, comfort, softness, cushion, warmth, hygroscopic, scent, material, bedding filling are proved in the order of importance, and female respondents place more importance on cleanliness, hygiene, warmth, hygroscopic, scent, material, bedding filling, weight, color than male respondents, and the more age place the less importance on scent. Moreover, 66 respondents(90.4%) answered they would not purchase signature bed if it was expensive. The results have significant implications for building a practical marketing strategy to provide bedding service by customer segmentation.
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