스테이케이션(Staycation)에 대한 탐색적 연구 - 호캉스를 중심으로 -
An Exploratory Study on Staycation - Focused on Hocance -
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초록
The purpose of this study was to provide the marketing suggestions for attracting domestic tourists with the trend of Staycation and the Hocance. Hotels have rapidly increased the number of hotels and rooms due to government policies. So, the hotels are in fierce competition and have difficulty in management due to reduced sales. According to the change in the lifestyle and consumption patterns, hotels today are recognized as an extension of the lifestyle that chooses purpose beyond the accommodation itself and as a resting and play space. Hotels are trying to attract domestic tourists due to the decrease in foreign tourists. Marketing proposals to revitalize the hocance are as follows. First, Hotels have a active respond to a changing consumer trend. Second, Hotels have to plan to newly business model to domestic customer supply. Third, In order to become an attractive hotel for domestic customers, hotels will have to make efforts to develop differentiated programs. Fourth, Small and medium-sized hotels with few additional facilities require more differentiated and unusual programs to match the tastes of individual customers in order to compete with luxury hotels. Fifth. The price strategy that lowers the average unit price of a room is risky because the hotel industry is excessively discounting the room price due to excessive competition to attract customers.
Abstract
The purpose of this study was to provide the marketing suggestions for attracting domestic tourists with the trend of Staycation and the Hocance. Hotels have rapidly increased the number of hotels and rooms due to government policies. So, the hotels are in fierce competition and have difficulty in management due to reduced sales. According to the change in the lifestyle and consumption patterns, hotels today are recognized as an extension of the lifestyle that chooses purpose beyond the accommodation itself and as a resting and play space. Hotels are trying to attract domestic tourists due to the decrease in foreign tourists. Marketing proposals to revitalize the hocance are as follows. First, Hotels have a active respond to a changing consumer trend. Second, Hotels have to plan to newly business model to domestic customer supply. Third, In order to become an attractive hotel for domestic customers, hotels will have to make efforts to develop differentiated programs. Fourth, Small and medium-sized hotels with few additional facilities require more differentiated and unusual programs to match the tastes of individual customers in order to compete with luxury hotels. Fifth. The price strategy that lowers the average unit price of a room is risky because the hotel industry is excessively discounting the room price due to excessive competition to attract customers.
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