웰니스호텔의 개념과 활성화 전략에 대한 탐색적 연구

Abstract

The purpose of this study is to define the concept of wellness hotel and to investigate the nature and dimensionality of wellness attributes of hotels. Second, it aims to derive wellness hotel facilities and programs. This study aims to review research on wellness, wellness tourism, and hotels through qualitative analysis of prior studies, literature, and cases, and to analyze concepts, programs, and amenities related to wellness hotels. Through this, it aims to present strategic suggestions for the development of domestic wellness hotels. For the development of domestic wellness hotels, the following strategies were suggested. First, education programs and exclusive systems should be introduced for wellness personnel. Second, wellness hotels should be developed as a cross-industry together with other industries. With this wellness theme, various fields such as IT, medical, health, manufacturing, food, sports, and oriental medicine. Third, A certification system for wellness hotels should be introduced. Currently, the safety evaluation of wellness hotels should be established in the Korean Hotel Ratings. Fourth, through empirical research such as customer segmentation for wellness hotels, it will help hotel practitioners establish more effective marketing strategies for target customer segmentation. Fifth, differentiated marketing strategies are required by developing professional wellness spaces and wellness programs that can be provided by wellness hotels. Sixth, wellness hotels should prioritize the development of wellness programs linked to the region.