특급호텔 企業의 이미지戰略에 관한 硏究

A Study on the Corporate Image Strategics of the Deluxe Hotel

A desire and demand of hotel customer nowadays, has become more varied, individualized, high levelled and discriminated. In order to succeed in today's environments, the hotel operator must be able to formulate effective marketing strategies. An understanding of why customers select one hotel over another is very important to hotel image means and an overall impression of a hotel in this study, which is a complex of physical characteristics of guests. The purpose of this study was to find out what attributes affect the corporate image of the tourist hotel that consumers create. To achieve the purpose of this study, theoretical and empirical study were used. In review of theoretical background, basic concepts and strategy of corporate image were studied. Based on the theoretical and empirical studies, corporate image attributes were chosen. As a result of this study, we can find out that satisfaction of the customer in relation with the hotel image and the choice of tourist hotel becomes affirmative. In conclusion, the alternative ways to improve the image of tourist hotels as follows ; (1) to provide enjoyable and sensibly gorgeous service to customer's (2) to provide the privilege and service that customer's are pride of (3) to differentiate the hotel image according to customer's.