Hotel corporations have various paths to obtain competitive competence by utilizing IT and online marketing activities. As the competition among hotels becomesserious, they wish to be better positionedby obtaining differentiated intellectual capital. In this point of view, the knowledge management becomes the critical objective in long-term development of corporation competence. The purpose of this study was to analyze the impact of utilizing online marketingon the knowledge & information sharing. To fulfill the purpose of this study, a questionnaire was prepared and total 66 hotels wereselected to participate. This study revealed that internal and external market orientations of online marketing and knowledge sharing havepositive relationship. Also, knowledge sharing through both internal and external online marketing has positive relationship with group decision making.
I. 서론
II. 이론적 고찰
III. 연구의 설계
IV. 자료수집과 실증분석
V. 결론 및 시사점
참고문헌