델파이 기법을 이용한 서울 시내 특1급 관광호텔 레스토랑의 와인 마케팅 전략에 관한연구

Wine Marketing Strategies of 5 Star Hotel Restaurants in Seoul Using the Delphi Technique

The objective of this study is to suggest potential marketing strategies for five-star hotel restaurants to increase wine sales. A three-step delphi method was employed using a panel of 21 five-star hotel sommeliers, 6 wine experts, and 3 wine institute educators in Seoul. The results demonstrated that five-star hotel restaurant employees must be regularly trained to be knowledgable about wine. Moreover, the chefs and sommeliers should work in concert to continually upgrade and vary the menu and wines. Management should offer a high quality selection of wines at a variety of price points. Special wine promotional events should be offered on a regular basis to attract recurring business. Additionally, management should frequently upgrade the restaurant interior to maintain a dominant position.