전략적 제휴가 호텔 경영성과에 미치는 영향 연구

The Influence of Strategic Alliance on Bushiness Performance in the Hotel Industry: A Comparison between Hotels and their Alliance Partners

The goal of this article is to study the difference in recognition between hotels and strategically allied partners. The importance of the strategic alliance is ever growing in a very competitive business environment and some hotels actively deploy the strategic alliance in line with their own corporate culture and characteristics. Diversification and differentiation through strategic alliance enabled hotels to secure untraditional bottom line while reducing risk by sharing allied partners resources and cost. This research is designed to study the positive synergy impact of the strategic alliance between hotels and non-hotel strategic partners on hotel’s performance and to study utilization and possible application of effective strategic alliance. The findings of this research show that strategic alliance plays significant role in enhancing brand image and increasing revenue for both parties. Also, the negative factors of alliance marketing during the partnership are perceived little by both partners.