소비자 라이프스타일에 따른 호텔선택속성연구

A Study on the Hotel Selection Attributes by Customer Life Style: Focused on the Subsidiary Facilities in Super Deluxe Hotel in Busan

The purpose of this study is to examine the selection attribute of subsidiary facility depending on the different lifestyle of customers for the hotel subsidiary facilities in terms of marketing prospective, as well as to provide basic and useful data for hotel practitioners to attract domestic customers of the hotel subsidiary facility market. Data were collected from users of hotel subsidiary facilities in Busan. A total of 150 samples were finally used for the analysis. Data analysis techniques used in this research were Frequency analysis, Factor analysis, Cluster analysis, MANOVA(Multivariate analysis of variance), and One-way ANOVA(Analysis of variance). The findings of this study are summarized as follows: First, it was divided into 3 types of groups, 'leisure/ culture seeking group', 'low-involvement seeking group', and 'society/ ostentation seeking group' from customer community. Second, It showed that there were differences among groups in selection of hotel subsidiary facilities and it provides theoretical and practical implications of the research result. In conclusion, this study is not only for the academic purpose but also for the application of the real situation in hotel this study shows the good guideline for those who want to select subsidiary facilities of hotels in Busan.