고객이 인식하는 호텔 직원의 이미지 유형 분석

Typological Analysis on The Images of Hotel Employees Perceived by Hotel Guests: Q-Methodological Approach

This study was conducted to determine the types of images of hotel employees as perceived by hotel guests using the Q-methodology. To achieve this goal, 25 Q-statements were extracted through in-depth interviews with three people related to hospitality and based on literature reviews. Q-sorting was carried out using P-samples of 30 hotel guests. The results of the Q-classification were analyzed through the Ken-Q Analysis program. Our findings are as follows. The images of hotel employees as perceived by hotel guests were sorted into three types: ‘the external image type, who is friendly and likable’, ‘the expert type, who has extensive professional knowledge’, and ‘the customer service attitude type, who is proactive and considerate’. The characteristics of each type and the practical implications of this typology are discussed. This study applied a new method of data analysis by using the Q-methodology to understand human perspectives. The findings will contribute to ensuring professional images of hotel employees and provide basic data for marketing strategies in the hotel industry.