호텔이용고객의 검색매체에 따른 온라인 정보채널의 신뢰도와 만족도에 관한 연구

A Study on the Reliability and Satisfaction of Online Information Channel by the Search Media of Hotel Customers

The purpose of this study is to present effective online marketing measures to attract customers by analyzing the difference in reliability and satisfaction of online information channels according to search media. To achieve the goal, a survey was conducted on hotel customers. The results of the analysis of 306 questionnaires are as follows. It was analyzed that the reliability of each online information channel varies from one search medium to the other in three out of 13 categories. According to the search media, hotel users showed a difference in satisfaction level by online information channel in eight out of 13 categories. According to search media, IPA analysis of reliability and satisfaction of each online information channel showed a difference in one item. Based on the analysis results, effective online marketing measures for attracting customers from hotel companies are presented as follows. First, we should focus our marketing efforts on Smart phone areas rather than PCs. Second, information on official sites should be strengthened rather than marketing using SNS. Third, we need to reinforce the contents of the hotel's homepage. Fourth, we need to strengthen video contents. Fifth, Internet blog marketing is suitable for PC users rather than smart phone users. Sixth, marketing via Twitter, which is on the decline of specifications, should be sorted out.