환경친화적인 호텔마케팅 전략개발을 위한 고객인식

Customer’s Perceptions for the Development of Eco-friendly Hotel Marketing Strategies: The Case of Deluxe Hotels in Korea

The impact of eco-friendly service factors of hotel to overall customers’ satisfaction, willingness of repeat visit and positive word-of-mouth is examined. Author analyzed the differences between control group a and b, while identifying the differences among eco-friendly service factors of hotel according to demographic and purchase behavior characteristics. Writer’s suggestions are: ① For eco-friendly customers’ satisfaction, willingness of repeat visit and positive word-of-mouth, enhancing of energy saving system(rooms), reuse programs(food & beverage)should be conducted. ② Informative, positive and progressive eco-friendly hotel services’ training programs should be identified. ③ Eco-friendly training and environmental improvement for Koreans and Japanese should be continued. ④ Over forties, repeat guests, independently owned businessmen, professionals were more satisfied than those who are not in each case.