특급호텔 식음료부문 이용특성에 따른 중요요인에 관한 연구

A Study on the Important Factors in F&B Restaurants of Super-deluxe Tourist Hotels

The purpose of this study is to suggest marketing strategies that satisfy the hotel customers' wants by investigating the Important factor according to the demographic characteristic and use behavior. The results provide an insight to increase the sales in Super-deluxe tourist hotel F&B restaurant. The results and marketing strategies are as followings. First, service strategy should be differentiated for repeat customers by offering them free coupon and special menu. Second, various event program should be performed every weekend to increase the weekend visitors. According to peak and slow period, flexible price policy should be required with special seasonal menu. Third, to activate the anniversary events, special menus have to be offered and the hotel outdoor area and facilities used appropriately. Fourth, each factors wasn't given the importance for business meeting. To increase the demand of business meeting, special menu has to be developed and lunch menu changed periodically. Banquet facilities should be required for business meeting.