이용실태 특성에 따른 관광호텔 선택 요인에 관한 연구

A Study on the Customer's Choice Factors for Hotel in Kyungju

This study was undertaken to find out significant factors that encourage the customers to choice the hotel in Kyungju, and to suggest the marketing strategies which can satisfy the customer's needs and increase the customer's visit. The research method to accomplish the purpose of this study carry out the field survey on the customer's choice factors about the major functional departments(Room, F&B, Other facility) which based on the document study and previous study. Data were collected from 300 guests who were staying at the hotel in Kyungju. According to research result, this thesis try to suggest the following marketing strategies. First, it is necessary to offer special service and event to satisfy women. Second, service strategies for young generation should be developed. Third, it is necessary to reinforce about F&B factor. Forth, various supplement service and event have to open by guest's market segmentation. Fifth, guests who received good image for hotel have impact on effect of word-of-mouth communication which recommends their neighbors.