이미지믹스를 통한 관광호텔 식음료업장의 매출증진방안에 관한 연구

A Study on the Sales Increase Plan of F&B in the Tourist Hotel by Using Image Mix

The purpose of this study was to find out what the sales increase plan of F&B in the tourist hotel by image mix.. To achieve the purpose of this study, theoretical and empirical study was used. In review of theoretical background, basic concepts and strategy of image were studied. Based on the theoretical studies and previous studies, corporate image attributes were chosen. The period of research was 35days from Dec. 18, 2000 to Jan. 20, 2001. Among the 300 copies of questionnaire distributed, 143 were returned, but only 117 were analyzed after screening missing or reckless answers. The statistical analysis of data was conducted using techniques of frequency analysis, regression analysis. The ultimate objectives of this study is to suggest the effective direction to set up the sales increase plan by using image mix. But this study had limits on sampling was extracted deluxe hotels in Seoul because of time limitation. Therefore, the more systematic and continuos study should be executed to overcome those kind of limits.