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.
Ⅰ. 서론 1. 문제제기 및 연구목적 2. 연구의 범위 및 방법 Ⅱ. 호텔 선택요인에 관한 이론적 고찰 1. 호텔 이용자의 호텔 선택과정 2. 호텔 선택요인에 관한 선행연구 Ⅲ. 조사설계 1. 가설의 설정과 설문지의 구성 2. 조사 대상과 조사방법 3. 자료 분석 방법 Ⅳ. 실증분석 1. 요인분석 2. 가설검증 Ⅴ. 결론 참고문헌 ABSTRACT
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