This study was conducted to investigate the hotel selection attributes of hotel reservation site users in order to provide the necessary materials for marketing strategy of hotel reservation site. Members of the online travel agents (OTA) specialized in hotel booking, which are well-known in Korea, were selected as a sample. With the help of OTA marketers, questionnaires were sent by e-mail to members who booked hotel rooms via OTA in the last three months. 315 questionnaires completed and sent within the given period were used for the analysis. First, as a result of cluster analysis based on hotel selection attributes, the sample was classified into human service and reputation consideration, facility consideration, price consideration, and location consideration. Second, the demographic characteristics of the whole sample and each cluster sample were analyzed. Third, the characteristics of hotel use of the whole sample and each cluster sample were analyzed. Based on the results of the analysis, basic data for marketing activities of hotel reservation sites aiming at domestic tourists are presented.
ABSTRACT Ⅰ. 서론 Ⅱ. 이론적 배경 1. 호텔예약사이트 2. 호텔의 선택속성 Ⅲ. 연구설계 1. 변수의 조작적 정의 및 설문지 구성 2. 조사방법 및 표본의 특성 Ⅳ. 실증분석 1. 호텔 선택속성에 따른 군집 분류 2. 군집별 인구통계학적 특성 3. 군집별 온라인 예약 사이트와 호텔이용 특성 Ⅴ. 토론 Ⅵ. 결론 참고문헌
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