추구편익에 기초한 방문목적별 부산지역 호텔 포지셔닝 연구: 특1급 호텔과 레지던스 호텔을 중심으로 (A Study on Positioning of Super Deluxe and Residence Hotels in Busan Area Based on Benefit Sought by Visit Purpose)

서지정보

· 발행기관 : (사)한국관광레저학회
· 수록지 정보 : 관광레저연구 / 26권 / 1호 / 243 ~ 262페이지
· 저자명 : 심윤정, 허양회, 오흥철

초록

In order to meet the competitive environment of the hotel industry and changingcustomer's demand, various efforts of each hotel are required. At the present time,two residence hotels are operating in the Haeundae area, Busan which deepens directand indirect competition for user attraction along with super deluxe hotels. In thissituation, each hotel is establishing various marketing strategies to attract visitors ofeach market segment divided by visit purpose(business tour & pleasure tour).
Due to this reason, it would be a very important to examine how users recognizeeach hotel by visit purpose and clarify what distinguished benefit makes users selecta hotel. Therefore, the aim of this paper is to understand the competitive relationshipthrough positioning studies of each hotel characteristics based on the benefit soughtof super deluxe and residence hotels located in Busan and provide marketingsuggestions.

영어초록

In order to meet the competitive environment of the hotel industry and changingcustomer's demand, various efforts of each hotel are required. At the present time,two residence hotels are operating in the Haeundae area, Busan which deepens directand indirect competition for user attraction along with super deluxe hotels. In thissituation, each hotel is establishing various marketing strategies to attract visitors ofeach market segment divided by visit purpose(business tour & pleasure tour).
Due to this reason, it would be a very important to examine how users recognizeeach hotel by visit purpose and clarify what distinguished benefit makes users selecta hotel. Therefore, the aim of this paper is to understand the competitive relationshipthrough positioning studies of each hotel characteristics based on the benefit soughtof super deluxe and residence hotels located in Busan and provide marketingsuggestions.

참고자료

· 없음