호텔고객 라이프스타일에 따른 호텔선택속성에 관한 연구

Abstract

The values that the customers are pursuing have recently been changing due to the increase of the national income and various other reasons. Thus, it is important to increase the profits of hotel businesses by recognizing the changing business environment and grasping the consumption trend of the customers. Customers visit hotels with a different cognition of the value of consumption. Therefore, it is crucial to grasp the differences between the customers' decision factors which are shown when they choose hotels according to their life styles. Hence, studying how the life styles of hotel users in Jeju-do affect their choices of hotels will be an opportunity to ascertain the consumption psychology of hotel users in Jeju-do. Therefore, this study is to analyze the effect relationship between the customers's life styles and their choice factors of hotels. To achieve its objective. this study looked into various materials in a theoretical research such as overseas and local theses, literature, periodical publications and reports of overseas and local research institutes in order to grasp the concept of the customers' choice factors of hotels and the effect relationship between their life styles and their choice factors. Questionnaires were conducted as a demonstrative study method, and the results of the questionnaires were used in the analysis of the customers' life styles and their choice factors of hotels. The questionnaires were carried out on the users of the super-class tourist hotels in Jeju area, asking them to answer the questions in person-to-person interviews from April 13 to May 6, 2013. The collected data were analyzed by means of SPSS 12.0. The result of the analysis is summarized as follows: The importance of the customer's choice factors of hotels varies depending upon their life styles. This means that the customers' own reference point becomes their standard of decisions when they choose hotels and that they finally choose hotels they expect through a series of decision-making processes. Namely, if viewed from the hotel businesses, there is the target market, which consists of groups of people whose life styles are similar to one another. Hence, this signifies that the identification of the target market can start with the grasping of customers's life styles. Among hotel factors, cleanness of rooms, excellent tastes of dishes, cleanness of restaurants and facilities, and hotel atmosphere are evaluated as important in descending order. As shown in the analysis of the customers' choice factors of hotels, the importance of a hotel, which the customers evaluate about the factors related to hotel business promotions, varies. Hence, it is advisable to utilize this information positively in the business promotion activities. The customers who visit hotels in Jeju are increasing in number thanks to the increase of incomes, shortened working hours, change of values, etc. Therefore, hotel managers need to grasp the types of the hotel users, develop products accordingly, and seek a detailed marketing strategy for hotel users. This study has its significance in presenting the differences in customers' choice factors of hotels according to their life styles as a result of analysis of life styles by groups and of the customers' life styles and their choice factors of hotels in comparison as its theory of the customers' choice factors according to their life styles was established. Since this study was conducted only on the super-class hotels in Jeju area, it has a limitation and so it cannot be applied generally. First, though hotel users consist of various personal factors (domestic and overseas), this study was conducted only on the domestic users of the super-class hotels in Jeju. Hence, it couldn't target all the users. Second, the choice factors of hotels are very broad and various, but this study evaluated only the limited parts (front office, rooms, foods and drinks, general matters). The evaluation was limited, not covering the whole aspects of hotel business management. Therefore, the result of the analysis couldn't minimize the possibility of error occurrences. Third, because this study evaluated only the factors which are considered preferentially when the customers choose hotels, it excluded other factors for the sake of convenience of study. Hence, more studies are needed, so this study suggest the following: First, studies are needed targeting all the customer range, domestic and overseas, although this study was limited to the domestic hotel users. Second, studies which can present the classification system more objectively are needed so that broader major hotel factors can be evaluated. Third, detailed studies to compare the estimates and evaluations of the factors which most affect when hotel users choose hotels so that the studies can be more practical. More than that, the factors of satisfaction should be evaluated to analyze the differences between the major factors and the satisfaction factors, finding out the differences in life styles thereby.