수정된 IPA를 활용한 세대간 호텔선택속성 비교연구

Abstract

The purpose of this study is to verify the generational differences between Babyboomers(birth from 1955 to 1963) and Millennials(birth from 1980 to 2000) in hotel choice attributes importance and satisfaction. The survey was conducted through Online survey agency and google analytics questionnaire distribution. Total answer was 412 and 10 answer sheets was excluded due to unscrupulous respondents and inapplicable ages. The collected data analyzed by SPSS 27.0, revised IPA and regression analysis. The revised IPA was implemented with analyzed regression coefficient using implicit importance and satisfaction. Each factor was classified into 6 categories: Safety and cleanliness, facilities, extra service, aesthetic image, accessibility, and price, as a result of regression analysis of factors that influence satisfaction, safety and cleanliness, aesthetic and price factors were found to be significant. As a result of a comparative study between generations, there is a relative difference in the importance and satisfaction of factors for each generation.