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논문 기본 정보

자료유형
학술저널
저자정보
저널정보
한국호텔관광학회 호텔관광연구 호텔관광연구 제13권 제4호 (통권 제43권)
발행연도
2011.12
수록면
222 - 241 (20page)

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초록· 키워드

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This study aimed to identify repositioning strategy through the case of N hotel in Busan. To conduct this purpose, 142 questionnaires were collected from the N hotel rooms` guest. For the benefit segmentation, factor analysis and cluster analysis were executed. The factor analysis delineated six dimensions of hotel selection attributes from 31 items: F&B service, Front service, Other service, Convenience, Business, Front Office Employee. The results of cluster analysis indicated that three distinctive segments were identified: Clients, Dissatisfied Customers, Business-Oriented Customers. These three segments were significantly different with respect to hotel selection factors, gender, age, marital status, purpose of visit, occupation, monthly income, information resources, preferred hotel, place of residence, nationality. Customer`s perceptual mapping was identified by the comparison of degree of importance and satisfaction which was measured by customers. Based on the results of t-test and One-way ANOVA, the implications were gathered. Without MDS(multiple dimension scaling) analysis, N hotel`s restaurant repositioning was conducted.

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