고교야구단 숙박결정권자가 고려하는 호텔 선택속성 연구: 비즈니스호텔에 적용가능한 국내 단체고객을 중심으로

Abstract

The study aims to derive the relative importance and priority between the hotel selection attributes that the decision makers who decide where to stay preferentially consider when the high school baseball team conducts camp training. To achieve this research goal, In-Depth Interview was conducted with 15 people responsible for hotel decisions, including head coaches and chief coaches. As a result, 47 hotel selection attributes judged to be important were derived. Based on this, as a result of using AHP analysis, it was found that secure parking spaces for large buses (10.64%) as the most significant, followed by consideration for the distance to the stadium(9.63%), extension of stay according to the result of the game (9.39%), past experience with the hotel (6.82%), environment around the hotel (4.43%), providing various types of rooms (4.33%), hotel structure that is easy to control the team (4.18%), convenience of laundry (3.59%), and independent room allocation for baseball teams (3.55%) appeared as important. Recently, due to COVID-19, hotel occupancy is declining. This study has the meaning of presenting the merits of the market that have not been noted so far, and suggesting the necessity and importance of research on the high school baseball team in the hospitality industry. The results offers a compelling insight to utilize in product composition, marketing strategies, and decision making for high school baseball market in the future.