중저가 로컬호텔과 글로벌 체인호텔의 인식차이 : 심미성, 효율성, 지각품질 인식차이를 중심으로

Abstract

Purpose - This study the perceived differences of mid-low price local hotels and global chain hotels have been researched. To understand the operation and difference between mid-low price local hotel and global chain hotels, an intensive interview targeting experts, who have worked in both global chain and local owned hotels, and guests, who have experienced in staying in both hotels, has been carried out. Design, Data, and Methodology - To collect accurate data than the questionnaire itself, an intensive interview has been carried out targeting the experts, who have accumulated the professional knowledge and experience while running the mid-low price hotels in Korea, and customers, who have stayed in both global chain and local mid-low price hotels for more than ten times. Results-This study result, out of qualitative research, would be effective to explain the conscious understanding for the perceived difference between mid-low price local and global chain hotel that has not been verified through existing studies, and would be helpful to find out the direction of development and establishing the efficient marketing strategy for business hotels afterwards.