호텔이용객의 자기주도성향에 따른 온라인 콘텐츠 신뢰도와 호텔선택속성 차이 연구

Abstract

The purpose of this study is to present an efficient hotel marketing strategy based on the difference in online content reliability and perception of hotel selection attributes according to the self-directed tendency of hotel users.<BR> The analysis results are as follows. It was analyzed that there was no difference in online content reliability according to self-directed tendencies. As a result of analyzing the difference in hotel selection attributes by service type according to self-directed tendency, there were differences in three out of 15 items. There was no difference between the accommodation period and the accommodation cost, and it was found that the accommodation period was 2-3 days, and the accommodation cost was 150,000-160,000 won. Based on the analysis results, the following marketing strategies are presented. First, the priority of hotel marketing should be a group with a strong self-directed tendency. Second, investment in video content should be increased in online marketing. Third, price attractiveness is important for solo travelers. Fourth, the location of the hotel is important for small group tours or group trips.