Abstract
Recently, domestic hotel industry has provided differentiated and diverse marketing services to properly respond to rapid environmental changes. Since 2010, the number of hotel companies in the Republic of Korea has considerably increased. As a result, competition has become fiercer through the repetition of acquisition and disposal. Due to changes in e-business environment, hotel companies are now able to perceive the level of customer satisfaction and customer requirements much faster. They have promoted marketing strategies using diverse information and events through their web-site and social commerce. e-business environment has solved the problems of offline marketing activities and made up for their limitations. In addition, it’s used as a further extended means. This study attempted to investigate the diverse e-business marketing strategies of hotel companies according to changes in e-business environment, divide customers’ buying factors into economic and ideal values and analyze their relationship with customers’ revisit.
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