호텔이용고객의 검색매체에 따른 온라인 정보채널의 신뢰도와 만족도에 관한 연구

• 영문명: A Study on the Reliability and Satisfaction of Online Information Channel by the Search Media of Hotel Customers
• 발행기관: 관광경영학회
• 저자명: 박경호
• 간행물 정보: 『관광경영연구』제23권 제7호, 299~319쪽, 전체 21쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2019.12.31

영문 초록

The purpose of this study is to present effective online marketing measures to attract customers by analyzing the difference in reliability and satisfaction of online information channels according to search media. To achieve the goal, a survey was conducted on hotel customers. The results of the analysis of 306 questionnaires are as follows. It was analyzed that the reliability of each online information channel varies from one search medium to the other in three out of 13 categories. According to the search media, hotel users showed a difference in satisfaction level by online information channel in eight out of 13 categories. According to search media, IPA analysis of reliability and satisfaction of each online information channel showed a difference in one item. Based on the analysis results, effective online marketing measures for attracting customers from hotel companies are presented as follows. First, we should focus our marketing efforts on Smart phone areas rather than PCs. Second, information on official sites should be strengthened rather than marketing using SNS. Third, we need to reinforce the contents of the hotel's homepage. Fourth, we need to strengthen video contents. Fifth, Internet blog marketing is suitable for PC users rather than smart phone users. Sixth, marketing via Twitter, which is on the decline of specifications, should be sorted out.

목차

Ⅰ. 서 론

Ⅱ. 이론적 배경

Ⅲ. 연구설계

Ⅳ. 실증분석

Ⅴ. 결 론

참고문헌

키워드

Hotel's Customer Search Media Online Information Reliability Satisfaction