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ICT Platform Society (ICT플랫폼학회)
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Structural Modeling Study on MZ Generation's Motivation to Use Hotels

MZ 세대의 호텔 이용동기에 관한 구조 모델링 연구

  • 최미리 (부산외국어대학교 경영학과) ;
  • 장재훈 (부산경상대학교 경영과) ;
  • 정성광 (동아대학교 교육성과관리센터)
  • Received : 2024.01.26
  • Accepted : 2024.02.08
  • Published : 2024.02.28
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Abstract

In this study, the MZ generation's perceived motivations for using hotels were divided into room, cleanness, subsidiary facilities, employee, and price. In addition the impact of the MZ generation's motivation(facilities, cleanliness, convenience facilities, staff, price) for using hotels on user attitudes was analyzed. In the case of the MZ generation, this study also analyzed whether user attitudes toward hotels affect their intention to reuse. The results of this study are as follows. First, among the MZ generation's motivations for using hotels, room, cleanness, subsidiary facilities, employee, and price were found to have a positive effect on user attitudes. Next, the user attitude of the MZ generation was found to have a positive effect on reuse intention. Finally, this study suggests to provide theoretical and practical implications based on the research results to help develop hotel service strategies suitable for the MZ generation.

본 연구는 MZ세대가 지각하는 호텔 이용 동기에 대해 시설, 청결, 편의시설, 직원, 가격으로 구분한 후 이러한 MZ세대의 호텔이용 동기가 이용자 태도 및 재이용 의도에 미치는 영향에 대해 분석하고자 하였다. 또한 MZ세대가 지각하는 호텔이용 동기(시설, 청결, 편의시설, 직원, 가격)은 이용자 태도에 어떠한 영향을 미치는가에 대해서 분석하여 보고자 하였다. 이와 더불어 MZ세대의 경우 호텔에 대한 이용자 태도는 재이용의도에 어떠한 영향을 미치는지에 대해서도 알아보고자 하였다. 본 연구결과는 다음과 같다. 먼저 MZ세대의 이용동기 중 시설, 청결, 편의시설, 직원, 가격은 이용자 태도에 긍정적인 영향을 미치는 것으로 확인되었다. 이와 더불어 MZ세대의 이용자 태도는 재이용의도에 긍정적인 영향을 미치는 것으로 나타났다. 한편, 본 연구의 결과를 중심으로 MZ세대에 적합한 호텔 서비스 전략에 도움을 제공하고자 이론 및 실무적 시사점을 제공하여 보고자 한다.

Keywords

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