• International Journal of Advanced Culture Technology
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• v.9 no.2
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• pp.72-79
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• 2021

This study is to develop a strategy to prepare an improvement strategy according to the environmental change of the hotel. Currently, domestic hotels are implementing marketing through food and beverage as a countermeasure against the sales decrease, and in order to develop effective marketing plan, 5 Force Model environmental analysis and STP analysis are analyzed. 5 Force Model Environmental Analysis showed that domestic hotels are facing various difficulties such as the expansion of accommodation sharing system, the decrease of Chinese tourists due to the THAAD problem, the increase of hotels, the introduction of PMS, the increase of minimum wage, the introduction of 52 hours work week, and the increase in product preference As an STP response strategy to correspond these difficulties, it is necessary to develop products for the main customers of the hotel food and beverage, such as those in the 20s-30s, the workers, smartphones and SNS users. And also hotels should seek ways to lower price of the product to the level desired by the user to compete against substitutes. In conclusion we suggest that hotels are committed to fulfilling their role by meeting guest safety and COVID-19 compliance requirements, but a focus on immediate cleanliness and quarantine against infectious diseases, like Airbnb, will enable greater growth.

• Korean Institute of Interior Design Journal
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• v.24 no.6
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• pp.183-191
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• 2015

The servicescape of a hotel means the physical environment in which a service is produced and consumed. The users perceive the quality of the service and their inner response affects their satisfaction or behavior such as repurchase. Servicescape has been addressed mainly in marketing as a strategic element of service marketing research. The aim of this research is to find out which dimensions of servicescape is required in hotel facilities and to identify servicescape of tourist hotel in Seoul. For this study, questionnaire survey with facilities users and site research were used. Servicescape factors were derived cleanliness, convenience, aesthetics and ambience. According to case study, the most significant servicescape need for hotel facilities was cleanliness. Therefore, facility managers must continuously manage the facilities. In terms of convenience, layout of guest bathrooms and furniture was the important indicator of servicescape. Facility aesthetics play an important role as differentiation from competitors. By providing a customized design, customers choose hotels that best satisfy their needs. It is important to recognize that ambience can be controlled to a large extent by facility management.

• The Journal of the Korea Contents Association
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• v.4 no.4
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• pp.11-19
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• 2004

With the help of information technology the number of email users and personal home page owners are increasing. Marketers have much interest in using the email and personal home pages as a marketing promotion tool which can provide potential customers with messages they want to send. Marketers can facilitate the promotion efforts once if the profiles of potential customers' information can be databased by sending proper messages to the targeted market. Because of the merit of email and personal home page hotel firms are expected to adopt the information applications in their promotions for customers. This study proposes the Possibilities of email and personal home pages as a marketing promotion tool in the hotel industry and discusses problems to be overcome.

• Korean Institute of Interior Design Journal
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• v.23 no.4
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• pp.52-62
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• 2014

The rapid growth of economy improves not only the life quality of people in this modern society but also standards of value in connection with how those people would spend money as they engage in various leisure and cultural activities. That being the case, hotels are currently changing into places of new concepts depending on those new lifestyles of these people, and in those new places, people can entertain and experience as enjoying cultures. The marketing collaboration of the hotels with brands can be used as a more inclusive way to enhance brand images. In addition, as having infinite possibilities of the collaboration's being able to create a new-concept space with an identity of a brand included, this collaboration makes it possible for the design hotels to decorate their interior spaces differently from those of other hotels. In the light of that, the brand collaboration is basically divided into three groups which are the fashion collaboration, the technique collaboration and the designer collaboration, and the brand collaboration is also able to express the interior spaces of the design hotels as working on those six components, such as reproduction, events, alteration, messages, culture and image. After all, through the brand collaboration marketing, this thesis expects an interior design of a new-concept design hotel which would play a role as a complex cultural space.

• The Journal of Asian Finance, Economics and Business
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• v.10 no.2
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• pp.109-121
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• 2023

This study aims to address the literature gap by examining the direct relationship between big data analytics capability, marketing innovation, and organizational innovations. Additionally, this study would examine big data analytics capability as the antecedent for both innovation types and how these relationships influence firm performance. The research model is developed based on the integration of resource-based view and knowledge-based view theories. The quantitative method is used as the research methodology for this study. Based on a purposive sampling method, a total of 115 questionnaires were obtained from managers in star-rated hotels located in Malaysia. Partial least square structural equation modeling (PLS-SEM) is utilized for the data analysis. The result shows that big data analytics capability positively affects marketing and organizational innovations. The findings show that big data analytics capability and organizational innovation positively influence firm performance. Nonetheless, the result revealed that marketing innovation is not positively related to firm performance. The findings also indicate to hotel managers the importance of big data analytic capability and the resources required to build and develop this capability. The contributions from this study enrich the literature on big data and innovation, which is particularly limited in the hospitality and tourism context.

• Journal of Applied Tourism Food and Beverage Management and Research
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• v.10
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• pp.159-186
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• 1999

This study attempted to present the ways of improving relationship marketing activities of tourist hotels. The field survey was carried out at six deluxe hotels in Seoul to find out their relationship marketing activities and analyze the problems of the activities. The problems were analyzed as follow; 1) lack of adequate understanding of the importance of relationship marketing, 2) poor contents of customer file information, 3) insufficient service encounter management, 4) negative inducement of guests' complaints, 5) insufficient survey of guests' satisfaction, 6) insufficient relationship maintenance programs and regaining program of lost guests. This study relationship marketing activities should be improved with customer information file establishment, service encounter mangement, and communication enforcement as follow; 1. Customer Information File Establishment As relationship marketing Is marketing for individual, it needs customer file information. The guest information files should be made in detail in all the market segments. Hotels have to make use of the information strategically for establishing relationship with their guests. 2. Service Encounter Mnagement Because the guest-oriented mind and professionalism of hotel staff are prerequisite for relationship continuity, hotel should make efforts to make its staff keep the mind and cultivate expert service technique of the staff. 3. Communication Enforcement Communication enforcement consists of communication activities and communication programs which are focused on contact intensity and two-way communication.

• Culinary science and hospitality research
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• v.10 no.1
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• pp.14-31
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• 2004

The purposes of this study are to find influential factors on relations between customer quality and service quality of hotel foods & beverages, to find out factors influencing on customers' intention to revisit, to understand suggestive points in the side of operation of hotel's foods & beverages, and to offer basal materials for establishing marketing for hotel operators. The study results were proved followings; in factors of customer quality, the higher factors of customers' manner·etiquette, the higher pleasantness, trust, kindness, among factors of service quality of hotel foods & beverages. The higher factor of customers' social status, the higher typicalness, pleasantness, trust, kindness, among factors of service quality of hotel foods & beverages. The higher customers' economic level, the higher pleasantness, trust, kindness. The higher customers' manner·etiquette, customers' social status, customers' economic level, at corners selling foods & beverages in hotels, the higher typicalness, pleasantness, trust, kindness, among factors of service quality of hotel foods & beverages, the higher customers' intention to revisit. Therefore, in order to improve services of corners selling foods & beverages in hotels, customer quality must improve, and marketing strategies proper for maintaining improved customer quality. As customers think much of hotel employees' service quality, kindness, and care, kind and skillful employees need be distributed in hotels. In order to elevate quality of employees working at corners selling foods & beverages in hotels, which is adequate for images of hotels, supervisors of companies or relevant departments must implement the reward system to encourage hotel employees to work at parts adequate for employees' individual ability as well as get feeling of accomplishment, in order for employees to keep liveliness and self-confidence.

• The Journal of the Korea Contents Association
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• v.6 no.1
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• pp.102-113
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• 2006

This article presents the results of empirical studies on the Quality of F&B parts in Hotel services. The main aim is to describe and analyze service breakdown from the customer's point of view and thus create a basis for quality management. The aim is also to find out maximizing factors of sales volume with profit in hotel F&B parts based on the serving systems of F&B items, quality control, change and innovation. The results of the study show statistically significant differences between the each F&B parts in term of quality of foods, location of restaurant, service inconvenience condition, variety of menu, teamwork of empolyees, educational programme, hotel internal culture, etc. Marketing and management implications for effective targeting the market segments are discussed.

• Journal of Wellbeing Management and Applied Psychology
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• v.4 no.4
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• pp.26-30
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• 2021

Purpose: The study tried to make a comparison between local and global brand hotels with respect to the relationships among customer experiences, service quality, customer satisfaction and consumer-brand relationship. This study provided strategic implications according to its results. Research design, data and methodology: To this end, this study collected data from 300 participants who have stayed at local and global brand hotels in Seoul. SAS 9.4 was used for data analysis. Results: The results showed that experiential modules ('sense' module and 'feel-think-act') affected service quality (human service, physical service) in local brand hotels. But 'feel-think-act', one of experiential modules, only affected service quality in global brand hotels. Also, physical service only had strong effects on customer satisfaction with both local and global brand hotels. Finally, customer satisfaction was influenced by consumer-brand relationships for two hotel groups. But there were no statistically significant differences in all estimations between local and global brand hotels. Conclusions: In conclusion, the study provided some strategic implications that experiential marketing in hotel industry needs be practiced maintain the competitive advantage and sustain branding power and will result in stronger consumer-brand relationships in local and global brand hotels.

• Journal of Korea Society of Digital Industry and Information Management
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• v.12 no.4
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• pp.51-58
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• 2016

In the area of hotel and tourism sector, various research are analyzed using big data. Big data is being generated by any digital devices around us all the times. All the digital process and social media exchange produces the big data. In this paper, we analyzed the de-identification method of big data to use the personal information of hotel guests. Through the analysis of these big data, hotel can provide differentiated and diverse services to hotel guests and can improve the service and support the marketing of hotels. If the hotel wants to use the information of the guest, the private data should be de-identified. There are several de-identification methods of personal information such as pseudonymisation, aggregation, data reduction, data suppression and data masking. Using the comparison of these methods, the pseudonymisation is discriminated to the suitable methods for the analysis of information for the hotel guest. Also, among the pseudonymisation methods, the t-closeness was analyzed to the secure and efficient method for the de-identification of personal information in hotel.