소비자 평점이 높은 유럽 호텔의 특징에 대한 참여관찰 결과와 후기내용 비교

이용숙 ( Yongsook Lee ) 한국소비자학회 2013 소비자학연구 Vol.24 No.2

본 연구는 호텔예약 사이트에서 높은 평점을 받은 동남부 유럽의 호텔들은 어떤 특징을 가지고 있으며 이러한 특징으로 인해 소비자들의 경험은 어떻게 달라지는지 참여관찰을 통하여 알아보고, 그 결과를 후기 내용과 비교하였다. 예비조사에서는 40개 호텔을 네 가지 방법으로 선정하여 숙박하면서 참여관찰을 실시하였다. 또한 20-40대 개인여행자 30명과 비공식적 면담을 실시하였다. 본 조사에서는 13개국에서 9.0 이상의 평점인 호텔 15곳, 8.0-8.9 인 호텔 15곳, 8.0 미만인 호텔 3곳에서 숙박하면서 참여관찰을 실시하였다. 또한 호텔 주인과 호텔 운영방식에 대한 비공식적 면담과 온라인 후기의 내용분석도 실시하였다. 주요 연구결과는 다음과 같다. 첫째, 평점에 가장 큰 영향을 미치는 것은 호텔규모로, 소규모일수록 평점이 높은 경향이 있다. 또한 넓은 발코니가 있고 아파트 형 호텔인 경우 평점이 높은 경향이 있다. 둘째, 높은 평점을 받은 호텔들은 이외에 다음의 특징을 공유하였다: (1)호텔 내 또는 근처에 거주하는 친절한 주인이 직접 호텔을 운영하며 고객과 잦은 커뮤니케이션; (2)부지런한 주인이 잦은 수리와 지속적 호텔 개선 노력으로 편리하고 깨끗한 객실 제공; (3)훌륭한 식사를 제공하거나, 부근의 비싸지 않으면서 훌륭한 식당 추천; (4)안내문에 제시되지 않은 부가서비스 제공. 셋째, 평점이 높을수록 장점 언급 횟수가 늘어나고, 평점이 낮을수록 단점 언급 횟수가 늘어나는 경향이 있으며, 높은 평점의 호텔에는 사소한 단점들이 낮은 호텔에는 중요한 단점들이 주로 언급되었다. 넷째, 후기내용을 참여관찰 내용과 비교한 결과, 장점으로서 ‘부가서비스 제공’, ‘객실의 시설, 설비, 가구’, ‘친절, 특별한 도움, 가족 같은 느낌을 갖게 하는 상호 작용’ 등 호텔주인/종업원의 태도’들이 주로 언급되었다는 점에서 비슷한 점도 많지만, 참여관찰 결과 중요한 특징이었던 ‘소규모 호텔’ ‘부지런한 주인이 직접 운영’, ‘잦은 수리와 세심한 관리’의 언급은 드물었다. ‘주인의 친절’과 ‘다양한 부가서비스 제공’은 부지런한 주인이 소규모 호텔을 직접 운영하며 호텔이나 부근에 거주하기 때문에 가능하지만, 이러한 원인은 후기에는 언급되지 않았다. 이는 소비자들은 직접 경험한 결과 중심으로 후기를 작성하기 때문이다. 본 연구의 결과로부터 후기 내용분석에만 의존해서는 평점이 높은 호텔과 낮은 호텔의 차이점이 충분히 분석되기 어렵다는 시사점을 얻었다. 참여관찰 등 다른 연구방법과 상호보완 함으로써 훨씬 좋은 결과를 얻을 수 있을 것이다. 이외에 글로벌 호텔 예약사이트 가입이 적고 평점이 낮은 편인 우리나라 호텔 마케팅을 위한 시사점을 몇 가지 얻었다: 소규모 아파트형 호텔의 신축과 개인주택의 호텔로의 전환, 발코니가 딸린 객실을 만들도록 노력 및 지원 할 필요가 있으며, 소규모 호텔과 아파트형 호텔은 어떤 편의나 특별한 체험이 가능한지에 대한 홍보를 위해 노력할 필요가 있다. 또한 더 많은 호텔들이 국제적인 호텔예약 사이트에 가입하도록 하고, 높은 평점을 받은 외국 호텔에서 숙박하면서 참여관찰을 하거나 소비자들의 호텔 리뷰 분석을 통하여 벤치마킹 하도록 할 필요가 있다. Today, more and more tourists are selecting hotels using online reservation sites. Previous studies have shown that the positive/negative reviews of hotels tend to influence consumers`` choice of hotel. However, few studies have dealt with the characteristics of hotels with high evaluations from online reviews. This study has two purposes. The first purpose is to identify the characteristics of European hotels that receive high evaluations from online consumer reviews. The second purpose is to compare the characteristics of these hotels found by participant observation with the contents of the online reviews. Following an emergent research design, the researcher conducted participant observation for 100 days. For the pilot study, the researcher conducted participant observation and interviews while staying in 40 hotels that were selected using four different approaches: (1)hotels recommended in tour books, (2)hotels that looked beautiful and modern from the outside, (3)online reservation site listed hotels with special discounted rates, and (4)online reservation site listed hotels with high consumer ratings. It appeared that the researcher and other consumers tended to be most satisfied with the hotels with high online ratings. Based on this finding, the focus of the main study became comparing hotels with higher ratings on a hotel reservation site with hotels with lower ratings on the same site. During participant observation, the researcher stayed one or two days each in 33 hotels in 13 countries of southeastern Europe: 15 hotels that scored higher than 9.0/10.0, 15 hotels that scored 8.0-8.9, and 3 hotels that scored lower than 8.0. In addition, the researcher conducted informal interviews with the owners or managers of the hotels while a content analysis was carried out on the consumers`` online reviews. The research results are as follows: First, the size of each hotel appears to influence the consumers`` reviews most. The smaller a hotel, the better chance there is to get a high level of evaluation. The apartment hotels with spacious balconies and kitchens also tended to get high evaluation. Second, these hotels also tend to share the following characteristics: (1) The kind owners who speak English tend to live in hotels or at nearby places to manage the hotels by themselves and to communicate frequently with their clients; (2) Diligent owners provide convenient and clean rooms and modern facilities by frequent repairing and continuous efforts to improve their hotels; (3) The hotels provide excellent meals and/or recommend non-expensive but excellent restaurants located nearby; and (4) The hotels provide extra services which were not noticed. Third, the higher the evaluation of a hotel, the better chance there is to get a higher number of good evaluations in important points such as the ones for an extremely kind and friendly owner, impressive extra services and beautiful modern rooms. Fourth, according to the hotel reviews, consumers tended to mention what they experienced or saw personally rather than the causes of their experiences which were identified by participant observation and interviews with hotel owners. Moreover, consumers who gave lower ratings tended to skip providing written reviews, which means that the results of the analysis of written reviews likely misrepresent consumers`` actual feelings(i,e., made them appear more positive). One of the important implications of this study is that it is not sufficient to use only the analysis of the online consumer reviews to understand the consumer’s behavior. For better results, we need to use other data collection methods such as the participant observation and interviews as well. The implications for hotel marketing are as follows: (1) For the development of the tourist industry, it is necessary to recommend and support the construction of small-sized apartment hotels with balconies and to change private houses to small-sized hotels; (2) It is necessary to recommend more hotels to use international online hotel reservation sites; and (3) Hotel owners need to benchmark foreign hotels with high evaluation by staying in these hotels themselves and through the analysis of online consumer reviews.

호텔예약사이트의 선택속성이 소비자만족도와 재검색의도, 재예약의도에 미치는 영향과 소비자역량의 조절효과 연구

전상민 한국소비문화학회 2019 소비문화연구 Vol.22 No.4

This study aims to understand the attribute levels of hotel booking sites and to propose ways of increasing consumer satisfaction, re-searching intention, and re-booking intention including a differentiated customer satisfaction strategy based on the level of consumer competency. The study tested the influence of the attributes on aforementioned factors and the moderating effects of consumer competency on the relationship. A total of 1200 users’ data from the 2018 Service Comparison Survey of Hotel Booking Sites conducted by the Korea Consumer Agency were used. Structural and multi-group structural equation modeling were performed. System usefulness, ease of booking changes and refunds, price benefit, and quick responses to customers positively affected consumer satisfaction. System usefulness, ease of booking changes and refunds, and consumer satisfaction positively influenced re-searching intention. On the other hand, quick responses to customers negatively influenced re-searching intention. Price benefit and consumer satisfaction positively affected re-booking intention. The influence of system usefulness, price benefit, quick responses to customers, and useful reviews on consumer satisfaction, re-searching intention, and re-booking intention differed according to the levels of consumer knowledge competency and attitudeㆍbehavior competency. Based on our findings, in order to increase consumer satisfaction, it is necessary to provide high quality information and convenient and safe payment system along with useful system, price benefit, quick service, continuous improvement of reservation and refund system. For consumers with low competency, it is needed to construct a consumer-oriented site screen, price benefit, and easy search function of review. continuous improvement of reservation and refund system. For consumers with low competency, it is needed to construct a consumer-oriented site screen, price benefit, and easy search function of review. 본 연구의 목적은 호텔예약사이트를 이용하는 소비자의 만족도 증대와 이용 활성화에 유용한 선택속성의 운영 방안을 제안하고, 소비자역량 수준에 따른 차별화된 고객만족전략을 제안하는 것이다. 이를 위하여 호텔예약사이트의 선택속성이 소비자만족도와 재검색의도, 재예약의도에 미치는 영향과 이에 대한 소비자역량의 조절효과를 검증하였다. 본 연구는 한국소비자원의 “2018년 호텔예약사이트 서비스 비교조사”의 1200명 응답 자료를 사용하여 구조방정식모형 분석과 다중집단 구조방정식모형 분석을 수행하였다. 분석 결과, 호텔예약사이트의 시스템 유용성과 예약변경․환불 용이성, 가격 혜택, 고객대응 즉각성이 소비자 만족에 정적 영향을 미쳤다. 재검색의도에 대해서는 시스템 유용성과 예약변경․환불 용이성, 소비자만족도가 정적 영향을, 고객대응 즉각성이 부적 영향을 미쳤다. 재예약의도에 대해서는 가격 혜택과 소비자만족도가 정적 영향을 미쳤다. 또한, 소비자 지식역량과 태도․실천역량 수준에 따라 시스템 유용성과 가격 혜택, 고객대응 즉각성, 이용후기 적절성이 소비자만족도와 재검색의도, 재예약의도에 미치는 영향력이 상이하였다. 이를 바탕으로 소비자만족도 증대를 위해서는 시스템 유용성과 가격 혜택, 신속한 서비스, 예약․환불 시스템의 지속적 개선과 함께 양질의 정보 제공과 편리하고 안전한 결제 시스템이 필요하고, 소비자역량이 낮은 소비자를 위하여 친소비자적 호텔예약사이트 화면 구성과, 가격 혜택, 용이한 이용 후기 검색 기능 등이 필요한 것으로 나타났다.

토종브랜드 호텔과 해외브랜드 호텔에 관한 고객 체험이 서비스 품질, 고객 만족, 소비자

이형주(Hyoung Ju Lee) 한국호텔외식관광경영학회 2013 호텔경영학연구 Vol.22 No.4

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. Based on Schmitt(1999)`s Strategic Modules(SEMs), this study provided strategic implications according to its results. To this end, this study collected data from 300 participants who have stayed at local and global brand hotels in Seoul. SPSS 18.0 and AMOS 18.0 were used for data analysis. 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. In conclusion, the study provided some strategic implications that experiential marketing in hotel industry needs be practiced to maintain the competitive advantage and sustain branding power and will result in stronger consumer-brand relationships in local and global brand hotels.

OTAs 환경에서 호텔 가격할인에 대한 소비자 구매의도 분석: 위험지각의 매개효과 및 브랜드 친숙도 조절효과

김도경,김인신 한국관광산업학회 2019 Tourism Research Vol.44 No.4

본 연구는 온라인 여행사(online travel agency: OTA) 환경에서 제시한 호텔 가격할인에 대한 소비자의 인지심리를 분석하고자 할인율에 따른 구매의도를 분석하였고, 호텔 객실의 가격할인율이 높을수록 그 품질에 대한 위험지각을 고찰하였으며, 호텔 브랜드 친숙도가 그 위험지각을 감소시킬 수 있는지 그 조절효과를 검정하였다. 본 연구를 위해 10%, 30%, 50%, 70%, 및 90%의 할인율 5가지와 호텔 브랜드 친숙도(잘 알려진 브랜드 vs. 덜 알려진 브랜드) 2가지를 독립변수로 설정하여 5X2 실험연구를 설계하였다. 설문조사는 OTAs를 이용하여 호텔을 구매해본 적이 있는 미국호텔소비자를 대상으로 조사하였고, 808명의 응답을 이용하여 SPSS와 AMOS 23.0으로 분석하였다. 데이터 분석결과, OTA에서 판매되는 호텔객실 할인율이 높아질수록 소비자의 구매의도가 높아졌으나, 과도한 할인(90% 할인)가격은 소비자의 구매의도를 감소시켰다. 또한 호텔 객실할인율과 소비자 구매의도 간 관계에서 소비자의 위험지각은 유의한 매개역할을 하였으며, 호텔 브랜드 친숙도는 조절변수로써 유의하게 작용하였다. 이 실험연구의 분석결과를 바탕으로 OTA 매니저들을 위한 유용한 전략이 제시되었고, 새로운 관점에서 학문적인 시사점을 도출하였다. This study investigated the effect of hotel’s discounted price on customers’ purchase intentions depending on discount rate, examined the mediating role of risk by perception discount rate and verified the moderating function of familiarity on the relationship between discount rate and purchase intention in an online travel agent(OTA) setting. The experimental study that includes discount condition (10%, 30%, 50%, 70%, and 90%) and hotel brand familiarity (well-known hotel vs. lesser-known hotel) as independent variables was designed based on the literature review, and the survey was conducted targeting US hotel customers who had purchased the hotel room using OTAs. The 808 responses were collected via survey company in USA and the data analyzed using SPSS and AMOS 23.0 program. The analysis results revealed that discount rate of hotel room price affect on customers’ purchase intentions positively while excessive discount of hotel room (90% discounted price) decreased customers’ purchase intention in the OTA setting. Additionally, risk perception significantly mediated the link from discount rate to purchase intentions, and brand familiarity played a significant moderating role on the relationship between discount rate and purchase intentions. According to the analysis results, effective strategies for managers in OTA and academic implications were discussed.

온라인 호텔예약사이트 이용자후기 신뢰도에 대한 연구

김경자 한국소비문화학회 2019 소비문화연구 Vol.22 No.3

본 연구는 대학생 소비자들을 대상으로 온라인 호텔예약사이트의 이용자후기에 대한 소비자신뢰도를 후기사이 트에 대한 신뢰도와 후기내용에 대한 신뢰도로 구분해 파악하고 두 변수간 관계를 분석하였다. 후기사이트에 대 한 신뢰도는 신뢰대상에 따라 사이트운영자와 후기작성자 및 후기이용자에 대한 신뢰의 세 차원으로 나누고 세 개 신뢰차원은 다시 각각 역량과 선의, 진실성의 3 신뢰요소로 구성하였다. 자료 분석결과 후기작성자에 대한 신 뢰도나, 사이트운영자에 대한 신뢰도보다 후기이용자에 대한 신뢰도수준이 더 높았고 하위요소별로 보면 각 주체 의 진실성에 대한 신뢰도가 역량에 대한 신뢰도보다 높았고 역량에 대한 신뢰도가 선의에 대한 신뢰도보다 높았 다. 온라인 호텔예약사이트 후기내용 신뢰도에 유의한 영향을 미치는 요소는 사이트운영자의 역량과 진실성, 후 기작성자의 진실성, 그리고 후기이용자의 역량과 선의에 대한 신뢰도였다. 후기내용 신뢰도는 다시 사이트만족도 와 사이트 재방문의도, 사이트 추천의도에 정적 영향을 미쳤는데 사이트운영자의 역량과 진실성 등 사이트운영자 에 대한 신뢰요소의 영향력이 상대적으로 크게 나타났다. 연구결과에 근거하여 무엇보다 후기작성자의 역량강화 와 사이트운영자에 대한 신뢰확보가 필요함을 제언하였다. Nowadays Travel consumers highly depend on the online reviews of hotel booking sites to search hotel information and to reserve accommodation. The purpose of this study was to investigate the level of three kinds of trust(trust-in-site, trust-in-reviewer, trust-in-self) of online hotel booking sites and their influences on the consumer trust of online consumer reviews on hotels. Each trust measurement was composed of 3 sub-factors of competence, benevolence, and integrity. A survey was conducted from November to December, 2018 with 386 college students in the metropolitan area of Seoul. Research results were as follows; First, trust-in-self was stronger than the trust-in-site and trust-in-reviewer. Trust for integrity factor was stronger than the trust for competence and benevolence factor. Second, three kinds of trust had positive effects on the consumers’ trust on the consumer hotel reviews in general, however, the influences of their sub-factors on the consumer review trust, consumer satisfaction, site revisit intention, and site recommendation intention were varied.

CONSUMER RESPONSES TO PROMOTIONAL TOOLS IN HOTELS: A CASE STUDY OF CHINESE CONSUMERS

JennyWeichen,Marwa Gad Mohsen 글로벌지식마케팅경영학회 2016 Global Marketing Conference Vol.2016 No.7

The rapid growth of the Chinese tourism has stimulated competition within tourismrelated industries, such as the hospitality industry. The purpose of this study is to examine the Chinese consumer reaction to different promotional tools used by hotels in China and, thus, to provide a deeper understanding for marketers of how to use sales promotion effectively to generate appropriate consumer responses. An experimental survey was administered yielding a total sample of 319 Chinese customers, who were probed using different types of sales promotion tools. Data analysis indicates that bonus packs (e.g. a 3-night stay at a hotel for the price of 2) induced the highest consumer perceived value, brand switching, and purchase acceleration intention, whereas price discounts resulted in the highest intention to spend more. Although this study has its limitations given its reliance on a convenience sample, it offers insightful practical implications for hotel business owners in Asia regarding targeting the right customers with the right promotional tools, where it is proposed that bonus packs successfully attract new Chinese customers and price discounts support in generating more sales.

블랙컨슈머의 고객불량행동이 호텔종사원의 직무소진과 고객지향성에 미치는 영향 연구

김은혜,박인영,김혜영 관광경영학회 2016 관광경영연구 Vol.71 No.-

This study basically aims to discuss how black consumers’ dysfunctional customer behaviors would influence hotel employees’ job burnout and customer-orientation. As for the research purpose, the study first understands seriousness of black consumers’ ever-evolving dysfunctional customer behaviors and how it would eventually affect hotel employees and then, conducts an investigation on effects of the hotel employees on customers. In such process, the study defines not only significance of how a company would respond but also these problems such as hotel employees’ stress caused afterwards. The study carried out a regression analysis based on results gained from a survey on dysfunctional customer behaviors, job burnout and customer-orientation, and findings were presented. The study noticed that subordinate factors of job burnout such as a decreased sense of achievement, depersonalization and emotional burnout are mostly caused by destructive consumers and deadbeat consumers which are components of a dysfunctional customer behavior and that depersonalization and a decreased sense of achievement which are components of job burnout have negative (-) effects on customer -orientation which made the study understand that emotional burnout is not affected. This study only explored levels of significance but it can be still an important research reference in that in an empirical discussion, it has offered practically helpful suggestions both by discussing how black consumers’ dysfunctional customer behaviors are related to hotel employees’ job burnout and customer-orientation and by arguing for how hotels should manage internal customers and external ones by themselves. As far as this study proves, dysfunctional customer behaviors can have harmful effects on how employees serve other customers and when it comes to companies as well, such behaviors make companies keep looking for ways for improvement and change.

호텔기업의 SNS마케팅에 따른 소비자 혼란이 부정적 감정, 불만족 및 구매지연에 미치는 영향

임구연 (사)한국조리학회 2019 한국조리학회지 Vol.25 No.10

Hotels are pursuing diversified information provision and marketing through SNS in order to make collection of information easier, reduce marketing costs, and fulfilling the diverse range of desires of consumers. However, as the quantity of information provided is increasing markedly and becoming more complex, consumers are becoming increasingly confused on which information should be used, which would then impart negative effects on the hotel. The aim of this study is to examine consumer confusion and verify the relationship of consumer confusion with consumers’ negative emotions, dissatisfaction, and delays in purchasing. For this purpose, a questionnaire survey was conducted on consumers who experienced SNS marketing for hotels as the subjects, and data was obtained from a total of 291 subjects and was used for analysis. From the results of the analysis, it was found that overload confusion and ambiguity confusion, among the subordinate factors of consumer confusion, have affirmative effects on negative emotions, while overload confusion and similarity confusion impart affirmative effects on dissatisfaction. In addition, it was found that negative emotions and dissatisfaction have affirmative effects on the delays in purchasing. Based on the results of the empirical analysis, several implications on the SNS marketing strategy and operation of the hotel are suggested.

소비가치 및 호텔선택속성이 만족도에 미치는 영향: 80년대 이후 출생한 중국 소비자들을 대상으로

장징아,이희승,서강태 관광경영학회 2019 관광경영연구 Vol.93 No.-

Chinese consumer market will increase by $ 2.3 billion over the next five years. Increasingly, the center of consumption has been changed to 1980s and 1990s therefore the market has to change its strategies to meet their target group. The purpose of this research is to investigate the relationship between consumption value and satisfaction, the relationship between hotel selection attributes and satisfaction, and what type of consumption value was selected for consumers. The results of this study were as follows. First, as a result of multiple regression analysis to see the effect of consumption value on satisfaction, the functional value factor of consumption value has a significant positive effect on satisfaction. Second, Reputation and the facility factors have a significant positive effect on satisfaction. The functional abilities should be increased to increase the satisfaction level of hotel visitors. The hotel offers a variety of room choices to satisfy your customers' consumption needs. In addition, strengthen hotel business' strategic goals by enhancing competitiveness of hotel business.

Effects of Hotel Experiences on Service Quality, Satisfaction and Consumer-Brand Relationship

Jae-Min LEE 한국웰빙융합학회 2021 웰빙융합연구 Vol.4 No.4

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.