소비자 평점이 높은 유럽 호텔의 특징에 대한 참여관찰 결과와 후기내용 비교

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

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.

VALS2 모델 기반 호텔 브랜드 경험 유형 분석 - 일본 사례를 중심으로 -

김부미,권영재,김주연 한국공간디자인학회 2025 한국공간디자인학회논문집 Vol.20 No.3

(연구배경 및 목적) 호텔은 단순 숙박 기능에서 벗어나 소비자의 다양한 라이프스타일을 반영한 맞춤형 브랜드 경험을 제공하는 공간으로 발전하고 있다. 특히 현대 소비자들은 연령, 성별과 같은 전통적 기준보다 자신의 가치관과 취향을 표현할 수 있는 브랜드 경험을 선호한다. 이에 본 연구는 소비자 라이프스타일 트렌드가 호텔 브랜드 경험에 미치는 영향을 분석한다. 또한호텔 유형에 따라 브랜드 경험을 어떻게 차별적으로 제공되는지를 파악하여, 변화하는 소비자 트렌드에 적합한 브랜드 경험 설계 방안을 제시하고자 한다. (연구방법) 연구는 문헌 연구와 사례 분석으로 진행되었다. 먼저 호텔 브랜드 경험 및 구성 요소에관한 이론을 정리하고, WGSN 글로벌 트렌드 리포트를 통해 최신 소비자 라이프스타일 트렌드를 분석하였다. 또한 VALS2 모델로 소비자 라이프스타일 유형을 분류하였다. 사례 분석은 2019~2024년 일본에서 개관한 4개 호텔(웰니스 호텔: 자누 도쿄, 스마트 호텔: 헨나 호텔 프리미어 교토 고조 카라스마, 친환경 호텔: 굿 네이처 호텔 교토, 라이프스타일 호텔: 캐노피 바이 힐튼오사카 우메다)을 선정하였다. 각 호텔은 VALS2 소비자 유형(EXP, BEL, INN, ACH, THK, STR)과 연결하여 감각적, 감정적, 인지적, 행동적 경험의 4가지 범주와 12가지 세부 요소로 나누어 분석하였다. 자료는 각 호텔의 공식 웹사이트, 마케팅 자료, 소셜 미디어 콘텐츠, 고객 리뷰 등 2차 자료와 현장 방문 관찰을 통해 수집하였다. (결과) 연구 결과, 소비자 라이프스타일 트렌드에서 도출된 키워드(웰니스, 스마트 기술, 지속 가능성, 개성화된 경험)는 VALS2 모델에서 도출한 특정 소비자 유형과 연결되어 웰니스 호텔, 스마트 호텔, 친환경 호텔, 라이프스타일 호텔로 구체화되었다. 웰니스 호텔은 사회적 웰니스 프로그램과 개인맞춤형 웰빙 서비스로 감성적·행동적 경험을 강조하였고, 스마트 호텔은 AI 및 IoT 기술을 활용하여 효율적이고 편리한 브랜드 경험을 제공하였다. 친환경 호텔은 지속 가능한 운영 방식과 친환경 소재를 통해 윤리적 소비와 인지적·행동적 경험을 촉진하였으며, 라이프스타일 호텔은 지역적 특색을 담은 감각적 디자인과 맞춤형 서비스를 통해 소비자와 정서적 유대감을 형성하였다. (결론) 본 연구는 소비자 라이프스타일 트렌드에서 특정 키워드가 도출되고, 특정 고객층과 호텔 유형으로 연결되는 관계를실증적으로 드러냈다. 이를 통해 각 호텔 유형별 브랜드 경험 요소의 적용 방식이 명확히 구분되었으며, 다음과 같은 실무적 시사점을 제시하였다. 첫째, 호텔 브랜드는 소비자의 라이프스타일을 반영한 맞춤형 브랜드 경험 설계가 필요하다. 둘째, 호텔 유형별로 브랜드 경험 요소를 차별화하는 전략이 요구된다. 셋째, 브랜드 경험이 일회성에 그치지 않고 장기적인 고객 관계로 이어지도록 멤버십 프로그램 및 참여형 서비스 등을 강화해야 한다. 본 연구는 일본 내 4개 호텔만을 대상으로 하여 일반화의 한계가있으므로, 향후 연구에서는 다양한 지역과 문화권의 호텔 사례를 포함하고, 정량적 접근을 통해 심층 분석할 필요가 있다. (Background and purpose) Hotels are evolving from spaces offering simple accommodation functions into spaces that provide personalized brand experiences reflecting the diverse lifestyles of consumers. Accordingly, this study analyzes the impact of consumer lifestyle trends on hotel brand experiences. It also aims to understand how brand experiences are differentiated depending on hotel types, and to propose design strategies for brand experiences suitable for changing consumer trends. (Method) This study was conducted through literature review and case analysis. First, theories related to hotel brand experiences and their components were organized, and the latest consumer lifestyle trends were analyzed using the WGSN Global Trend Report. In addition, consumer lifestyle types were classified using the VALS2 model. For the case analysis, four hotels opened in Japan between 2019 and 2024 were selected: a wellness hotel (Janu Tokyo), a smart hotel (Henn na Hotel Premier Kyoto Gojo Karasuma), an eco-friendly hotel (Good Nature Hotel Kyoto), and a lifestyle hotel (Canopy by Hilton Osaka Umeda). Each hotel was analyzed by linking it to VALS2 consumer types and categorizing the brand experience into four domains—sensory, emotional, cognitive, and behavioral—with twelve sub-elements. Data were collected from secondary sources such as the hotels’ official websites, marketing materials, social media content, and customer reviews, as well as through on-site observation. (Results) The results showed that the keywords derived from consumer lifestyle trends—wellness, smart technology, sustainability, and personalized experience—were connected to specific consumer types in the VALS2 model and were embodied in the hotel types. The wellness hotel emphasized emotional and behavioral experiences through social wellness programs and personalized well-being services. The smart hotel provided efficient and convenient brand experiences using AI and IoT technologies. The eco-friendly hotel promoted ethical consumption and cognitive and behavioral experiences through sustainable operations and eco-friendly materials. The lifestyle hotel built emotional connections with consumers through sensory design that reflected local identity and personalized services. (Conclusion) This study empirically revealed the relationship in which specific keywords from consumer lifestyle trends are linked to certain customer segments and hotel types. Through this, it was confirmed that the application methods of brand experience elements vary clearly by hotel type, and the following practical implications were presented. First, hotel brands need to design personalized brand experiences that reflect consumer lifestyles. Second, it is necessary to establish strategies that differentiate brand experience elements by hotel type. Third, brand experiences should not be one-time events but should be strengthened through membership programs and participatory services to lead to long-term customer relationships. Since this study focused only on four hotels in Japan, there are limitations in generalization. Therefore, future research should include hotel cases from various regions and cultural backgrounds and conduct in-depth analysis through a quantitative approach.

장 보드리야르 소비 이론을 기반으로 한 라이프스타일 호텔의 브랜드 경험 연구

김부미,김주연,권영재 한국공간디자인학회 2025 한국공간디자인학회논문집 Vol.20 No.3

(연구배경 및 목적) 현대 사회는 소비 중심의 경제 구조로 변화하면서, 소비자는 단순한 제품 구매를 넘어 라이프스타일과 정체성을 반영하는 경험 소비를 중시하고 있다. 이러한 변화는 호텔 산업에도 영향을 미쳐, 소비자의 가치관과 취향을 반영한 라이프스타일 호텔이 등장하게 되었다. 본 연구는 보드리야르(Jean Baudrillard)의 소비 이론을 바탕으로, 라이프스타일 호텔이 브랜드 아이덴티티를 공간 디자인, 감각적 요소, 서비스 운영을 통해 어떻게 구현하고 있는지를 분석하는데 목적이 있다. (연구방법) 본 연구는 질적 연구 방법을 기반으로 문헌 연구, 사례 연구, 현장 관찰, 인터뷰를 병행하였다. 연구 대상은 일본에서 최근 5 년 이내(2019~2024) 개관한 라이프스타일 호텔 중, 브랜드 정체성이 뚜렷하고 현대 소비 트렌드를 반영하여 SNS를 통해 소비자 피드백이 활발히 공유되고 있으며, 브랜드 경험이 명확하게 구현되고 있는 5개 호텔로 선정하였다. 연구자는 각 호텔의 공식웹사이트, 마케팅 자료, 고객 리뷰 및 소셜 미디어 게시물 등을 분석하였고, 2023년 11월과 2024년 3월에는 현장 방문 및 인터뷰를 통해 공간, 감각, 서비스 측면에서의 브랜드 경험 구현 방식을 관찰하였다. 브랜드 경험 평가는 보드리야르 소비 이론에서도출한 9가지 항목을 기준으로 수행하였으며, 5점 척도를 적용하여 반영 정도를 비교하였다. (결과) 분석 결과, 대부분의 호텔은브랜드 아이덴티티를 공간과 서비스에 일관되게 반영하고 있었으며, 감각적 요소와 서사적 경험을 통해 소비자에게 특정 라이프스타일을 설득력 있게 전달하고 있었다. MUJI HOTEL GINZA는 미니멀리즘과 지속가능성을, ACE HOTEL KYOTO는 지역성과 문화적 창의성을, SEQUENCE MIYASHITA PARK는 디지털 기반의 스마트 라이프스타일을 강조하였다. TRUNK(HOTEL) YOYOJI PARK는 친환경적 운영과 지역 커뮤니티 연계를 통해 지속가능한 라이프스타일을 경험하게 하였고, THE TOKYO EDITION, TORANOMON은 글로벌 감각과 일본적 요소를 결합한 고급스러운 브랜드 경험을 제공하였다. 이처럼 각 호텔은 서로 다른 정체성과 몰입 경험을 바탕으로 차별화된 브랜드 경험을 제시하였다. 그러나 일부 호텔에서는 브랜드가 제시하는 이상적 이미지와 실제 소비자 경험 간의 괴리로 인해 몰입감이 저하되거나 기대에 미치지 못하는 사례도 나타났다. (결론) 본 연구는 라이프스타일 호텔의 브랜드 경험을 보드리야르 소비 이론을 통해 해석함으로써, 브랜드가 기호를 통해 소비자의 정체성을 형성하고 차별화 및 동일화 전략을 수행하는 과정을 구체적으로 분석하였다. 또한 브랜드 경험이 공간적 요소, 감각적 자극, 서비스 운영을 통해 어떻게 하이퍼리얼리티를 형성하고 소비자의 몰입을 유도하는지를 실증적으로 검토하였다. 향후 연구에서는 라이프스타일 유형별 브랜드 경험 차이를 정량적으로 분석하고, 나아가 호텔 산업뿐만 아니라 서비스 산업 전반에서 브랜드 경험의 확장 가능성을 연구할 필요가 있다. (Background and purpose) As modern society transitions into a consumption-oriented economic structure, consumers increasingly value experiential consumption that reflects their lifestyles and identities, going beyond the mere purchase of products. This shift has also influenced the hotel industry, leading to the emergence of lifestyle hotels that embody consumers’ values and preferences. This study aims to analyze how lifestyle hotels realize brand identity through spatial design, sensory elements, and service operations, based on Jean Baudrillard’s theory of consumption. (Method) This study adopts a qualitative research approach, combining literature review, case study, field observation, and interviews. The research targets five lifestyle hotels in Japan that opened within the last five years (2019–2024), selected for their clear brand identity, reflection of contemporary consumption trends, active consumer feedback shared via social media, and well-defined implementation of brand experiences. The researcher analyzed each hotel’s official website, marketing materials, customer reviews, and social media posts. Field visits and interviews were conducted in November 2023 and March 2024 to observe how brand experiences are implemented in terms of space, sensory elements, and service. The evaluation of brand experience was carried out using nine criteria derived from Baudrillard’s theory of consumption, applying a five-point scale to compare the level of implementation. (Results) The analysis revealed that most hotels consistently reflected their brand identity through spatial and service aspects, and effectively conveyed specific lifestyles to consumers through sensory elements and narrative experiences. MUJI HOTEL GINZA emphasized minimalism and sustainability; ACE HOTEL KYOTO highlighted locality and cultural creativity; SEQUENCE MIYASHITA PARK focused on a digitally-driven smart lifestyle. TRUNK(HOTEL) YOYOGI PARK provided a sustainable lifestyle experience through eco-friendly operations and local community engagement, while THE TOKYO EDITION, TORANOMON offered a luxurious brand experience that combined global sensibilities with Japanese elements. In this way, each hotel presented a differentiated brand experience based on unique identities and immersive experiences. However, in some cases, a gap between the ideal image presented by the brand and the actual consumer experience led to reduced immersion or unmet expectations. (Conclusion) This study interprets the brand experience of lifestyle hotels through Baudrillard’s theory of consumption, providing a detailed analysis of how brands construct consumer identity and execute strategies of differentiation and identification through signs. Additionally, it empirically examined how brand experience forms hyperreality and induces consumer immersion through spatial elements, sensory stimulation, and service operations. Future studies should quantitatively analyze differences in brand experience according to lifestyle types and explore the potential for expanding brand experiences beyond the hotel industry to the broader service sector.

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.

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.

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.