The hotel industry, which had been growing continuously, is coming back to life after experiencing a severe downturn due to the coronavirus. However, Corona brought many changes to people's lifestyles, which also affected hotel usage patterns. Amid th...
The hotel industry, which had been growing continuously, is coming back to life after experiencing a severe downturn due to the coronavirus. However, Corona brought many changes to people's lifestyles, which also affected hotel usage patterns. Amid these changes, city mid-price hotels, which were hit hardest during the COVID-19 period, must adapt to the changes and develop. To do so, city mid-price hotels must identify user needs appropriate for their location type and establish hotel facility and service strategies accordingly. In this study, city mid-price hotels refer to 1-3 star tourist hotels located in the city. City mid-price hotels are hotels that pursue a reasonable price policy, focus on guest rooms, and have minimal facilities to help with room sales. They pursue simple design without flashy decorations and are characterized by being operated with a minimum number of people. In addition, the location types of city mid-price hotels can be divided into four types: commercial center type, transportation center type, business center type, and tourism center type. The selection attributes of city mid-price hotel users include price, facilities, services, location, brand image, and customer reviews.After selection, customers show consiousness such as satisfaction, intention to reuse, and intention to recommend. Based on the hotel operation status of the Korea Hotel Industry Association as of the end of 2022, we looked at the operation status of city mid-price hotels in Seoul and Busan. Based on this, we looked at the location status of each gu. In the case of Seoul, there are many hotels in Gangnam-gu, Jung-gu, and Jongno-gu. In Busan, you can see that hotels are concentrated in Haeundae-gu, Suyeong-gu, Busanjin-gu, Jung-gu, and Dong-gu. In addition, we looked at the characteristics of each city mid-price hotel according to its location type through examples of city mid-price hotels in Seoul and Busan. Based on this survey and classification, the results of research on users' consiousness according to the location of city mid-price hotels are as follows. First, as a result of analyzing the general information of the survey respondents, the most common responses were male, in the 40s, office worker/manager/civil servant, 4th college graduate, household annual income over 80 million won, married, and 2 children. Second, as a result of analysis on the use of city mid-price hotels, the most frequent use of city mid-price hotels was once a year, with an average stay of 1 night. Among the frequency of using all hotels, the frequency of using city mid-price hotels was low at 0 to 20%, and this was more noticeable in households with annual income of 60 million won or more. City mid-price hotels are mainly used alone or with family. When using them alone, the purpose is mainly for ‘work or personal business’, and when using them with family, the purpose is often ‘sightseeing’. Third, as a result of analyzing the locations of city mid-price hotels, it was found that city mid-price hotels located in commercial, transportation, business, and tourism centers are used relatively evenly, and more than half of users think that location is ‘very important.’ The priorities for selection attributes of city mid-price hotels were location, price, facilities, customer reviews, service, and brand image. The use of city mid-price hotels located intransportation centers was the most common regardless of the purpose of use, and users of city mid-price hotels in transportation centers considered location to be the most important. This shows that it is important for city mid-price hotels to be located in places with convenient transportation. In addition, when using city mid-price hotels alone or with friends, they preferred locations in the transportation center, and when using them with a couple or family, they preferred locations in the tourist center. This shows that the type of customer can be predicted depending on the location characteristics of city mid-price hotels. Fourth, as a result of analyzing user consciousness according to location factors of city mid-price hotels, overall high satisfaction, intention to reuse, and intention of recommend were shown, and they tended to regard location as the most important when reselecting. In addition, it appears that user satisfaction, intention to reuse, and recommendation intention were high for city mid-price hotels located in commercial centers and transportation centers. In order to increase user satisfaction, city mid-price hotels should select locations with convenient transportation and many commercial facilities. This study showed limitations in classifying location types, and there is a need to continue research based on a more detailed and structured classification of location type.