Kim, Jae Jin(Department of Business Administration Graduate School of Seoul National University)

This study reviews the marketing strategies in the view of service marketing for hotel industry to systematically carry out the marketing activities. Recently, the number of hotel users has been growing steadily. There can be two reasons for this increasding demand for hotel. One reason can be increasing number of foreign visitors. The other reason can be increase In domestic demand as living standards improves and consumer needs become diversified. To satisfy the increasing demand, systematic marketing activities become needed by hotel industry. The purpose of the study is to know what kind of marketing strategies are needed to carry out the activities.

A hotel is a service firm which has the hotel service marketing system in which operation system, delivery system, and marketing activity intereact one another. And also, employee and customer play a role as a producer of service. In the process, physical evidence as a tangible object makes providing and delivering the service possible. Also, the marketing activities are conducted to raise the efficiency of service production system as a whole. There are two methods to predict hotel room demand. The first method predicts demand by market. To predict future market share this method divides the market shares of a certain hotel and competitors by segmented market and considers segmented market's growth rate and competition during the prediction period. The second method predicts demand by the demand size of tourists. This method predicts the hotel room demand based on the demand variables such as the number of entering tourists, average staying period, and the rate of hotel check-in. The purchase decision making process of hotel consumers consists of the three stages which are pre-consuming stage, and post-consuming stage. The main difference between the process of hotel consumers and the process of product consumers is that the evaluation occurs while in the consuming process. The market segementation can be done by travel purpose, hotel product demand levels and customer status. This segmentation should be consumer oriented which maximizes the benefit of each segmented market. The marketing strategies are reviewed by the seven marketing mixes which are presented by Booms and Bitnner.

1. As hotel product has the characteristics of product-service mixing, it is Important to deliver images which can satisfy consumer's expectancy benefit and to have quality management system to guarantee sufficient quality.

2. I've examined the four methods of pricing hotel rooms. It is necessary to recognize hotel room charge with relation to demand fluctuating, quality association and package product.

3. In hotel marketing channel, indirect channel by channel intermediary is generally used.

4. In hotel Promotion stirategy, we must emphasize reinforcement of hotel images by materializing the service.

5. In participant mix strategy, internal marketing to employee who is service producer is necessary and it is important for consumer to recognize his role to receive better service.

6. In order to reduce uncertainty of intangible service, physical evidence of hotel should present more material object.

7. In the process of service assembly in hotel, it is urgently needed to use computer system to be consistent in service flow from reservation to check-out.

Key words: hotel service marketing system, channel Intermediary, hotel Images, internal marketing, physical evidence of hotel.