A Study on The Tourism Marketing and Consumer Behavior Emphasis on The Usage situation and Hotel Choice Behavior

Sa, Gong Young
Marketing Major
Department of Management
Graduate School of Business Administration
Yeungnam University
(Advised by Professor Young-Bong Park )

A central problem of consumer behavior study is choice, since the outcome of a choice can only be known in the future, consumers are forced to deal with uncerntainty or risk.

The purpose of this study is to investigate to chossing factors of the hotel on hotel user's choice and preference attitude and to examine user's satisfaction and dissatisfaction factors, and thus to provide the marketers with certain informations.

There fore, this study to empirically prove the factors bt testing types of hypotheses.

To test the hypothesis of study, a field study has been conducted using questionatre surveys.

Data from the field study collected from 348 different hotel user's in Taegu area and analyzed with χ²(chi-square) and factor analysis through spss⁺ package on an IBM-PC.

Some analyzed results of the study include:

(1) The hotel usage situation differs greatly by age occupation, and sex.

(2) In the women the most important motivation for hotel choice is the establishments and facilities. And in the men most important motivation is the soctal authority.

(3) The motivation according to the occupation is in salesmen, service men, specialists and hose-wives, the estabilish, in bisiness men or enter prisers, social power and in students and offickls, price.

(4) The importance regarding the choice of the hotel attributes becomes different depending upon the hotel usage.

(5) The most important factor according to hotel choosing attitude is the hotel stability or quality of foods and beverages.

Another important factors are the price, correspondencel amusement facilities, service of workers, and hospifalitas/reception.

(6) The dissatisfaction factors according to hotel choosing behivior indicate the price the lower level of service and the bad location conditions of hotel.

The above results prove the methods applied for the hotel marketing stategical development as follows.

(1) Because the usage situation influences on the hotel user's choice attributes and the hotel choice, the market segmentation based upon the situation is.

(2) In the hotel user's pricing strategy, the differen tited pricing strategy should be devised by the usage situation.

(3) Because there is difference between the subject of advertising and the object of attributes. In sales promottion strategy the advertising and promotion strategy should be set up.

It is true that this current study contributes to tourist's behavioral study theoritically and emperically following new result.

Afterwards, through this study of the hotel user's preference attitude and image, the theoritical study for the situation to promote the expectation of the consumer's behavior will be continued.