ABSTRACT

A Study on Marketing Strategy of Budget Hotel


Cho, Uiyoung
Department of Tourism Management
The Graduate School Kyonggi University

An enterprise should adjust and lead the change of environment. What is more, it should plan to enlarge the creative adjustment to survive in varieties, for it is a transaction ecosystem extends the space of existence in relationship with surroundings. So ultimately the purpose of it should be modified to maintain the going concern based on survive strategies. Then, it is to maximize the enterprise value departed from profit maximization.

Above all, hotel industry has had a hard time in making better profit during inevitable reformation of operation directly on account of IMF relief financing environment and so forth. Some properties resulted in bankruptcy and some are on crisis of disposal.

To accomplish the purpose of this study, through document investigation, the concept of budget hotel, management character, marketing environment of budget hotel and marketing strategy.

The main purpose of this is to find budget hotel what situation we need take customer's complaints about current hotel products and find their desires and consuming patterns to make the budget hotel merchantable with new concept under the assumption of the existence of potential market and to explore a plan for marketing strategy.

The summary of this study is as following.

First, The correlated environment analysis of the budget hotel. The study proceeds as following 1) the environment of consuming culture 2) the environment of general industry 3) the environment according to tour environment.

Second, The appropriateness - analysis the merchantable budget hotel. It analyzed the direct appropriateness of the necessity of the merchantable budget hotel.

Third, The standardization strategy for the mechanization of budget hotel. It presents a plan to provide lower prices for the customers than the current ones to maintain all the services at good condition.

Forth, Statically analysis as questionnaire analysis. It presents a customer's behavior and marketing strategy. This survey is developed to help managing budget hotel in Korea of quality management, customer service, development of marketing strategy.

I hope that the next study would keep high study as theorycal study and some more needs as statically analysis by closely questionnaire contents.

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