한국호텔산업의 긍정적 이미지 제고방안 -인터넷 마케팅을 통한 활성화 방안-

Rather than traditional marketing tools such as fax, telephone, new computer-based reservation system introduced to the tourism industry all around the world. This new marketing tool allows the hotel industry to actively provide hotel guests with customized services and enhanced products and services, specifically for the ever-growing internet users.First of all and foremost, the hotel business should analyze the potential internet users and investigate the present promotion within the working areas of the internet-based hotel marketing. With this new era, this research is to investigate available functions of sales promotion activities and evaluates overall performance in terms of web-based marketing strategies in hotel industry in Korea. It can be argued that marketing strategy of the web-site are more strongly predictive tool of not only online consumers' satisfaction, but also the reputation and industry image of the hotel in Korea. By using web-based marketing strategy, it is expected that factors such as technical characteristics, convenient service, and competitive prices might be known to international tourists those who will visit Korea in the future. At the same time, it is important for the hotel industry to cooperate managerial tactics with travel agencies to emphasize that web-sites are an important element of corporate identity management and to strengthen Korean hotel industry. This study found that the image of hotel in Korea largely depended on cooperative web-based technical reservation system, overall service quality, and functional system of marketing strategy in today's competitive web-based market.