호텔컨벤션 서비스 보증에 대한 시장의 인구통계적 특성별 차이 연구

This study was done to contribute to the establishment of the plan for hotel marketing for the inducement of convention events through positive analysis of the difference of service assurance of hotel by the demographical characteristics based on hotel convention service users. To that end, totally 350 copies of questionnaire sheets were distributed to individuals that participated in the conventions in the 1st class hotels in Busan region from April 10 to 30, 2010, and 326 copies were used in the final analysis. For statistical analysis, SPSS 17.0 statistics program was used. As a result of factor analysis, hotel convention service assurance was composed of 3 factors in all, and the factors were named assurance reliability, assurance clarity and assurance safety etc. As a result of analyzing the difference by demographical characteristics, partially significant differences were found on gender, age, education background and monthly average income etc. In conclusion, it was found that the more convention services the customers experienced convention services in hotel directly or indirectly, the more positive they are likely to evaluate hotel convention service assurance.