소비가치 세분화에 따른 호텔선택 결정속성의 차이: 서울 특 1급 호텔의 외국인 고객을 중심으로

The purpose of this study is to examine important determinant attributes when customer visit the hotel and examine differences of determinant attributes of hotel selection by each group of foreign hotel customer's consumption value. For the analysis of this study, a questionnaire survey was conducted with foreign hotel customer in 5 star hotels in Seoul, cluster analysis, discriminant analysis, MANOVA and ANOVA were used. As a result, hotel customer' consumption value were divided into 4 clusters: 'conditional value type', 'emotional value type', 'passive value type' and 'social value type'. ANOVA analysis found that guest room charge and food and beverage service and general environment and guest room service showed a significant difference. 'Conditional value type' showed more high interest in guest room charge, 'emotional value type' showed more high interest in food and beverage service and general environment and guest room service. 'Passive value type' showed more high interest in guest room service and 'social value type' showed some interest in food and beverage service and general environment and guest room service. This study should be helpful in suggesting marketing strategy of the determinant attributes of hotel selection and this study would be a significant material relating to the consumption value.