호텔기업간 전략적 제휴동기가 제휴결정요소와 운영상태 및 경영성과에 미치는 영향에 관한 연구

Strategic alliance between corporations is considered to be one of the competitive methods to survive in the recent business environment. This study attempted to find questions for what kind of variables influenced business performance according to strategic alliance between hotel corporations, and clarified the effects of motivation of strategic alliance on decisive factors, operation conditions, and business performance empirically. This study carried out a survey for employees working at the five-star, the first and second class hotels located in Seoul. In this paper, a hypothesis test for the questionnaires are configured by default, whether or not to have internal consistency reliability test was conducted to investigate the concept feasibility to measure the validity through correlation analysis were analyzed. For hypothesis testing and correlation analysis and multiple regression analysis Analytical techniques, such as was used. The expectation about contribution to a market share and sales expansion was the major motivation of strategic alliance between hotel corporations. It was also found that the trust, cooperation, and information sharing between partners were main important causes in decisive factors of strategic alliance. The results of this study provide a firm planning to take any form of strategic alliance information regarding the variables influenced business performance according to strategic alliance between hotel corporations so that they can manage those variables. Further, this study provides necessary information to make strategic marketing policy through analyzing relationships among motivation of strategic alliance, decisive factors, operation conditions, and business performance empirically.