서울 특1급 호텔 레스토랑의 와인 리스트 항목 개발에 관한 연구

The purpose of this study is to suggest potential marketing strategies for luxury hotel restaurants to increase wine sales by developing the contents(information provided) of wine list. To analyze this study, a four-step delphi method was employed using a panel of 15 five-star hotel sommeliers, 9 wine experts, and 6 wine institute educators in the Seoul area. The study emphasize the important role of the wine list as a marketing tool and the necessity of the development of its contents to facilitate the understanding of wine list. In addition to three contents; wine's origin,vintage and price, which were agreed by the panel to be provided on the wine list through the preliminary research,the major finding from this study are as follows:First, in terms of foreign wine name, it is required to be offered on the wine lists of hotel restaurants both in foreign language and in Hangeul(Korean letters) for local consumers. Second, a description of the body of a wine is needed to be entered on the wine list to provide information of its flavour. Third, the wine list should explain a grape variety and a vintage rating of the wine which are useful information in evaluating wine quality. Forth, an award-winning experience and expert's estimation of the wine are needed to be written on the wine list for consumers who prefer purchasing wines with less risk. Fifth, a bar code and a digital device are needed to be used to provide various range of information.