호텔기업문화가 관계마케팅전략 및 경영성과에 미치는 영향 : 서울지역 특급호텔을 중심으로

As a hotel internal marketing strategy and for the success of relationship marketing, nowadays hotel corporate culture is highlighted. Therefore, this study focused on the investigation of structure of hotel corporate culture, hotel relationship marketing strategy, and hotel management performance with the literature review. Through the exploratory factor analysis of hotel corporate culture, 'Clan Culture', 'Market Culture', 'Adhocracy Culture', 'Hierarchy Culture' factors were identified. In hotel relationship marketing and hotel management performance were also distilled with 'Reliability', 'Conflict Handling', 'Benefit', 'Client Handling', 'Communication'; 'Growth Satisfaction','Customer Value and Satisfaction', 'Financial Status to the Competitors'. The research surveyed 297 samples and used Structural Equation Model for analysis and testing. The results show that hotel corporate culture(Adhocarcy Culture)positively affects hotel management performance. The hotel corporate cultures(Clan, Market, Hierarchy) also have a significant relationship with hotel relationship marketing strategy. Hotel relationship marketing strategy positively affects hotel management performance. This study also found the mediating effect of hotel relationship marketing between hotel corporate culture and hotel management performance. Finally, the study closes with a discussion of our contributions and implications for theory and practice, limitations, and suggestions for future research.