호텔기업의 성장문화가 관계마케팅전략 및 경영성과에 미치는 영향:호텔경영형태별 조절효과를 중심으로

As a hotel internal marketing strategy and for the success of relationship marketing, nowadays hotel corporateculture is highlighted. Therefore, this study focused on the investigation of structure of hotel corporate culture, hotelrelationship marketing strategy, and hotel management performance. Through the exploratory factor analysis,'Challenge Culture', 'Support Culture', 'Clan Culture', and 'Adhocracy Culture' were identified as factors to explainhotel corporate culture; 'Customer Sensitivity Control', 'Customer Benefit Control', and 'Customer Loyalty Control' forhotel relationship marketing; 'Revenue Performance', 'Customer Satisfaction Performance' for hotel managementperformance. The research surveyed 371 samples and used Structural Equation Model for data analysis. The resultsshow that hotel corporate culture (Support Culture) positively affects hotel management performance. The hotelcorporate cultures ('Challenge Culture', 'Support Culture', 'Clan Culture') also have a significant relationship withhotel relationship marketing strategy. Hotel relationship marketing strategy positively affects hotel managementperformance. This study also found the moderating effects of hotel corporate culture on the relationship betweenhotel management performance and hotel relationship marketing. Finally, the study closes with a discussion about itstheoretical and practical contributions and implications, limitations, and suggestions for future research.