호텔직원의 중국인 고객에 대한 고정관념이 고객 접점에서 서비스 행동에 미치는 영향

According to the statistics from the Korea Tourism Organization, the number of Chinese tourists was about 50% of the total number of foreign visitors in 2015. The average expenditure of Chinese tourists was 2,300 dollars, which is the largest expenditure in the world. As seen in the number of visitors and the average expenditure per person, China has a great influence on the tourism industry in Korea. Therefore, this study assumes that the stereotypes have a great influence on the behaviors and judgements of hotel employees who are working at service encounters, and provided the academic and practical implications for service training of hotel staff who had stereotypes about Chinese tourists who visit every year. Hypotheses were set based on previous studies through theoretical considerations. Finally, 293 questionnaires were used for statistical analysis. As a result of the empirical analysis, it was analyzed that the hotel staff had stereotypes about Chinese customers including, , superiority, affinity, trust, and hot temperament. It was analyzed that stereotypes (superiority, affinity, and hot temperament) had a significant influence on role-prescribed service behavior, and stereotypes (affinity and reliability only) had an influence on extra-role service behaviors. Also, gender and department (room, food and beverage) had an effect on service behavior in the demographic characteristics. In order to reduce negative stereotypes based on the results of this study, it is necessary to regularly conduct education which presents cases against negative stereotypes and to educate employees to understand the history and culture of China in order to view Chinese people objectively. Most importantly, this study suggests that environment and training should be prepared to highlight the positive image of Chinese customers and eliminate the threat of stereotypes which dilute negative images.