고교 수학여행 숙박결정권자가 고려하는 호텔선택속성 연구: 비즈니스호텔에 적용가능한 국내 단체고객 개발 연구

This study aims to derive the relative importance and priorities of the business hotel selection attributes that are considered by decision-makers in determining high school field trip accommodation. First, through literature research and empirical research, it was identified who actually selects and purchases accommodation. Next, the hotel selection attribute analysis was conducted with the purchasing entity(teach- ers). Based on this, a total of 51 hotel selection attributes to be used for AHP analysis were derived through in-depth interviews and the first FGI survey. Afterward, the priorities were identified based on the hotel selection attribute weights derived from the AHP analysis. Finally, an empirical study was conducted and the results were interpreted more practically with the second FGI. As a result of the analysis among all 51 measurement attributes, the top 10 attributes were derived as follows. The decision-makers considered Hotel structure(9.8%), Independence between floors(5.34%), Taste and quality of food(5.25%), Student group independent allocation when room assignment(4.73%), Surrounding environment of hotel(4.34%), Comfortable beds and bedding(4.09%), Student control cooperation at night(3.59%), Cleanliness of rooms and bathrooms (3.13%), Cleanliness and hygiene conditions of F&B restaurant(3.13%), and Location of Hotel(2.84) in the order of importance. These results will offer a compelling insight to utilize in product composition, marketing strategies, and decision-making for the high school field trip market in the future. It is expected that this will help the hotel to secure competitiveness in the target market by future satisfying the field trip practitioners.