관광호텔 웹컨텐츠의 마케팅믹스, 정보만족, 구매행동간의 관계 연구
(The) relationships between web contents marketing mix, information satisfaction and purchasing behavior for tourist hotels
관광호텔 웹컨텐츠 마케팅믹스 정보만족 구매행동;
- 원문 URL
The purpose of this study is to know the strategy of effective usage of marketing-mix in web-contents and relationships among strategic factors of tourist hotels' web contents marketing mix, degree of information satisfaction and purchase behavior, and to reconsider that their marketing mix strategy is being evaluated in internet users' place: That is, it is to examine connection in web-contents marketing-mix, satisfaction of information and their movements of consume from their view. To attain the aim of this study, I set the hypothesis to solve the problem based on existing research outcomes. For actual proof, I have researched 228 tourists with questionnaire. Condensing the research will be following: First, by multi regression analysis to prove that tourist hotels' web contents marketing-mix will lead positive effects on information satisfactory of patrons, the outcome shows that four primary factors in six factors - namely, distribution strategy, products, price, distribution strategy, price strategy and promotional strategy - have a statistically positive effect on those strategies. Also, it shows that six factors of tourist hotels' web contents marketing mix - promotional strategy, product, price, distribution, promotion, distribution strategy and products strategy - have a positive effect on patrons' satisfaction with information. Second, by multi regression analysis to prove the hypothesis that satisfaction information will lead purchasing movement, it shows that two factors of information satisfactions - patron's satisfaction and user's satisfaction - have a statistically positive effect on the result. Third, by multi regression analysis to prove the hypothesis that tourist hotels web contents marketing-mix will lead positive effects on their purchasing movement, it shows that six factors of tourist hotels web contents marketing mix - promotional strategy, products, price, distribution strategy, price strategy, strategy, products strategy, promotion and distribution strategy - have a statistically positive effect. By this research, here are the plans to make the practical application when tourist hotels establish web contents marketing-mix by internet. First, tourist hotels need to develop their own goods strategy meeting the characteristics of internet. Second, it needs to take an effective advantage of the patrons information from internet-marketing. Third, tourist hotels not only need to use web-sites information, but also put strong emphasis on patrons service by e-mails and net-board. Forth, tourist hotels need to provide various advertisements via internet and to activate internet commercial. Fifth, tourist hotels need to train an in-house professional personnel via department in charge that can manage internet marketing activity. This research's limit and future research task are following: First, not knowing the patrons' on-line consumption propensity which is totally different from general manufacturing companies, conceptualization of purchase behavior about tourist hotels' goods have been failed. Second, applying an established marketing mix strategy, 4Ps, to web contents marketing mix, a theoretical investigation has not been sufficiently performed if 4Ps can be practically applied to tourist hotels that belong to service company. Key words : Tourist hotel, Internet, Web-contents, satisfaction of information, Purchasing movement, 4Ps, Product strategy, Price strategy, Promotional strategy, Distribution strategy.