호텔 기업 인터넷 마케팅 실행요인이 이용자 만족도 및 호텔 기업 이미지 제고에 미치는 영향 : 홈페이지를 중심으로

다국어 초록 (Multilingual Abstract)

Ironically enough, the Internet which was born for non-commercial purposes, exerts the greatest influence on the business field which is the most commercial. Now for the enterprises, the Internet has become an important tool to create a new opportunity, so in this age the competitiveness of the enterprises depends heavily on how the Internet is utilized for businesses. The greatest change that the Internet has brought about is that it has fundamentally changed the paradigm of the market economy by eliminating the blind spots of information. The fundamental change has been brought about by the Internet which has brought the enormous power to the consumers in the market where the suppliers have been bound to be in the position of advantage due to the asymmetric nature of information.
The rapid increase of Internet users and continuous changes has brought about changes in marketing strategies in hotel enterprises.
So, on the assumption that the Internet marketing execution factors for hotel enterprises will contribute to the degree of satisfaction of the homepage users, and the degree of satisfaction with the homepage execution factors for hotel enterprises will contribute to enhancing the image of hotel enterprises, this study derived the Internet marketing execution factors and hotel enterprises image factors and conducted the empirical test of them.
The contents verified in this study are summarized as follows.
First, it was shown that those who have academic background of higher than college graduate use the Internet more than otherwise and the number of Internet users in their forties increased more than in the past so that the Internet has become part of their daily life for those in the ages from their twenties to their forties.
Second, the motive for visiting hotel homepages was found to obtain information about hotels, so it can be seen that people are now heavily dependent on the easy and convenient Internet for the information which they had obtained through newspapers, TV, etc. in the past.
Third, of the Internet marketing execution factors for hotel enterprises derived in this study, the information value and customer service were found to exert a significant influence on the degree of satisfaction of the users.
Fourth, the degree of satisfaction influenced by the Internet marketing execution factors for hotel enterprises was found to exert a significant influence on the image of socially contributing enterprises and the image of familiar enterprises.
Based on the results of this study, it can be seen that in the hotel enterprises, the Internet marketing execution factors are strategic marketing tools for maintaining and developing relationships with the customers, and the heightened degree of satisfaction of the customers through these exerts a significant influence on the positive image of hotel enterprises. Accordingly, it is considered that hotel enterprises need to make efforts to provide freshness for the customers through continuous renewal of their own homepages and they also should revitalize the marketing strategies such as making reservations online utilizing computer to meet the needs of young customers, offering online events, the establishment of mileage systems, discount benefits, etc. to induce the repurchase from the customers.

목차 (Table of Contents)

• 제 1장 서론 = 1
• 제 1절 문제의 제기 = 1
• 제 2절 연구의 목적 = 5
• 제 3절 연구의 방법 및 구성 = 6
• 1. 연구의 방법 = 6
• 2. 연구의 구성 = 7
• 제 2장 이론적 배경 = 10
• 제 1절 인터넷 마케팅 = 10
• 1. 인터넷 마케팅의 개념 = 10
• 2. 인터넷 마케팅의 장점 = 12
• 3. 인터넷 마케팅과 일반 마케팅과의 차이점 = 16
• 4. 인터넷 마케팅의 중요성 = 18
• 제 2절 호텔기업 인터넷 마케팅 = 21
• 1. 호텔기업 인터넷 마케팅의 개념 및 특성 = 21
• 2. 호텔기업의 인터넷 마케팅 전략 = 24
• 3. 호텔기업 인터넷 마케팅에 관한 문헌 연구 = 30
• 4. 인터넷 마케팅 실행요인에 관한 선행 연구 = 32
• 제 3절 고객만족 = 36
• 1. 고객만족의 개념 = 36
• 2. 인터넷 마케팅의 고객만족 요인 = 38
• 3. 호텔기업 인터넷 마케팅과 고객 만족에 관한 선행 연구 = 40
• 제 4절 이미지 = 43
• 1. 이미지의 개념과 형성과정 = 43
• 2. 이미지의 유형 = 47
• 제 5절 호텔기업 이미지 = 51
• 1. 호텔기업 이미지의 개념 = 51
• 2. 호텔기업 이미지의 중요성 = 53
• 3. 호텔기업 이미지 형성과정 = 55
• 4. 호텔기업 이미지 속성에 대한 연구 = 58
• 제 3장 연구설계 = 65
• 제 1절 연구의 모형 및 가설의 설정 = 65
• 1. 연구모형 = 65
• 2. 가설의 설정 = 66
• 제 2절 변수의 조작적 정의 및 설문의 구성 = 71
• 1. 변수의 조작적 정의 = 71
• 2. 설문의 구성 = 74
• 제 3절 조사 방법 = 76
• 제 4장 실증분석 = 78
• 제 1절 조사대상자의 일반적 특성 = 78
• 1. 인구통계학적 특성 = 78
• 2. 인터넷 마케팅에 대한 일반적 사항 = 80
• 제 2절 탐색적 요인분석 및 신뢰성 검증 = 82
• 제 3절 타당성 검증 = 86
• 1. 확인적 요인 분석 = 86
• 2. 상관 분석 = 91
• 제 4절 연구 가설의 검증 = 93
• 제 5절 총효과 직접효과, 간접효과 = 96
• 제 5장 결론 = 98
• 제 1절 연구의 요약 및 결론 = 98
• 제 2절 연구의 한계점과 향후 연구방향 = 103
• 참고문헌 = 105
• 설문지 = 112
• Abstract = 118