델파이 기법을 이용한 서울 시내 특1급 관광호텔 레스토랑의 와인 마케팅 전략에 관한연구

• 영문명: Wine Marketing Strategies of 5 Star Hotel Restaurants in Seoul Using the Delphi Technique
• 발행기관: 한국관광학회
• 저자명: 고재윤 유병균 이유양
• 간행물 정보: 『관광학연구』제33권 제5호, 33~54쪽, 전체 22쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2009.10.31

영문 초록

The objective of this study is to suggest potential marketing strategies for five-star hotel restaurants to increase wine sales. A three-step delphi method was employed using a panel of 21 five-star hotel sommeliers, 6 wine experts, and 3 wine institute educators in Seoul. The results demonstrated that five-star hotel restaurant employees must be regularly trained to be knowledgable about wine. Moreover, the chefs and sommeliers should work in concert to continually upgrade and vary the menu and wines. Management should offer a high quality selection of wines at a variety of price points. Special wine promotional events should be offered on a regular basis to attract recurring business. Additionally, management should frequently upgrade the restaurant interior to maintain a dominant position.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구 방법

Ⅳ. 결과분석

Ⅴ. 결론

참고문헌

키워드

호텔레스토랑 와인 마케팅 전략 델파이 기법 Hotel restaurant,Wine marketing strategy,Delphi technique