전략적 제휴가 호텔 경영성과에 미치는 영향 연구

• 영문명: The Influence of Strategic Alliance on Bushiness Performance in the Hotel Industry: A Comparison between Hotels and their Alliance Partners
• 발행기관: 한국관광학회
• 저자명: 李台熙 趙敏叔 梁濟燕
• 간행물 정보: 『관광학연구』제34권 제7호, 317~337쪽, 전체 21쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2010.10.31

영문 초록

The goal of this article is to study the difference in recognition between hotels and strategically allied partners. The importance of the strategic alliance is ever growing in a very competitive business environment and some hotels actively deploy the strategic alliance in line with their own corporate culture and characteristics. Diversification and differentiation through strategic alliance enabled hotels to secure untraditional bottom line while reducing risk by sharing allied partners resources and cost. This research is designed to study the positive synergy impact of the strategic alliance between hotels and non-hotel strategic partners on hotel’s performance and to study utilization and possible application of effective strategic alliance. The findings of this research show that strategic alliance plays significant role in enhancing brand image and increasing revenue for both parties. Also, the negative factors of alliance marketing during the partnership are perceived little by both partners.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구 방법

Ⅳ. 실증분석 결과

Ⅴ. 결론

참고문헌

키워드

전략적 제휴 제휴파트너 제휴유형 경영성과 Strategic alliance Alliance partners Alliance orientation Management performance