호텔외식마케팅연구의 횡적내용분석

• 영문명: Cross-Sectional Contents Analysis of Marketing Research in Hotel and Restaurant
• 발행기관: 한국관광학회
• 저자명: 한경수 이정탁
• 간행물 정보: 『관광학연구』제37권 제8호, 55~76쪽, 전체 22쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2013.10.31

영문 초록

The goal of this research was to identify the marketing trend and marketing strategy in South Korea. This study practiced thorough research on subjects, research methods, research design, and cited reference of all 41 papers published by Journal of Korean Marketing Association(JKMA) and Tourism Sciences Society of Korea(TOSOK ) from year 2009 to 2011. This research was concentrated in conducting cross-sectional analysis, and mainly studied brand management, customer satisfaction, and word of mouth. As a result, the research design was found that JKMA has more various and specific object than TOSOK in terms of the type of research methods. The results showed that marketing research has 10 times of quantitative research (42%), 9 times of experimental study(38%), 5 times of mixed study(21%). Also, tourism research has 16 times of quantitative research(21%) and 1 time of qualitative research(6%). In summary, the purpose of this research is to find a better way to understand the marketing strategy in hotel and restaurant research.

목차

I. 서론

II. 이론적 배경

III. 연구방법

IV. 연구결과

V. 논의 및 시사점

참고문헌

키워드

호텔외식 마케팅 연구설계 연구방법 브랜드경영 고객만족 구전효과 Hotel and restaurant marketing Research design Research method Brand management Customer satisfaction Word of mouth