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Cross-Sectional Contents Analysis of Marketing Research in Hotel and Restaurant

  • Journal of Tourism Sciences
  • Abbr : JTS
  • 2013, 37(8), pp.55-76
  • Publisher : The Tourism Sciences Society Of Korea
  • Research Area : Social Science > Tourism

HAN KYUNG SOO 1 Lee, Jung-tak 1

1경기대학교

Accredited

ABSTRACT

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.

Citation status

* References for papers published after 2022 are currently being built.