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An Analysis on Priority of Hotel Banquet Selection Attributes for Marketing Strategy of Attracting Corporate Events: From the Perspective of Corporate Event Planners

  • Journal of Tourism Sciences
  • Abbr : JTS
  • 2019, 43(7), pp.11-29
  • DOI : 10.17086/JTS.2019.43.7.11.29
  • Publisher : The Tourism Sciences Society Of Korea
  • Research Area : Social Science > Tourism
  • Received : May 15, 2019
  • Accepted : July 22, 2019
  • Published : October 1, 2019

Kim, Hyun-Dong 1 Lee, Hyung-ryong 1

1세종대학교

Excellent Accredited

ABSTRACT

The aim of the research was to investigate the priority of hotel banquet selection attributes, which are significantly considered by corporate event planners. Focus group interviews (FGI) were conducted to figure out the priority of the attributes from the point of view of experts. A total of 15 experts who had been working in corporate events for over 10 years were selected. From the detailed results of the FGI, a total of 34 selection attributes of hotel banquets were extracted. The data were analyzed using AHP to find the priority and the relative importance among the 34 selection attributes. The results of this study provided the priority order of the 34 core attributes, which were as follows: the reputation and brand image of the hotel (6.18%), the height of the banquet room (5.18%), relocatable banquet room to suit the user’s purpose (5.17%), ability and responsiveness of banquet employees (4.66%), accessibility by car (4.61%), convenience of public transportation (4.53%), and attitude toward negotiation of price (4.44%). The findings of this study would benefit hotel marketing managers, general managers, and hotel owners to make decisions and to improve their marketing capabilities.

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