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호텔 패키지 이용고객의 가치추구 비교 연구- 래더링 기법사용 : 특급호텔 이용고객 대상
Author
김윤경, 이형룡
Journal Title
관광연구저널
Publication Year
2019
Topics
Summary
This study aimed to identify the value structure of hotel package users by employing the laddering technique based on the means-end chain theory. Through in-depth interviews and surveys, the relationships between hotel package selection attributes, consequences, and values were analyzed, revealing that hotel package price and cost-effectiveness, as well as facilities and convenience, formed important connections. These findings can contribute to understanding customer value structures in the hotel industry through qualitative research.
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