FIT의 라이프스타일 유형이 특급호텔 방문만족과 프리미엄 지불의사에 미치는 영향

Abstract

The lifestyle of the people in city has been changing by rapidly changed issues of the environment and the politics. As people recognized the balance of life and work important, the interesting about the utilization of a leisure time became bigger. Especially, as technology of internet and mobile developed, methods of acquiring information varied. It affected the type of the people in travel has becoming individual tour from the group tour. This study investigates the effect of FIT’s lifestyle on satisfaction and intention to pay a premium for a luxury hotel. And it observed the role of the moderation variable of face consciousness on the relation of FIT’s lifestyle on satisfaction and intention to pay a premium for a luxury hotel. It classified into the lifestyle as Trend Oriented, Family Oriented, Leisure Culture Oriented, Social Ostentation Oriented. And analyzed it about the casuality respectively. This study empirically analyzed the 350 consumers who visited to the designated two luxury hotels for the research. The survey was conducted for a month from September 1st to September 30th in 2018. Finally 18 pieces were excluded by dishonest response. The results showed that depending on FIT's lifestyle type, it has a different effect on satisfaction. First, the Trend Oriented type of FIT effect on satisfaction had shown negative impact. It shows that the young consumers who are sensitive to the ever-evolving SNS and other media are easily get bored to the consistent service quality of the hotel. And it was revealed they tend to look for new merit and never get satisfied with the existing service of the hotel. Second, It was shown that, the types of Family Oriented, Leisure Culture Oriented, Social Ostentation Oriented of FIT effect on satisfaction were positively associated. In case of with family, it was revealed that it became the satisfaction factors such as safety, consistent service, leisure facility, accessibility to the leisure activities through out the hotel package. Third, visitors who are highly aware of satisfaction are more willing to pay the premium. Especially, it was shown that, the effect of moderation of face consciousness on the relation of the satisfaction and intention to pay a premium were positively associated. Related precedent studies were conducted on lifestyle among Chinese tourists. This study has the theoretical meaning of the point of the expansion of the target into the local FIT. It analyzed the effect of FIT’s lifestyle on satisfaction and intention to pay a premium for a luxury hotel with theoretical complements to the precedent study. It also suggests that it can be useful in establishing strategies to attract tourists to hotels by type in practice.