코로나19 팬데믹 이후 호텔경영전략에 대한 SWOT-AHP 분석: 제주지역 5성급 호텔을 중심으로

초록

The purpose of this study was to identify the management strategy of the five-star hotels in Jeju after COVID-19 pandemic. The study proposed a hierarchical structure for estimating the priority among the factors of management strategy by applying SWOT-AHP analysis. From several studies, internal and external environment factors were extracted and the SWOT matrix reflected updated details through an expert survey. Data were collected from 15 experts in the area of hotel business. As a result of SWOT-AHP, four strategies were worked out as follows; SO strategy is an aggressive strategy that utilizes the opportunity for increasing domestic travel demand after COVID-19 by promoting the brand power of the hotel. ST strategy is a differentiation strategy that targets new markets by strengthening the brand power of the hotel in consideration of the spread and regulation of COVID-19. WO strategy is a recovery strategy that targets the growing demand for domestic travel after COVID-19 while minimizing the weaknesses of hotel's insufficient additional facilities. Finally, WT strategy is a defense strategy that maintains its current management status in consideration of the spread and regulation of COVID-19 and insufficient additional facilities of the hotel.

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