A model and hypothesis are made on the basis of the existing study, theory
and preceding study on hotel image and consumer preferences.

From the study, it is expected to find efficient ways to activate convention hotels through
MICE market entry. To succeed in hosting events of MICE at the convention hotel, it appears to be considered to host
large scale of domestic or overseas events, to measure reasonable room rates, promote niche market
through middle or small scale events, attract customers to revisit and save transportation costs for participants.
The purpose of this study was to seek for solutions of activating convention hotels
entering to the newly created market, focused on the case study of the convention hotel
in KangwonLand in the competitive MICE environment. And ROA and ROE of total hotels were used as a dependant variable respectively.
And there are significant differences in human service quality of
hotel industry`s organization an accordance with the rank
of hotels. The purpose of the study is to identify the relationship between organizational culture and service quality in the
hotel industry. In order to achieve the aim of hotel industry, the improvement of human service quality must focus on the importance of organizational culture.

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