베니키아(BENEKEA) 브랜드 인지도 분석(영문)

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베니키아(BENEKEA) 브랜드 인지도 분석(영문)에 대한 자료입니다.
목차
1.BENIKEA’s background
What is BENIKEA
Creation of BENIKEA
Definition of mid-low priced Hotel(budget hotel)
What is Brand
The importance of Brand
Hotel Brand

2.The Issue of domestic budget hotel
The absence of Management Mind
Hotel industry concentration to Seoul phenomenon

3.Lack of Brand Awareness of BENIKEA
Inefficiency Initial hasty administrations from public territory

4.Cases of low and middle price hotels.
Holiday Inn Seoul
Lotte City Hotel
Ibis Ambassador
Jinjiang Inn
Social honor
Quality of service
Management standards
Brand management
Implication

5.Conclusion
본문내용
BENIKEA’s background

What is BENIKEA
BENIKEA, which stands for “the Best Night in Korea” is Korea’s first-ever mid-low priced tourist hotel brand. BENIKEA means Korea’s best hotel that offers the very best in rest and relaxation.
With the support of the Ministry of Culture, Sports, and Tourism(MCST), Korea Tourism Organization(KTO) has pushed through with a project promoting BENIKEA as a mid-low priced tourist hotel chain brand in an effort to create the perfect settings for both domestic and overseas travelers to have comfortable rest, relaxation, and refreshment with excellent services in superb facilities at reasonable prices.

Creation of BENIKEA
The government has launched a slew of measures to jolt tourism, which it hopes will eventually contribute to the country’s economy as much as cheap cars and semiconductors.
However, now, with the number of foreign visitors actually starting to jump due to the sliding value of the local currency, the government’s tourism drive is being exposed as half-baked.
The faltering Korean won has clearly resulted in a larger influx of foreign leisure and business travelers in recent months. This is exactly the situation the Seoul Metropolitan Government and the Ministry of Culture, Sports and Tourism were waiting for when they jointly launched a domestic hotel chain, “BENIKEA” to win some market share back from established foreign brands such as Inter-Contiental, Hilton, Hyatt and Novotel. Forigners have constantly griped about Seoul’s high accommodation prices. The city’s five-star properties charge about 300,000won per night, a rate that rivals those in Tokyo and HongKong, two of the world’s most expensive hotel cities, and significantly more than hotels in Shanghan, Taiwan and Singapore. At the other end of the spectrum are the cheap but often trashy motels, many of them infamous for their poor amenities and shady atmosphere.
BENIKEA hotels were supposed to exploit this gap in the hotel market, providing clean and comfortable facilities without the unnecessary frills at about one-third of the prices of rooms at luxury hotels. The plan was to convert a number of motels and budget hotels to BENIKEA to-urists hotels, requiring them to meet certain quality standards and tailor their services for foreigners with a low-price per night.(Korea Times 04-30-2009)
There has been an upswing in the demand for reasonably priced accommodation in tourist hotels since a growing number of free domestic and overseas travelerswant to make reservation by themselves. In response to such trend, KTO creat-ed BENIKEA to prvide high-quality services to domestic and overseas travelers at reasonable prices, invigorate the mid-low priced tourist hotel business in Korea, and help bulid up the competitiveness of the domestic tour industry through the improvement of accommodation facilities. Currently, BENIKEA has 44easily accessible tourist hotel franchise location in major tourist attractions nationwide including Seoul, Busan, Gangwon, and Jeju. Furthermore, BENIKEA has played a crucial role in stimulating the growth of the local tourism industry since about a third of its total franchise units are situated in the provincial area.