Purpose -The purpose of this study was to investigate the lifestyle of the Hocance travelers who visited luxury hotels in Busan, and examine not only the differences in hotel use satisfaction and intention to revisit, but also the relationship between satisfaction and intention to revisit according to the lifestyle of the Hocance travelers.
Research Design, data, and methodology -A questionnaire was conducted over the Internet for a month from August 1st to 31st, 2019, and a cluster analysis was conducted to categorize lifestyle. In addition, the satisfaction of hotel and intention to revisit according to the lifestyle of Hocance travelers were measured by One-way Anova and post-hoc analysis. Lastly, regression analysis was conducted to examine the relationship between satisfaction and intention to revisit.
Result - From the results of this study, there was a statistically significant difference in satisfaction with the use of luxury hotels by the cluster of lifestyle type of hocance travelers. In particular, leisure / active / challenge seeking type cluster had the highest satisfaction with hotel use and intention to revisit. The higher the satisfaction with hotel, the higher the intetion to revisit.
Conclusions - The results of this study expect to offer a positive contribution, providing variable information to draw new strategies to intrigue more Hocance travelers and exploit the better hotel service and product to fit Hocance travelers.