The purpose of the research is to study the advantages and disadvantages of six major hotels in Daegu and present a better strategic direction for future ceremonial banquets at the hotel. This study examined the tendency of studies on ceremonial banquets and the attributes of some major ceremonies, such as weddings and birthday parties. And positioning analysis that can best show the competitive relationship between competitors was carried out based on the empirical study. Data were collected using questionnaire research and analyzed through multidimensional scaling. The results of the data analysis are as follows- :
Firstly, an overall customer perception space for a hotel was drawn up. This made it possible to figure out the positions of hotels perceived by the customers in the market. The result is that PR Hotel, JS Hotel, and PK Hotel are in a highly competitive relationship with each other. On the contrary, IB Hotel and SS Hotel are in a weak competitive relationship and this indicates that the customers perceive the ceremonial event products of the two hotels very differently.
Secondly, a customer perception space for the attributes of ceremonial events was formed. This made it possible to understand the positions of the hotels perceived by the customers in the aspect of the attributes of the ceremonial events. Ten attributes of ceremonial events were perceived by the customers in various dimensions. Among them all, VAR5 (sufficient time for ceremony) and VAR6 (quick countermeasure against an excessive number of people), VARI (parking facilities and parking service) and VAR10 (capacity of ceremony hall), VAR2 (quality of service) and VAR4 (service of hotel employees) were perceived to be similar to each other.
Thirdly, the advantages and disadvantages of each hotel were analyzed based on the position of a hotel perceived by the customers and the position of the hotel perceived by the customers in the aspect of the attributes of ceremonial events.
Therefore, the hotels should reflect the results of the present research in their management strategy actively and execute customer-centered marketing strategy and management that are set at the level of the customers' eyes.