머리말_ 3


제1장 세계화란 무엇인가? 11
제1절 세계화의 정의 및 영향 ···························································· 13
제2절 세계화의 진화과정 ··································································· 16
제3절 세계화의 추진동력 ··································································· 23
제4절 세계화 현상의 실체 ································································· 26


제2장 세계화에 대한 논쟁 33
제1절 세계화와 신자유주의 ································································ 34
제2절 세계화를 바라보는 시각의 차이 ·············································· 47
제3절 보다 나은 세계화 ····································································· 54


제3장 세계화와 문화 59
제1절 문화의 이해 ·············································································· 62
제2절 국가 간 문화적 차이 ······························································· 67
제3절 문화의 세계화에 대한 세 가지 관점 ······································ 74
제4절 문화다양성이 존중되는 세계화 ················································ 81


제4장 세계화의 첨병 : 다국적기업(MNC) 89
제1절 다국적기업의 진화과정 ···························································· 91
제2절 다국적기업의 정의 ································································· 103
제3절 다국적기업의 특징과 현황 ····················································· 105
제4절 다국적기업의 해외진출 동기 ················································· 114
제5절 다국적기업의 글로벌 경영전략 ············································· 127


제5장 글로벌 관광산업의 이해 141
제1절 세계화와 글로벌 관광산업 ····················································· 143
제2절 비즈니스 여행과 국제무역 ····················································· 154


제6장 글로벌 호텔산업의 이해 163
제1절 글로벌 호텔산업의 규모 ························································ 164
제2절 글로벌 호텔산업의 체인화 ····················································· 170
제3절 글로벌 호텔산업의 이해 ························································ 171


제7장 관광산업 세계화의 첨병 : 다국적 체인호텔 203
제1절 체인호텔의 태동과 성장 ························································ 204
제2절 체인호텔의 세계화 ································································· 209
제3절 다국적 체인호텔의 경영현황 분석 ········································ 223


제8장 다국적 체인호텔의 글로벌전략 241
제1절 체인호텔의 경쟁력 ································································· 242
제2절 다국적 체인호텔의 해외진출 동기 ········································ 245
제3절 글로벌 호텔산업의 외부환경 분석 ········································ 247
제4절 다국적 체인호텔의 해외시장 진입전략 ································· 253
제5절 다국적 체인호텔의 세계화전략: 표준화와 현지화 ··············· 264
제6절 다국적 체인호텔의 글로벌 성장전략 ···································· 267


제9장 글로벌 호텔 위탁경영계약 283
제1절 호텔 위탁경영계약의 기원 ····················································· 285
제2절 위탁경영호텔 경영회사의 종류 ············································· 289
제3절 경영회사의 책임과 제공 서비스 ············································ 291
제4절 호텔 위탁경영계약의 장점과 단점 ········································ 292
제5절 호텔경영회사의 선정 ······························································ 301
제6절 위탁경영계약의 주요 계약조항 ············································· 304
제7절 글로벌 호텔 위탁경영계약 ····················································· 312


제10장 글로벌 호텔 프랜차이즈 327
제1절 호텔 프랜차이즈의 기원과 구조 ·········································· 329
제2절 호텔 프랜차이즈 계약(Franchise Agreement) ······················ 333
제3절 호텔 프랜차이즈의 장점과 단점 ············································ 339
제4절 호텔 프랜차이즈 본사의 선정 ··············································· 347
제5절 글로벌 호텔 프랜차이즈 ························································ 351


제11장 다국적 체인호텔의 글로벌 비즈니스모델 361
제1절 수수료기반 비즈니스모델의 성장 ·········································· 362
제2절 수수료기반 비즈니스모델의 강점과 약점 ····························· 367


참고문헌_ 379
찾아보기_ 389