The purpose of this study is to suggest marketing strategies that satisfy the hotel customers' wants by investigating the Selective Attributes according to the demographic characteristic and use behavior. The results provide an insight to increase the sales in hotel F&B Facility. The results and marketing strategies are as followings: Female consider all the factors more important than male. Thus, there should be have special menu such as diet food for them. For the young customers, 20-30' s, marketing strategies such as reservation on the internet, discount coupon and promotion menu would be efficient. For 40-5Oth, customer files should be databased and utilized it through the telemarketing. The customers with service-related occupation take interest on all the factors. Thus, E-mail or D.M should be mailed. Also birthday events and entertaining facilities should be offered to attract them. For the students studying tourism-related subjects, it is necessary to have table manner class and hotel tour. According to the monthly income, the customers set a high value on additional service, hotel image and manageric characteristic. Especially for low income customers, marketing strategy such as developing high-quality and low-price food and set menu should be required. Service strategy should be differentiated for repeat customers by offering them free coupon and special menu. Various event program should be performed every weekend to increase the weekend visitors. According to peak and slow period, flexible price policy should be required with special seasonal menu. To activate the anniversary events, special menus have to be offered and the hotel outdoor area and facilities used appropriately.