간접광고가 호텔레스토랑 브랜드 이미지와 만족도에 미치는 영향연구

• 발행기관: 한국외식경영학회
• 저자명: 김영규(Young Kyu Kim) 박영제(Young Je Park)
• 간행물 정보: 『외식경영연구』15권 1호, 225~237쪽, 전체 13쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2012.02.28

영문 초록

Indirect advertisement or product placement becomes a critical communication method in the hospitality industry. Increasing number of companies put money and effort to successfully launch effective indirect advertisement. It is also a case in hotel industry as well. The objective of this study is to analyse the degree of effectiveness of hotels`` and hotel restaurants`` indirect advertisements on the brand image and customer satisfaction, Hypothesis were drawn from the review of related literatures and 400 survey questionnaires were distributed among hotels guests in deluxes hotels along the Haeundae beach in Busan. 317 questionnaires were collected and 312 were finally used for further statistical analysis, Result findings are as follows: First, it was proved that hotels`` indirect advertisement did have a significant effect on brand image, Second, indirect advertisement had positive effect on customers`` satisfaction, Third, hotels`` brand image had a positive effect on customers`` satisfaction.

키워드

Food service industry Leadership Relational quality Organizational performance