호텔 이미지가 고객 선호도에 미치는 영향에 관한 연구

• 영문명: A Study on the Influence of Hotel Image on Consumer Preferences: Focus on the Hotel Food & Beverage Outlets
• 발행기관: 한국외식경영학회
• 저자명: 원유석(Won Yu Suck)
• 간행물 정보: 『외식경영연구』10권 2호, 221~247쪽, 전체 27쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2007.06.30

영문 초록

This study focuses on the marketing strategy for hotel's continual brand management analysing the influence of hotel image on consumer preferences. A model and hypothesis are made on the basis of the existing study, theory and preceding study on hotel image and consumer preferences. the influence of satisfaction at the property of hotel image show that the functional image of hotel brand is effected by access to hotel, quality of service, quality and variety of facilities, safety of hotel image property. And social image of hotel brand is effected by reasonal price, quality of service, external appearance, safety, reputation. lastly, the influence of hotel brand image on consumer preferences show that intention to reuse and frequency of return are effected by functional, emotional and general image of hotel brand. And the intention to transmit by positive word of mouth and good impression of consumer preferences are effected by functional, social, emotional and general image of hotel brand. Especially, the functional image of hotel brand has an extreme effect on intention to reuse and transmit by positive word of mouth, good impression.

목차

ABSTRACT

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구의 설계

Ⅳ. 결과 분석 및 연구 가설의 검증

Ⅴ. 결론 및 제언

참고문헌

키워드

Hotel brand image Consumer preferences Word of mouth