항공사의 포지셔닝 차별화에 따른 스키마 처리과정에 관한 연구

• 영문명: A Study on Schematic Process differentiated by Airline's Positioning Strategy
• 발행기관: 한국관광학회
• 저자명: 이향정 김철원 박유미
• 간행물 정보: 『관광학연구』제30권 제2호, 399~423쪽, 전체 25쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2006.04.30

영문 초록

This study deals with customer’s schematic process differentiated by airline’s positioning strategy. In order to analyze how airline customers perceive types of the differentiated positioning in terms of schematic processes and how schematic processes affect customers’ attitude and behavioral intention, the experimental design has been used.The research found that schema processing has a positive influence on subjects’ attitudes and behaviors according to the positioning differentiation of the airline company. Overall, the result has shown that the value of the sub-typing model was higher than that of schema-plus-tag model, which means that the sub-typing model has far greater influences on customers’ attitudes and behavioral intention. The schema theory provides diversity and an analytic foundation of positioning strategy studies in the hospitality industry.

목차

I. 서론

II. 이론적 배경

III. 연구방법론

IV. 실증분석 및 가설검증

V. 결론 및 연구과제

참고문헌

키워드

포지셔닝 차별화 스키마 처리과정 스키마플러스태그 하위범주 항공사 이미지 속성