호텔 브랜드 자산 가치 공유개념도

• 영문명: Consensus Map of Hotel Brand Equity
• 발행기관: 한국관광학회
• 저자명: 김철원 김연선
• 간행물 정보: 『관광학연구』제31권 제5호, 157~179쪽, 전체 23쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2007.10.31

영문 초록

This study is to draw a consensus map by exploring in-depth thoughts and behaviors toward components of hotel’s brand equity. The study conducted unstructured interviews with hotel managers using Zaltman Metaphor Elicitation Technique (ZMET). ZMET, devised by Zaltman, Coulter, is used to collect and analyze relevant data. This analysis produced the construct of brand equity, and several possible evaluative questions were drawn by analyzing the questions based on each construct produced by ZMET. The results also showed that perceived quality, differentiation, awareness, and trust are the cause variables of hotel brand equity, and that dignity and loyalty are the result variables. In the last stage, a consensus map describing hotel managers’ knowledge was presented. This consensus map is practical in that it gives an understanding of the causes and results of people forming opinions about brand equity, and can be used to discern the marketing variables that are helpful in managing brand equity practically. It can also be used to get hotel managers’ understanding of a brand as well as to help customers make decisions on a specific brand.

목차

I. 서론

II. 이론적 배경

III. 연구방법

IV. 결과 및 고찰

VI. 결론

참고문헌

키워드

브랜드자산 브랜드이미지 정신모형 공유개념도 Zaltman의 은유추출기법 Brand equity Brand image Mental map Consensus map ZMET