호텔레스토랑의 SNS마케팅믹스와 관계혜택, 관계지향성 간 관계

• 영문명: The Relationship between SNS Marketing Mix, Relationship Benefit and Relationship Orientation of Hotel Restaurant
• 발행기관: 관광경영학회
• 저자명: 김세리
• 간행물 정보: 『관광경영연구』제23권 제7호, 409~431쪽, 전체 23쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2019.12.31

영문 초록

The purpose of this sturdy is to verify the effect of SNS marketing outcome on the recognition of relationship benefit and relationship orientation formation aimed at customers of hotel restaurant. The survey on 272 samples was conducted from October 15th to October 19th(5 days) and then it was analyzed through SPSS 25.0. The implications from this are as follows. First, the mosts crucial part of SNS marketing for relationship benefit of customers is psychological effect and the main influential factor is sales promotion mix such as event, promotion and premium, etc. Second, the 3 common factors for relationship benefits the hotel restaurant recognizing are timeline, the latest information and accessibility. Lastly, psychological benefit and convenience benefit among recognized relationship benefits influencing relationship benefits of customers have significant effects. On the other hand, the economical effect is not identified. This study has differentiation in that it approached the marketing mix in terms of SNS marketing dimension through various channels. On the other hand, this study has its limitations in that it is not fully generalized because of sampling method and it only covers the outcomes of SNS marketing in terms of relationship marketing. Further study would provide specific academic and practical implications by applying performance variables in terms of financial performance.

목차

Ⅰ. 서 론

Ⅱ. 이론적 배경

Ⅲ. 연구설계

Ⅳ. 실증분석

Ⅴ. 결 론

참고문헌

키워드

SNS Marketing Mix(Product Price Place Promotion) Relationship Benefits(Psychological Benefits Convenience Benefits Economical Benefits) Relationship Orientation Hotel Restaurant