http://chineseinput.net/에서 pinyin(병음)방식으로 중국어를 변환할 수 있습니다.
변환된 중국어를 복사하여 사용하시면 됩니다.
변우희(Woo Hee Byun) 한국호텔외식관광경영학회 2000 호텔경영학연구 Vol.9 No.1
Image is the sum of beliefs, ideas, and impressions that people have of place or destination; an overall impression with some emotional content; an expression of knowledge, impressions, prejudice, imaginations, and emotional thoughts an individual has of specific object or place. The concept of $quot;image$quot; has received increased attention by marketing researchers, industry practitioners, and destination marketers, even retail sellers. Image differentiates consumer selections from each other and is an integral and influential part of consumer`s decision process. but it is difficult to find conflict of invisible consumer`s affective components. This study use multidimensional scaling to solving this difficulty. MDS procedures provide the capability for allowing complex and detailed statistical relationships to be easily conceptualized through succinct visual display of the stimuli under study. The seven selectional attributes drawing out investigation of literature study, then we make an analysis which differences of hotel images through selectional attribute. To enhance understanding of images five hotel, the map make with mixed position that hotel and attributes. Finally, The results reported in this study are several remarkable figures, multidimensional scaling analysis can provide a convenient way(through visual display of stimuli) of resolving some of the difficulties encountered in obtaining operational measures of concepts such as perceptions hotel market. Each maps depict the current image strengths and weakness by attribute. These image can be useful in designing advertising appeals to potential cunsumers, and for developing guidelines to improve or strengthen the image of hotel, that is, Hotels with that have a negative selectional attribute can apply marketing techniques to modify Hotel`s image. Hotels with a positive selectional attribute can use the attribute space to better understand hotel`s competitors and develop a unique positioning.