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국내 호텔과 외국 브랜드 레스토랑의 브랜드 제휴에 관한 연구
정규엽,손효경(Kyoo Yup Chung and Hyo Kyong S) 한국호텔외식관광경영학회 1998 호텔경영학연구 Vol.7 No.2
This paper introduces the concepts, worldwide trends, and proved pros and cons of the co-branding between hotels and branded restaurants; and examines important attributes and feasibility of co-branding for tourist hotels in Korea. The purpose of this study is to suggest strategies for enhancing business performances of F&B filed of tourist hotels in Korea. As an empirical study, questionnaire survey was conducted to identify relatives importances of attributes; correlation among investigated variables, e.g. factors, demographic variables, and price/value(dependent variable). and opinions for prospective co-branding affiliation between Korean tourist hotels and foreign branded restaurants. Through appropriate statistical analyses important findings and implications are suggested. The research result indicates that the co-branding will serve dual purposes of enhancing customer satisfaction and generating more revenue and profit of Korean tourist hotels.