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외식기업의 문화마케팅과 외식기업이미지의 정준상관관계에 관한 연구
신규희(Q Hee Shin),박규은(Kyu Eun Park),이행순(Haeng Soon Lee),이수범(Soo Bum Lee) 한국호텔외식관광경영학회 2010 호텔경영학연구 Vol.19 No.6
The purpose of this study is to reveal relationship between practice culture marketing and image of enterprise in out-dining industry. The cultural marketing are classified into 5 categories; culture sales, cultural supports, service culture, food culture, and cultural back-ground. And Image of out-dining enterprise is divided into two factors which are macro image and micro image. Self-administrated questionnaires were completed 326 university`s students and data analyzed by frequency analysis, reliability, factor analysis and canonical analysis. The results as follows: As a result of Canonical Analysis, the study showed that there is significant relationship between practice cultural marketing and Corporation image in foodservice industry.