특급 호텔 식음료 이벤트와 이미지에 관한 실증적 연구

다국어 초록 (Multilingual Abstract)

The purpose of this study is to set up the direction and main theme of further studies and raise the usefulness of such studies to be helpful to hotel practices by clarifying what effects hotel events have on hotel image. Recently the opportunity to discriminate hotel businesses has been reduced because the hotel industry has shared cross-cultural products and ideas and provided similar products and services to customers, under the development of service industry and information. As an alternative solution to this problem. many hotels are putting dynamic elements on their products and services and activating events as means for stimulating purchase desires and promoting sales. This suggests that hotel F&B events have a variety of factors which can stimulate or change existing hotel images and then become motives for purchasing or selection hotel products. The major findings and implications can be summarized as follows; Concerning variables of hotel image, hotels whose images changed much showed excellence in the menu creativity, event rationality. Among those attributes of hotel events, menu creativity was found most influencing hotel image changes. Thus the menu creativity of hotel event should be strengthened to maintain re-purchase by customers participating in hotel events. In terms of customers` age, those who are in their 20s thought facility functionality as relatively important while those who are in their 30s rich atmosphere. 40s and 50s or over special entertainment and menu creativity. Therefore it is also needed to make hotel event planning considering customers` age and lifestyle.