ZMET를 이용한 호텔의 브랜드자산 구성요소에 관한 연구 = The Components of Customer-Based Hotel Brand Equity by ZMET

다국어 초록 (Multilingual Abstract)

The aim of this study is to identify the components of Customer-Based Hotel Brand Equity which was built from customers' perceptions of brand equity. Both literature review and qualitative research(in-depth Interview by ZMET) were made as study methods. This study had been performed from October 15 to December 10, 2003. More than 20 hoteliers who rank higher than managers that had more than 10-year experiences in the industry were interviewed in depth. As a result of the study, 72 new constructs representing hotel brand equity were developed.
The major findings of this research can be summarized as follows; First, constructs of hotel brand equity have been discovered. Second, it has been found that some tools which were developed to measure the brand equity of goods are not fit to assess hotel brand equity Third, research data which can help generalize/objectify the components of brand equity through qualitative method have been secured. Finally, conponents of brand equity including 72 constructs, which must be included to evaluate hotel brand equity and develop brand equity index, have been discovered. Hence, this study primarily tries to define hotel brand equity, but eventually seeks to lay the methodical foundation of establishing and measuring brand equity, thus offering the marketing strategies by developing customer-based hotel brand strategies

목차 (Table of Contents)

• ABSTRACTS
• Ⅰ. 서론
• Ⅱ. 브랜드 자산에 대한 이론적 배경
• Ⅲ. 연구조사방법
• Ⅳ. 분석결과
• Ⅴ. 결론 및 제언
• 참고문헌

참고문헌 (Reference)

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