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라이프스타일 호텔 방문객들의 디자인 관련 인식이 예약의도와 지불의사금액에 미치는 영향
백주아 ( Baek Jooa ),최영배 ( Choe Yeongbae ) 한국호텔리조트학회(구 한국호텔리조트카지노산학학회) 2021 호텔리조트연구 Vol.20 No.3
This study aims to investigate the role of hotel design-related perception in hotel guests' decision-making process. In particular, this study would examine the impact of hotel guests' design-related perception (e.g., uniqueness, novelty, and expensiveness) on overall value perception, which in turn, influence booking intention and willingness-to-pay consequently. Furthermore, this study would confirm the differences in hotel guests' decision-making process based on the previous experience by investigating the moderating effect of the customer's experience on the relationships among variables proposed in this study. This study confirmed that uniqueness and expensiveness have positive relationships with overall value perception, which is positively related to ones' booking intention and willingness to pay. Besides, past visit experience has a significant moderating effect in the relationships in ones' decision-making process between previous visitors and non-visitors. Based on these results, this study would propose theoretical and practical implications.
온라인 리뷰를 통한 라이프스타일 호텔의 서비스 품질 속성에 관한 연구 - 전통적인 호텔과의 차이를 중심으로 -
백주아 ( Baek Jooa ),최영배 ( Choe Yeongbae ),김동한 ( Kim Donghan ) 한국호텔리조트학회(구 한국호텔리조트카지노산학학회) 2020 호텔리조트연구 Vol.19 No.6
The purpose of this study was to understand the unique characteristics of lifestyle hotel by analyzing the nature of hotel attributes based on the online customer review data. More specifically, this study attempted to empirically address the following research questions: (1) what are the differences in the hotel attributes rated by hotel customers between hotel segments (i.e., lifestyle vs. general hotels), and (2) how those hotel attributes ultimately influence the overall rating of customers' hotel experience? The result showed that review scores of both overall rating and the individual hotel attributes for general hotel brands are higher than those of lifestyle hotel brands. Besides, service is slightly less important for lifestyle hotel brands than general hotel brands. It would help marketers better understand their customers and in turn, develop effective marketing strategies.
호텔 고객의 브랜드 경험가치와 브랜드 만족, 브랜드 몰입, 브랜드 사랑 간의 관계
최영배 ( Choe Yeongbae ),백주아 ( Baek Jooa ) 한국호텔리조트학회(구 한국호텔리조트카지노산학학회) 2021 호텔리조트연구 Vol.20 No.2
Customer experience is an essential concept in the hotel and tourism industries. Thus, hotel managers and marketers have focused primarily on the creation of memorable experiences. The purpose of this study was to understand the relationships among hotel customers’ brand experiential value, brand satisfaction, brand commitment, and brand love. In doing so, this study surveyed hotel visitors visiting a luxury hotel brand in the past year. With 327 responses, this study analyzed the proposed research framework using SMART PLS 3.3.3. The results of this study confirmed that aesthetics value, consumer return on investment, and service excellence have positive relationships with brand satisfaction, which in turn, have connections with brand commitment and brand love. This result would provide valuable insights into theoretical and practical implications.