호텔PR전략이 호텔기업의 브랜드 이미지에 미치는 영향

다국어 초록 (Multilingual Abstract)

Hotel PR strategy and brand image were subjects on which all hotel enterprises put the highest emphasis and considered establishment of powerful brand image as their highest priority task. Hotel enterprises utilized hotel PR strategy as a means of reinforcing their brand image, and brand image was affected in accordance with the hotel PR strategy. Therefore, the need of research on how the hotel PR strategy influenced the establishment of brand image was recognized. Accordingly, this study aimed to closely examine such influence through empirical analysis by categorizing the source credibility into expertise and trustworthiness. 150 copies of survey questionnaire produced through preliminary investigations and mock survey were distributed to staffs of travel agencies and online booking sites in Seoul and Pusan over 25-day period from May 12 to June 8. Among the 141 questionnaires, 137 valid questionnaires were subjected to final analysis. Frequency analysis, factor analysis, reliability analysis, validity analysis and multiple regression analysis, etc. were carried out by using SPSS 15.0 Hotel contextual PR -issue management strategies, crisis management strategies, reputation management strategies, promotional campaign management strategics -showed positive effect hotel brand image. Especially on relative importance, reputation management strategies investigated more effective than issue management strategies, crisis management strategies, promotional campaign management strategics. Among PR strategy, reputation management strategies was the most important factor of public relationships that has been verified. So we made a few suggestions based on this study.

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