호텔 브랜드 이미지가 프리미엄 지불의도에 미치는 영향 - 식음료 업장의 외재적, 내재적 가치의 매개효과 - = The Impact of Hotel Brand Image on Willingness to Pay Premium - Mediating Effect of Extrinsic and Intrinsic Value in Food and Beverage Outlets -

다국어 초록 (Multilingual Abstract)

This study examines the relationships among hotel brand image, experiential value, and willingness to pay a premium(WPP) in luxury hotel food and beverage(F&B) outlets. Hotel brand image was conceptualized as a multidimensional constructs of attractiveness, distinctiveness, value, and convenience and experiential value includes extrinsic and intrinsic value. The study aimed to identify how hotel brand image influences experiential value and WPP. Data were collected from customers who had visited four-star and five-star hotel F&B outlets within the previous six months. A total of 267 valid responses were analyzed using SPSS 20.0 and AMOS 20.0 through structural equation modeling. The results showed that distinctiveness and value positively influenced extrinsic value whereas none of hotel brand image factors significantly affected intrinsic value. Among the brand image dimensions, only distinctiveness had a direct positive effect on WPP. In addition, intrinsic value significantly influenced WPP while extrinsic value did not. The mediating analysis revealed that extrinsic value did not make mediation effect for the relationship between brand image and WPP whereas intrinsic value fully mediated the relationship between attractiveness and WPP. Further, distinctiveness and value were found to influence WPP through the multiple mediating effects of extrinsic and intrinsic value. This study offers implications for hotel brand marketing by identifying the brand image factors that drive experiential value and willingness to pay a premium in hotel F&B outlets.