고객 기반 호텔 브랜드 자산 가치 평가에 대한 내/외국인 인식차이 연구 = A Study of the Difference between Koreans and foreigners Perception on Customer Based Brand Equity for Hotel

국문 초록 (Abstract)

본 연구에서는 호텔 브랜드 자산가치 평가에 대한 내/외국인 인식차이를 검증하였다. 수행력, 사회적 이미지, 애착, 가치 등으로 구성된 Lassar, Mittal & Sharma(1995)의 브랜드 자산 가치 척도를 이용하였다. 분석결과 본 연구에서는 다음과 같은 시사점을 제시한다. 첫째, 브랜드 자산가치 중 가장 높게 측정된 수행력 차원은 지속적으로 유지될 수 있도록 관리가 되어야 하며, 가장 낮게 평가된 사회적 이미지 차원은 호텔 이미지와 고객 이미지의 자아동일시에 초점을 맞춘 브랜드 자산가치는 비슷하게 평가되어 호텔만의 차별성이 미흡한 것으로 확인된다. 따라서 호텔의 차별성을 구현할 수 있는 아이덴티티를 기초로 한 브랜드 마케팅 전략이 필요하다. 셋째, 내국인과 외국인 시장의 구분을 통한 마케팅 활동의 필요성이 크지 않음이 확인되었지만, 가격 정책에 있어서는 내국인과 외국인의 세분화를 통한 마케팅 정책을 펼쳐야 함을 나타낸다.
본 연구에서는 내/외국인들의 인식을 조사함으로서 인식의 차이에 대한 유무를 확인할 수 있어 호텔 잠재고객들에 대한 이해를 재정립하는 기회가 될 것으로 기대한다.

다국어 초록 (Multilingual Abstract)

This research analyzed the difference between. Koreans and foreigners perception of hotels brand equity assessment. Lassar, Mittal & Sharma(1995)s scale of brand equity, which is comprised of performance, social image, value, and attachment was used for the analysis. The results of this research suggests the following.
First, performance, which was measured the highest needs to be constantly managed to maintain its current status and social image, which was measured the lowest, needs to increase its share through brand marketing activities focused on customers’ identification of their self image with hotels’ brand image. Second, brand equities of the surveyed hotels were not much different from one another and it shows that hotels lack differentiation. Thus, a brand marketing strategy based on each hotel’s unique identity is needed. Third, even though it was found out that separate marketing activities for Koreans and foreigners are unnecessary, a differentiated marketing strategy for Koreans and foreigners in terms of prices is needed. This research is meaningful in that it suggests a new direction for brand marketing activities, which is not ethnocentric, by looking into the difference between Koreans and foreigners through a survey on each groups perception.

목차 (Table of Contents)

• 요약
• Ⅰ. 서론
• Ⅱ. 이론적 배경
• Ⅲ. 연구방법
• Ⅳ. 실증분석 결과
• Ⅴ. 결론
• 참고문헌
• Abstract

참고문헌 (Reference)

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