호텔 이미지가 고객 선호도에 미치는 영향에 관한 연구:호텔식 음료 업장 이용객을 중심으로 = A Study on the Influence of Hotel Image on Consumer Preferences: Focus on the Hotel Food & Beverage Outlets

다국어 초록 (Multilingual Abstract)

This study focuses on the marketing strategy for hotel’s continual brand management analysing the influence of hotel image on consumer preferences. A model and hypothesis are made on the basis of the existing study, theory and preceding study on hotel image and consumer preferences. the influence of satisfaction at the property of hotel image show that the functional image of hotel brand is effected by access to hotel, quality of service, quality and variety of facilities, safety of hotel image property. And social image of hotel brand is effected by reasonal price, quality of service, external appearance, safety, reputation. lastly, the influence of hotel brand image on consumer preferences show that intention to reuse and frequency of return are effected by functional, emotional and general image of hotel brand. And the intention to transmit by positive word of mouth and good impression of consumer preferences are effected by functional, social, emotional and general image of hotel brand. Especially, the functional image of hotel brand has an extreme effect on intention to reuse and transmit by positive word of mouth, good impression.

참고문헌 (Reference)

1 "호텔이미지가 고객 애호 도에 미치는 영향에 관한 연구" 2002

2 "호텔 이미지가 구매 행동에 미치는 영향에 관한 연구" 1997

3 "호텔 브랜드 인지도에 관한 연구" 2000

4 "자아 개념브랜드 이미지 일치성과 브랜드 태도와의 관련성" 1999

5 "소비자의 브랜드 지각 측정을 통한 마케팅 전략 수립 방안에 관한 연구" 1997

6 "서비스 질이 호텔 이미지 형성에 미치는 영향에 관한 연구" 1996

7 "서비스 선호도의 결정 요인에 관한 연구" 141 : 1999

8 "상표 개성을 통한 광고 전략 연구" 91 : 1998

9 "브랜드 네임이 제품 평가 및 구매에 미치는 영향" 1999

10 "Why do customer switch? The Dynamic of Satisfaction Versus Loyalty" 123 : 1998

11 "Understanding Consumer-Brand Relationships" Cambridge, MA. (96-108) : 1999

12 "Toward an Integrated Conceptual Framework. Journal of the Academy of Marketing Science" 22-, 1994

13 "The Brand’s the Thing" 4 : 1996

14 "The American Customer Satisfaction Index: Nature, Purpose and Finding" 60 : 1996

15 "Measuring and Managing Customer-Based Brand Equity. Journal of Marketing" 57-, 1993

16 "Capitalizing on the Value of a Brand Name. The Free Press." 1991

17 "A Path Analytic Model of the Relationships Between Involvement, Psychological Commitment, and Loyalty" 302 : 1998

18 ". 호텔 이미지가 구매 행동에 미치는 영향에 관한 연구. 세종대학교 대학원" 1994

19 ". 상품 이미지가 구매 결정에 미치는 영향에 관한 실증적 연구 승용차를 중심으로. 인하대학교 대학원" 1992

20 ". Royalties from loyalties. Journal of business Strategy" 152-, 1994

21 ". Patterns of Brand Loyalty Their Determinants and Their Role for Leading Brand. European Journal of Marketing" 203-, 1986

22 ". Measuring Store Image Through Multi dimensional Scaling of Free Response Data. Journal of Retailing" 52-, 1976

23 ". Effects of Price and Store Information on Buyer’s Product Evaluation. Journal of Marketing Research" 28-, 1994

24 ". Consumer Store Image and Store Loyalties. Journal of Marketing" 37-, 1973

25 ". A Path Analysis Model of Store Loyalty Involving Self-Concept and Socioeconomic Status. Journal of the Academy of Marketing Science" 19851985.