확장된 목표지향적 행동모형을 적용한 5성 호텔 이용자의 행동의도 연구 = The Influence of Brand Image and e-WOM on 5-star Hotel Users' Behavioral Intention: An EMGB Approach

다국어 초록 (Multilingual Abstract)

The 5-star hotel market faces intensified competition due to quantitative growth and the expansion of global brands in the domestic sector, making it difficult to achieve competitive advantage through mere physical facilities or conventional services. In response to these market conditions and the shift in consumer behavior driven by mobile platform proliferation, this study aims to substantially contribute to the profitability and sustainable growth of 5-star hotels.
The research applies the Extended Model of Goal-Directed Behavior (EMGB) to investigate the causal relationships among antecedents—attitude, subjective norm, positive/negative anticipated emotions, and perceived behavioral control—on desire and behavioral intention among 5-star hotel users. Furthermore, it empirically verifies the influence of the extended variables, brand image and electronic Word-of-Mouth (e-WOM), on desire and behavioral intention.
The hypothesis testing yielded the following key findings: First, positive anticipated emotion, attitude, and negative anticipated emotion significantly and positively influenced desire, in that order. Specifically, positive anticipated emotion was identified as the most powerful factor affecting desire, aligning with existing EMGB research. Second, desire demonstrated the strongest and most significant positive influence on 5-star hotel users’ behavioral intention, reaffirming its role as the core driving factor for action. Third, among the extended variables, brand image had a relatively stronger positive impact on desire, while e-WOM had a relatively stronger positive impact on behavioral intention. This suggests that the desire to use a hotel is more strongly influenced by an individual’s subjective brand image, whereas the actual behavioral intention is more sensitive to e-WOM information based on others' prior experiences.
These results offer critical implications for 5-star hotel marketing strategy development. Hotels must implement a Two-Track strategy: constructing a unique and distinct brand image to stimulate desire, while actively leveraging positive e-WOM information to strengthen final behavioral intention. However, this study acknowledges limitations regarding its broad scope and the scarcity of EMGB applications in the hotel sector, suggesting the need for future research utilizing segmented criteria and diverse extended variables.