CONGRUENCE BETWEEN ACTUAL/SOCIAL SELF-IMAGES, AND BRAND IMAGES OF PREFERRED HOTELS

• 발행기관: 세계문화관광학회
• 저자명: Young-Jun YOO Alexander GRUNEWALD
• 간행물 정보: 『Conference Proceedings』8th International Joint World Cultural Tourism Conference 2007, 321~332쪽, 전체 12쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2007.11.30

영문 초록

This study's purpose is twofold: (1) to examine how the self-images of hotel users are related to the brand images of their preferred hotels, and (2) to examine the level of congruity between actual/social self-images and preferred hotels' images. It was found that generally self-images (i.e. actual and social), as rated by the respondents do not significantly differ, but significant deviations were found in specific attributes. Social self-image shows higher positive congruity with hotels' brand image than the consumers' actual self-image. It is suggested that from a marketing standpoint a consumer's social self-image is of greater importance, than the actual self-image.

목차

ABSTRACT

INTRODUCTION

LITERATURE REVIEW

RESEARCH DESIGN

RESULTS AND DISCUSSION

CONCLUSION

REFERENCES

키워드

congruence brand image self-image hotel image brand preference