호텔 인터넷매체광고에 대한 소비자의 태도가 브랜드 인지에 미치는 영향

• 영문명: The Impacts of Consumer Attitude toward Internet Media Advertising on the Hotel Brand Image
• 발행기관: 한국관광학회
• 저자명: 윤영일 오익근
• 간행물 정보: 『관광학연구』제33권 제5호, 231~248쪽, 전체 18쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2009.10.31

영문 초록

This study analyzed the relationship between hotel consumers' attitude toward internet media advertising and their brand awareness. Data were collected from twenty first-class hotels located in Seoul, Gyeongju, Busan, and Jeju island. A total of 420 samples were selected from guests who reserved hotel rooms online. Findings suggest that both emotional and behavioral attitude toward internet media advertising significantly affected hotel brand awareness. In particular, emotional attitude were more effective than behavior attitude. The results suggest that campaign with both emotional and behavioral appeal would effectively enhance a hotel's brand image. Also useful in brand enhancement was internet advertising that featured the hotels' logo or emblem.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구방법

Ⅳ. 실증분석

Ⅴ. 결론

참고문헌

키워드

인터넷매체광고 광고태도 브랜드 인지 Internet media advertising,Attitude toward advertising,Brand awareness