호텔의 공익연계마케팅이 호텔이미지와 고객행동의도에 미치는 영향

• 영문명: Effect of Hotel's Cause-Related Marketing on Hotel Image and Customer Behavior Intention
• 발행기관: 한국관광학회
• 저자명: 吳唱炫 金哲源 李泰淑
• 간행물 정보: 『관광학연구』제35권 제8호, 13~30쪽, 전체 18쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2011.10.31

영문 초록

This study aimed to examine the effect of a hotel's cause-related marketing (CRM) on the hotel's brand image and customers' behavior intention. Based on a review of related literature, a structural model among the three constructs were developed. The model suggested that the CRM of a hotel might make positive impact on the hotel's brand image and the customers' behavior intention. It also proposed that a hotel's brand image might be positively associated with the customers' behavior intentions. Data were conveniently collected from 422 customers who visited five-star hotels in Seoul on October 2010. Results of a structural equation model analysis empirically verified the positive relationship between the CRM and brand image. It also confirmed the positive relationship between the brand image and customers' behavior intention. However, the relationship between the CRM and customers' behavior intention did not fit the data. Based on the findings of this study, practical implications and future research directions were discussed.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구방법

Ⅳ. 분석결과

Ⅴ. 결론

참고문헌

키워드

공익연계마케팅 호텔이미지 고객행동의도 Cause-related marketing Hotel image Customer behavior intention