비교문화 관점에서의 호텔 브랜드 자산 가치와 선호도 및 만족도의 관계

• 영문명: Correlation between the customer based hotel brand equity and the customer preference and satisfaction from the cross cultural perspectives
• 발행기관: 한국관광학회
• 저자명: 이태숙
• 간행물 정보: 『관광학연구』제36권 제1호, 331~352쪽, 전체 22쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2012.02.29

영문 초록

This study identified the effect of hotel brand equity on the customer's preference and satisfaction for hotel brands and pursued to compare the evaluation of hotel brand equity between individualist and collectivist consumer groups. Results confirmed that customer preference for hotel brands was significantly influenced by brand equity factors such as ‘attachment’ and ‘social image’, over factors of 'value' and 'performance'. In addition, the factor of customer preference for hotel had a great impact on guest satisfaction. The examination of whether two groups are identical or not, individualist and collectivist, revealed that there was no significant difference between the group classifications. The results further indicated that customers; either individualist or collectivist) are no different in understanding hotel sphere, like as a result of the standardization of modern service deliver. It's not useful, therefore, for the hotel businesses to conduct the marketing strategy through market segmentation of individualism and collectivism from the cultural perspectives. It is suggested in stead that demographic or lifestyle-related segmentation be pursued.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구방법

Ⅳ. 실증분석 결과

Ⅴ. 결론

참고문헌

키워드

비교문화연구 호텔 브랜드자산 선호도 만족도 Cross cultural study Hotel brand equity Preference Satisfaction