호텔 PPL마케팅이 브랜드이미지와 구매의도에 미치는 영향에 관한 연구

• 영문명: The Influence of the Hotel PPL on the Brand Image and the Purchase Intention: Focused on the 'S' Hotel in Jeju Island
• 발행기관: 관광경영학회
• 저자명: 하경희
• 간행물 정보: 『관광경영연구』제14권 제3호, 247~267쪽, 전체 21쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2010.09.30

영문 초록

The PPL(product placement) as a indirect advertisement becomes a critical communication method in the hotel marketing. For example, the Hotel Sheraton Walkerhill gained the considerable effect of the marketing and the PR abroad by the PPL in the TV drama. As a result of the PPL, the 'Hotelier Packages' which were based on the drama were sold out in an instant and the sales of all over the hotel increased during the package. So, the influence of the hotel PPL need to examine and analyze. For the study, the drama 'the men beautiful more than flowers' and the hotel in Jeju island which was location of this drama are selected. And the survey is targeted to the undergraduates, because they are the most of viewers of this drama. The purpose of the study is to analyse the effects of the hotel PPL on the brand image and the purchase intention. For this purpose, the exploratory factor analysis, reliability analysis and regression analysis were used. And the results are as follows. First, the hotel PPL has meaningful influences on the familiarity factor of the brand image. The 'Hallyu (Korean Wave)' is useful to improve this influence. Second, the hotel PPL and the brand image have significant influences on the purchase intention. The storytelling strategy is effective for this result. Recently the hotel PPL has been used frequently in many hotels. This study has meaningful for this reason. But the study is not enough to generalize for all of the hotels and viewers. So the further studies are necessary to solve the shortage of this study.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅳ. 연구설계

Ⅳ. 분석결과

Ⅴ. 결론

참고문헌

키워드

PPL Indirect advertisement Advertisement effects Brand image Purchase intention