호텔 가격공정성이 브랜드 자산 및 구매의도에 미치는 영향 연구

• 영문명: A Study on Effects of Hotel price fairness on Brand equity and Purchase intention
• 발행기관: 관광경영학회
• 저자명: 김용준 김기범 이주형
• 간행물 정보: 『관광경영연구』제16권 제2호, 1~25쪽, 전체 25쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2012.06.30

영문 초록

This study investigate an issue of hotel`s price fairness influencing on Brand equity, Consumer`s purchase intention at super deluxe hotels and deluxe hotels in Seoul, Korea. In general price can vary by the inflation rate, and it can be determined by a firm`s market segmentation strategy. Price fairness can be defined as customer`s acceptability of the price change under circumstances in which product price changes. thus, establishment of marketing strategy, customer relation management strategy is necessary. This study then examines how the price unfairness affects on brand equity, customer`s perception, and purchase intention. The perceived price fairness as factors related with it and the effect of perceived price fairness. Therefore, to investigate asymmetric effect of the price fairness, it is classified factors as actual price, positive price, negative price and explore the relationship between the price fairness, brand equity, These days, overseas tour is growing rapidly due to the changes in lifestyle, diversification of life of the people, expansion of leisure time and the effective use of labor time. However, perceived risk of tourism is also growing with time due to the continuing economic depression, lack of trust in travel agency and natural disasters such as Tsunami. Accordingly, the more reliable information gathered, the less perceived risk will be, resulting in giving a more competitive edge to the travel agency. Thus, the purpose of this study is to reduce the perceived risk for better management of the travel agency, to recognize the importance of the source of providing travel information and also to provide basic data for the academic development in the field of tourism studies.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 조사설계

Ⅳ. 분석결과와 논의

Ⅴ. 결론

참고문헌

키워드

Price fairness Brand Equity Perceived Value Purchase Intention