호텔 이미지 제고에 PPL 마케팅이 미치는 영향 연구

• 영문명: The Effects of PPL on the Hotel Image
• 발행기관: 관광경영학회
• 저자명: 이애리
• 간행물 정보: 『관광경영연구』제17권 제2호, 227~242쪽, 전체 16쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2013.06.30

영문 초록

The purpose of this study was to analyze the effects of PPL on the hotel image in terms of context types(exposure of positive or econtext), frequency of exposure(once of twice). For this purpose, relevant literature was reviewed to set the hypotheses for the study. The collected data were analyzed using the techniques as reliability test and ANOVA. The results of this study can be summarized as follows; First, when hotel appeared as a background in PPL, the types of context affected consumers recognition of brand and their intention of purchase. What should be noted was the finding that as opposed to the hypothesis, the PPL in a negative context affected consumer's recognition of brand and their intention of purchase more than the PPL in a positive context. However, it was found that consumers preferences of hotels were not significantly affected by types of context. Second, there was found no significant difference of brand recognition, preference and intention of purchase between one-time exposure and two-time one. Third, there was found no significant effect of interaction in PPL among types of context, Frequency of exposure.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구 설계

Ⅳ. 분석결과

Ⅴ. 결론

참고문헌

키워드

Effect of PPL Context Types Frequency of Exposure Recognition