• The Journal of the Korea Contents Association
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• v.16 no.12
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• pp.410-421
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• 2016

The purposes of this study were to investigate the effect of experience in hotel on brand trust, brand attachment and brand commitment. It aims to contribute hotel brand marketing from analyzing and showing how brand experience factors affect brand equity factors. The findings and implications can be summarized as follows: the factor Sense Experience, Feel Experience, Act Experience and Think Experience of Brand Experience caused the positive impact on brand trust and brand attachment. Second, brand trust has a significant impact on brand attachment. Third, brand trust and brand attachment both caused a positive impact on brand commitment. Thus, the hotel managers need to establish a ongoing brand experiential marketing strategy which can improve brand commitment of hotel and ways to be recognized as motivational factors for offered services and products which customer can perceive and experience.

• Journal of Korea Entertainment Industry Association
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• v.13 no.8
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• pp.93-106
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• 2019

This study is purposed to make sure of the Effects of Hotel Brand Equity on Enterprise Trust and Customer Citizenship Behavior. For this study, the effects of Hotel Brand Equity on Enterprise, the effects of Hotel Brand Equity on Customer Citizenship Behavior and the effects of Enterprise Trust on Customer Citizenship Behavior were analyzed statically by the method of multiple regression analysis. Hotel Brand Equity consists of 3 elements(Perceived Service Quality, Brand Image, Brand Awareness), Enterprise Trust is made of 2 elements(Enterprise Ability, Enterprise Sincerity) and Customer Citizenship Behavior has 2 element(Guest Preference, Guest Helping). As a result, three things have been found. First, Perceived Service Quality has a positive influence on both of Enterprise Trust and Customer Citizenship Behavior which means that Perceived Service Quality is the most essential element for hotel marketing performance. Second, Brand Image has a positive influence partly on Enterprise Trust, that is, only on Enterprise Ability, not Enterprise Sincerity and also on both Guest Preference and Guest Helping whereas Brand Awareness has a positive influence on both of Enterprise Ability and Sincerity but it has no influence on Customer Citizenship Behavior. Third, Enterprise Sincerity has a positive influence on both of two elements in Customer Citizenship Behavior whereas Enterprise Ability has a positive influence on only Guest Helping.

• Journal of Digital Convergence
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• v.15 no.7
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• pp.181-190
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• 2017

The purpose of This study was to find out the effects of the hotel advertising attitude and brand image on customers' purchase intention. For this study, a total of 306 questionnaires among collected data for customers who experience hotel service at five star hotels located in Seoul from April 1, 2015 to April 30, 2015 was to ensure a valid sample. As a result of the experiments which conducted by factor analysis and regression analysis, it shows positive significant effects in purchase intention of "feeling and persuade attitude factor" and "reputation and usefulness attitude factor", but it is not positively effected continual purchase intention in hotel customers. Also, it shows positive significant effects on hotel customers' purchase intention of "emotional brand image" and "physical brand image". From the study, it is expected to find efficient ways to activate purchase intention on hotel products through differentiated advertising and brand image. In addition, it should be considered that positive images building up emotional and physical characteristics in hotels for establishing consumer-brand relationship. From the study, it is expected to find efficient ways to activate purchase intention on hotel products through differentiated advertising and brand image.

• Journal of Applied Tourism Food and Beverage Management and Research
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• v.16 no.1
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• pp.43-69
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• 2005

Generally, brand is the title for discriminating their own goods and service from other competitive company, brand-image means customer's good and bad affection or loyalty the brand of specific company. Customers often choose the goods according to the value of goods brand. In terms of this viewpoint, the value of company's brand is very important factor to the company's success. Brand-image also effects customers on selling company's goods. Specially, to the hotel business that should ensure lots of customer for a long period with the interest and credit of customers, its brand-image is more significant. What the image is looked upon as a important factor in marketing is due to the difficulty of discrimination against goods standardized in price and quality. Therefore, the company's image acts as a more important marketing factor in the high industrial society. Also it means a lot to the customer's purchasing behavior. When the company's brand-image is recognized or discriminated, customer's memory is longer and customer's reliability is raised than other company's advertisement and public information. Nowadays, most of hotels are perceiving the importance on their own brand-image but in the lack of deep study and systematic strategy in reality. The purpose of this study is to research the effect on customer's purchasing intention of hotel brand-image and choice-attribution. The empirical research has been done from 23April, 2004 to 20May, 2004. Data were collected from general customers who are using hotel located in Taegu. In conclusion, hotel brand-image depends highly on, the service quality of hotel staff and reputation of hotel. Besides, this acts on customer's hotel choice decisively.

• Culinary science and hospitality research
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• v.18 no.5
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• pp.33-44
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• 2012

The purpose of this study is to investigate the impact of experiential marketing on brand personality in the hotel restaurant. Especially, it verifies the relationship between experiential marketing and brand personality factors in hotel restaurants. Research methods targeting customers with deluxe hotel dining experience draw detailed brand personality factors and hotel restaurant experiences, along with an investigation of relationship between brand personality and strategic experience. As a result, among five factors of sense, emotions, perception, behavior, and relationship, only action and relationship influence competence, good feelings, activity, sophistication among five factors of competence, good feelings, activity, sophistication and strength. Therefore, future research should include the comparison of brand personality dimensions and the development of criteria for brand personality.

• Culinary science and hospitality research
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• v.17 no.5
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• pp.122-138
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• 2011

This study aims to investigate whether hotel brand personality predicts restaurant loyalty mediated through trust and satisfaction. An experimental design is applied to test six hypotheses that reflect the research questions. The guests who have experienced dining in five star hotels in Seoul are targeted for sampling. A total of 184 faithful cases out of 250 cases have been analyzed. To analyze the data, descriptive statistics and multivariate analysis of variance, and structural equation modeling (SEM) are employed using the SPSS and AMOS 7. The findings indicate that hotel restaurant customers' loyalty is positively influenced by hotel brand's ruggedness and sophistication. Also, all the variables in brand personality except excitement have a positive impact on hotel restaurant customers' trust. Noticeably, hotel restaurant satisfaction is increased through brand sincerity and sophistication. Finally, both restaurant trust and satisfaction have a positive impact on restaurant loyalty. In conclusion, these findings suggest that hotel practitioners need to develop the influential variables of hotel brand personality to elevate the level of restaurant loyalty.

• The Journal of the Korea Contents Association
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• v.21 no.6
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• pp.513-523
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• 2021

This study verified the effect of Hotel Drive through Service Quality between Customer Satisfaction and Oncontinuous usage Intention. In addition, by injecting the variable of the Hotel Brand Image between Hotel Drive through Service Quality and Customer Satisfaction, we tried to find out the effect of the Moderating Role. Convenience sampling was used for customers who recently experienced Hotel Drive through Service, which is operated mainly in Seoul. It has been held for about 40 days from December 2020. The survey tool constructed through prior research was distributed to customers who experienced Hotel Drive through Service in Seoul. 289 copies of the collected effective samples were statistically processed using SPSS 22.0. As a result of the analysis, it was found that hypothesis 1 and hypothesis 2 had a significant influence relationship. The Tangibility^*Hotel Brand Image and physical environment^*Hotel Brand Image in Hypothesis 3 were found to have a modulating effect with a significant positive (+) effect. However, it was found that Responsiveness^*Hotel Brand Image and Reliability^*Hotel Brand Image had no control effect.

• Proceedings of the KAIS Fall Conference
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• 2008.11a
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• pp.144-149
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• 2008

호텔 기업은 고객에게 최고의 숙박과 식사 시설을 제공하여야 한다. 또한 고객에게 최고 품질의 서비스를 해야 한다. 고객의 호텔 선택 기준은 매우 까다롭다. 숙박 이용, 식당 이용, 컨벤션 이용 의도에 따라 호텔 선택의 기준도 다르며, 호텔 인지도도 달라진다. 본 연구는 이러한 호텔 이용자의 이용 의도에 따라 호텔 선택의 영향을 분석하였다. 분석 방법은 구조적 모형 검증 방식을 통하여 실시하였다. 연구 결과의 특징은 식당 이용, 숙박 이용, 컨벤션 이용 의도에 따라 호텔 선택을 하고 있는 것으로 나타났다. 그렇지만 호텔 브랜드 지각 또는 서비스 품질지각에 따라 호텔을 선택하는 가설을 채택하지는 못했다.

• Journal of Global Scholars of Marketing Science
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• v.17 no.1
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• pp.1-21
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• 2007

This study seeks to understand the effects of information search activities and brand image on the hotel patronage intention based on the theory of reasoned action. First, it investigates the influence of attitude formed about hotel on the patronage intention. Second, it seeks to develope an alternative to TRA by looking into the effects of hotel image variable on hotel-specific attitude and patronage intention and attempts to substantiate the role of brand image as a substitute to subjective norm to increase the TRA's explanatory power. The main finding of this study are as follow; First, out of the three components of cognitive evaluation of hotel (human service, physical service and information service), human and physicial services were found to have significant influence on patronage intention. Brand image was found to exert notable influence on attitude toward hotel as well as patronage intention. Remarkably, the finding that brand image positively enhanced the TRA model sheds new strategic insight as to the usefulness of brand image as an alternative to overcome the TRA's limitation stemming from subjective norm. Third, it was learned that study subjects gave more weight to external information sources such as TV, radio, newspaper, magazine, and internet than to internal sources such as individual knowledge, experience or self image.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.9 no.5
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• pp.1422-1427
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• 2008

Hotel companies have to offer well furnished of a lodging and a meal and must keep the best customer supporting service. Because, customers have very strict standards and require fancy service to hotel that they pay. The Customers have different criteria to select hotel according to their purpose such as accommodation, banquet or convention. Hotel recognitions are also different along the purposes. I analyzed effects of hotel choice by intention to use hotel of customers in this research. To verify the effects, I used a structured model by AMOS 4.0 This study results show that the customers chose hotel in accordance with their intention of stay ; accommodation, banquet or convention etc. However, it is not significant hypothesis, that the guests select hotel along the brand recognition or the service perception.