• 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 Digital Convergence
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• v.20 no.5
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• pp.671-680
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• 2022

The purpose of this study is to suggest the direction of the funeral culture industry suitable for the age of longevity and well-aging through a study on changes in the perception of funeral culture among the elderly. The survey of this paper was conducted by Gallup Korea, and the survey method was a 1:1 individual interview using a structured questionnaire. The survey was conducted from October 1 to October 25, 2021, targeting 127 elderly people over the age of 65 living in Seoul, Incheon, and Gyeonggi-do. The number of valid subjects was 110, and the sampling method used was allocation by sex/age/income level/religion. As a result of the study, as for the change in the perception of funeral culture among the elderly, women preferred cremation to men (p=0.034). It was investigated that the level of income (p=0.004) and religious status (p=0.020) had an effect on funerals while alive. According to the presence or absence of thoughts about death, there was a significant difference in the membership of the mutual aid product (p=0.008) and the intention to return to a religious organization (p=0.004) when a memorial service was held. The results of this study are expected to be usefully utilized in presenting the direction and policy of the funeral culture industry suitable for the age of well-aging in the future.