The Difference of Hotel Brand Personality Perceived by F&B and Kitchen Employees between Local and International Deluxe Hotels in Seoul

국내 자생 호텔과 다국적 호텔의 식음료.조리 종사원 인지 브랜드 개성 차이

  • Choi, Mi-Kyung (Research Institute of Food & Nutritional Science, Yonsei University)
  • 최미경 (연세대학교 식품영양과학연구소)
  • Published : 2006.02.28

Abstract

The purpose of this study were to measure brand personalities of deluxe hotels in Seoul, and to identify the difference of brand personality between local and international hotels. The questionnaires developed for this study were distributed to 460 employees in kitchen and F&B departments of 11 deluxe hotels in Seoul. A total of 398 questionnaires were used for anaylsis(86.5%) and the statistical analyses were completed using SPSS Win(12.0) for descriptive analysis, reliability analysis and t-test, and AMOS(5.0) for confirmatory factor analysis. The results of this study showed that deluxe hotels have brand personalities relatively strong at 'affection', 'sophistication', 'competence' dimensions, and there was a significant difference by hotel nationality. The brand personality scores of international brand hotels perceived by employees were high at the 'excitement'(p<0.001), 'sophistication'(p<0.001), and 'competence'(p<0.01) dimensions, whereas local hotels were considered more obedient(p<0.01). Overall, it could be a key factor for successful brand management that establish a distinctive brand personality, and a localized brand personality measure will lead to more desirable decision making.

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