Influence of Advertising Attributions on Attitude toward Advertisement, Brand Attitude and Purchase Intention : Emphasis on Hotel Web Advertisement

호텔 웹 광고의 광고속성이 광고태도와 브랜드태도, 구매의도에 미치는 영향

  • 김연미 (경희대학교 호텔관광학과) ;
  • 한진수 (경희대학교 호텔경영학전공)
  • Received : 2010.12.07
  • Accepted : 2011.02.24
  • Published : 2011.03.01


This study was motivated by consideration of advertising effects on purchase intention of hotel customers in the situation that people can experience in web advertisements more easily and quickly through four main media. We intends to propose strategic web advertising marketing plans by investigating the relation among hotel web advertising attributions, advertising attitude, brand attitude and purchase intention of customers. In conclusion, in the situation that hotel service industry endeavors a lot to attract young customers, according to gentrified consumption culture and changes in an environmental trend, these results are expected to be used as data to establish web advertising marketing strategies to show trendy brand images to hotel customers, especially consumers of N Generation using official websites of hotels.