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Effects of Hotel Advertising Attitude and Brand Image toward Customers' Purchase Intention

호텔광고 태도와 브랜드이미지가 고객의 구매의도에 미치는 영향

  • Han, Jin-Young (Dept. of Hotel Management, Catholic Kwandong University)
  • 한진영 (가톨릭관동대학교 호텔경영전공)
  • Received : 2017.05.15
  • Accepted : 2017.07.20
  • Published : 2017.07.28

Abstract

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.

Keywords

Hotel;Hotel Advertising Attitude;Brand Image;Purchase Intention;Hotel Product

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