• 웰빙융합연구
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• 제4권4호
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• pp.26-30
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• 2021

Purpose: The study tried to make a comparison between local and global brand hotels with respect to the relationships among customer experiences, service quality, customer satisfaction and consumer-brand relationship. This study provided strategic implications according to its results. Research design, data and methodology: To this end, this study collected data from 300 participants who have stayed at local and global brand hotels in Seoul. SAS 9.4 was used for data analysis. Results: The results showed that experiential modules ('sense' module and 'feel-think-act') affected service quality (human service, physical service) in local brand hotels. But 'feel-think-act', one of experiential modules, only affected service quality in global brand hotels. Also, physical service only had strong effects on customer satisfaction with both local and global brand hotels. Finally, customer satisfaction was influenced by consumer-brand relationships for two hotel groups. But there were no statistically significant differences in all estimations between local and global brand hotels. Conclusions: In conclusion, the study provided some strategic implications that experiential marketing in hotel industry needs be practiced maintain the competitive advantage and sustain branding power and will result in stronger consumer-brand relationships in local and global brand hotels.

• 한국식생활문화학회지
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• 제21권1호
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• pp.65-70
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• 2006

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.

• 동아시아식생활학회지
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• 제16권2호
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• pp.207-214
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• 2006

The purpose of this study was to examine the impacts of brand personality and employee personality on employee brand identification. The questionnaire developed for this study was distributed to 460 employees in F&B (food and beverage) departments and kitchen of 11 deluxe hotels in Seoul. A total of 398 questionnaires were used for analysis (86.5%) and the statistical analyses were completed using SPSS Win(12.0) for descriptive analysis, reliability analysis, t-test, and regression analysis. The results showed that employee brand identification was stronger at higher position, and also stronger among F&B department employees than among kitchen cooks. In addition, international hotels showed a higher level of employee brand identification than local hotels. Employee brand identification was also affected by hotel brand personality and employee personality. The dimension of 'sincerity' had the strongest effect on brand identification, followed by the dimensions of 'excitement' and 'sophistication'. Especially, when the hotel brand personality was lower than the employee personality at the dimension of 'sincerity', the level of employee brand identification was much lower. Overall, employee brand identification, which is a key factor for successful brand delivery to customer, could be enhanced through strong strategies to improve the brand personality dimensions and enhance employee development.

• 한국프랜차이즈경영연구
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• 제2권1호
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• pp.134-151
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• 2011

기업은 예측 불가능한 변화에 대하여 신개념의 접근 방법을 준비하여야만 하는 시대에 살게 되었고, 다양한 시장 환경의 변화로부터 도전을 받고 있다. 기업들은 자사의 역량을 핵심 분야에 집중시키고 나머지 부분들은 제휴를 통해 기업비용의 절감을 실현시키는 방법에 관심을 기울이고 있다. 호텔의 식음료 상품역시 상품과 서비스에 대한 고객의 기대가 증대되고 있는 가운데 식음료 업장의 운영자들은 고객 가치 증진을 위해 가격의 하향 책정과 품질 향상이라는 양자택일의 상황에 놓여 있다. 그러나 대다수 의 호텔들은 대기업에서 운영되고 있기 때문에 이미지 유지를 위해 을 가격의 하향 책정을 택하여 손실을 감수하고 있는 현실에서 국내 호텔 운영자들에게 '브랜드 제휴'가 브랜드 이미지를 향상시키고 매출을 증진시키는 하나의 해결책으로 제시될 수 있을 것이다. 이에 따라 국내 중가 호텔 경영자들에게 브랜드 제휴 결정 요인을 제시하여 보다 효율적으로 브랜드 제휴를 수행 할 수 있는 방안을 제시하였다.

• 한국조리학회지
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• 제13권3호
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• pp.137-147
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• 2007

This study aims to provide the preliminary information for developing a local marine product brand of Busan by investigating consumers' preference and behavior when they choose marine products. The results of the study confirm the importance of branding local marine products. Subjects think a brand of marine products plays an important role in their choice of marine products and has positive relationships with credibility, taste, price premium of products. The results also show that consumers' satisfaction with a marine product brand can be significantly influenced by its taste, package design, and price. When asked about developing a new Busan marine product brand, more than 80% of subjects answer that they are likely to purchase its products and even more respondents think developing a brand has a positive impact on the economy of Busan area.

• 한국식품조리과학회지
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• 제23권3호통권99호
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• pp.401-408
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• 2007

The purpose of this study was to identify the impacts of brand and organizational identification on job satisfaction among kitchen and F & B employees of deluxe hotels. Questionnaires were distributed to 460 employees in the food and beverage departments of 11 deluxe hotels in Seoul. A total of 398 questionnaires were used for analysis (86.5%). Statistical analyses were completed using SPSS Win (12.0) to perform descriptive analysis, reliability analysis, t-tests and ANOVA. The results of the study showed that brand identification was higher with F & B employees than kitchen employees (p<0.01), and was also higher for employees of international brand hotels than local brand hotels (p<0.05). Further analyses revealed that brand identification affected organizational identification, and both types of identification, especially brand identification, had strong impacts on job satisfaction. In conclusion, employee brand identification should be recognized as one of the most important factors of human resource management in the foodservice industry.

• 동아시아식생활학회지
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• 제19권5호
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• pp.803-811
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• 2009

Brand equity has been treated conspicuously since the late 1980s. The purpose of this study was to develop a model brand equity model by examining the structural relationship among dimensions (brand loyalty, perceived quality, brand association/image, brand awareness) of brand equity, to compare differences between local brands and multinational brands. For this study, a total of 540 survey questionnaires were analyzed the results. All results were conducted using the frequency, factor analysis, regression and t-test procedure of the SPSS 12.0 package. The t-test revealed that consumers expose that recognize foreign brand constituents as better than domestic brand constituents. The determinant factors of brand equity were summarized as brand loyalty, perceived quality, brand association/ image, and brand awareness. Among these, four factors had a significant affected on the level of brand equity. Specifically, there was a difference between domestic brand and foreign brands. Among domestic brands the level of brand equity was significantly affected by brand loyalty, brand association/image, and brand awareness. However foreign brands were significantly affected by brand loyalty and perceived quality.

• 대한지역사회영양학회지
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• 제11권1호
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• pp.116-123
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• 2006

The purposes of this study were to develop a tool for assessing internal branding performance and to identify the difference of internal branding performance between local and international hotels. The internal branding performance measure was developed through literature studies and face-to-face in-depth interviews with managers in various departments of 5 deluxe hotels. The questionnaires were distributed to 460 employees in food and beverage departments of 11 deluxe hotels in Seoul, and a total of 398 questionnaires were used for analysis ($86.5\%$). 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 the measure developed in this study was reliable and valid for assessing internal branding performances of hotels. In addition, the internal branding performances of hotels were high at understanding of brand dimensions and relatively low at work and organizational culture and human resource management dimensions, and local hotels showed lower levels of performance than international hotels at the dimensions of work and organizational culture (t = -3.801, P < 0.001) and human resource management(t = -5.397, p < 0.001). In conclusion, it is considered that a strong internal branding strategy should be established for successful brand management, and the practical measure for internal branding performance would be a key factor.

• 디지털융복합연구
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• 제18권2호
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• pp.403-411
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• 2020

이 연구는 특색있는 부티크 호텔에서 중요한 요소를 경험으로 보고, 호텔에 풍부한 경험 콘텐츠를 넣어 성공적인 사례를 만들고 있는 하얏트 호텔 그룹의 안다즈 호텔을 중심으로 융복합 사례 연구를 진행하였다. 안다즈 인도 델리 지점과 일본 도쿄 지점 두 곳에서 여덟 개씩 총 열여섯 개의 경험 콘텐츠 카테고리를 살펴보고, 이를 번 슈미트의 다섯개 경험 모듈을 통해 진단한 결과, 두 지점 모두 안다즈의 지역 특색을 살리는 호텔을 만드는 브랜드 철학에 맞게 대부분의 경험 모듈에서 경험 콘텐츠를 강하게 가지고 있었고, 그중 감각 콘텐츠를 가장 강하게 나타내고 있었다. 델리 지점 보다 토라노몬 힐즈 지점이 감성 경험 콘텐츠를 더 강하게 가졌으며, 인지 경험 콘텐츠의 경우 델리 지점이 조금 더 강하게 가지고 있는 것으로 확인되었다. 두 지점 모두 이용객이 호텔을 이용하는 동안 맞이하게 되는 다양한 지점에서 풍부한 경험 콘텐츠를 가지고 있는 것으로 확인되었다.

• Journal of Sport and Applied Science
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• 제5권1호
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• pp.1-9
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• 2021

Purpose: In Seongnam City, a number of festivals are held in various areas, led by the city and private organizations. The necessity of developing a representative festival of Seongnam City, which can enhance the brand value of Seongnam, a cultural city, and promote a sense of local community and economic effects, is emerging. The purpose of this study is to analyze festival-related ordinances of Gyeonggi-do local governments, and to derive implications necessary for the development of festival support ordinances representing Seongnam City. Research design, data, and methodology: This study used the database of National Legal Information Center of the Ministry of Legislation and the autonomous legal information system to thoroughly investigate the ordinances related to festival support of basic local governments in Gyeonggi-do and the whole country. To do this, descriptive statistics analysis was conducted. Results: As a result of the study, it was found that 168 organizations (68.6%) of 245 local governments nationwide have adopted the festival support ordinance, and there are a total of 231 ordinances. In the case of basic organizations, out of 228 basic organizations, 151 organizations, including Seongnam City, adopted the ordinance on festival support, showing an adoption rate of about 66%. As a result of analyzing the basic organizations that enacted representative festival related ordinances among Gyeonggi-do basic organizations, 9 out of 28 cities adopted 16 representative festival ordinances, based on the legal and institutional basis for supporting representative festivals. Conclusions: In the case of Seongnam City, it is believed that in order to develop a representative festival, an ordinance to support the representative festival must be established. Considerations regarding the composition of the ordinance for the representative festival were discussed.