Earticle

초록

영어

1. Results (of the study)
First, the tourist hotel that was first recognized by consumers was Hotel Shilla and the tourist hotel that was secondly recognized by consumers was also Hotel Shilla. In addition, Hotel Shilla, special grade I tourist hotel, and Novotel, special grade II tourist hotel, received highest approval rates in terms of familiarity, preference and potential use in the survey of consumers.
Second, in terms of familiarity of the tourist hotel logos, the logos of Hotel Shill and Holiday Inn(special grade II) were most familiar to consumers.
Third, there was no significant difference in the analysis of the recognition, preference and loyalty of the tourist hotel brands depending upon the residential areas(Gangnam/Gangbuk). Nor was there any difference in the analysis of the recognition, preference and potential use of the tourist hotel logos. But in terms of familiarity, there were differences between special grade II tourist hotels located in the Gangnam area and the Gangbuk area.
Therefore, it was proved that the logo recognition, preference and potential use were not influenced by the residential areas but the familiarity was influenced depending upon location.
2. Suggestions
First, in the survey of the first recognized tourist hotels, Ramada Renaissance, Hilton and Marriot were least recognized by consumers and therefore these hotels need to seek ways to improve their familiarity and preference.
Second, under the current situation where the competition for recognition is so stiff, tourist hotels need to make every effort to increase the purchase opportunity of their products by enhancing their brand recognition/preference.
Third, it is necessary to newly establish the awareness of the brand recognition/preference of the tourist hotel industry by sharing the analysis results and at the same time the industry's efforts to improve the recognition and familiarity of the special grade II tourist hotels are needed.
This study will become meaningful when the results are used to create more repurchases and revisits by enhancing the consumers' brand recognition/preference, familiarity and image through the implementation of brand-focused management as a new paradigm for an enterprise that can create new thinking, new strategies, a new organization and a new evaluation system.

목차

Ⅰ. 서론
 Ⅱ. 이론적 배경
  1. 브랜드 인지의 개념
  2. 브랜드 인식의 역할
  3. 브랜드인지/선호도 측정방법
  4. 브랜드인지/선호도의 선행연구
 Ⅲ. 조사설계 및 실증분석
  1. 조사설계
  2. 통계분석 방법
  3. 조사결과 분석
  4. 관광호텔 브랜드의 가설 검증
 Ⅳ. 결론 및 시사점
  1. 연구의 결과
  2. 시사점
 참고문헌
 ABSTRACT

저자

• 허용덕 [ Yongduk Huh | 상지영서대학 관광과 조교수 ]

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  관광경영연구 [Journal of Tourism Management Research]

• 간기

  연7회

• pISSN

  2092-528X

• 수록기간

  1997~2021

• 십진분류

  KDC 326 DDC 338