Earticle

초록

영어

Owing to the importance of culture and the positive results, recently, there have been more and more researches on the cultural marketing, and most of them are related to places through culture. Most of the domestic researches are handling the positive effectiveness of cultural marketing on companies. Examining the preceding researches on service companies, even though there are some researches on coffee shop, food service industry, airline, travel agency, and casino, there are not many researches on hotel company which is one of the representative service companies. This study aims to understand the effects of hotel corporate cultural marketing perceived by hotel customers on the corporate image and brand attitude. For this, selecting the people who had experiences in using a hotel as a sample group, this study conducted a survey from September 1st 2019 to September 30th 2019. After distributing total 280 questionnaires, total 276 questionnaires were collected. Excluding 26 questionnaires with omitted or insincere responses that were judged to be unsuitable for this study from the collected data, total 250 questionnaires were used for the empirical analysis. The verification of the research model was done through statistical analysis using SPSS 21.0. Factors, reliability and regression analysis were conducted based on the survey data. The following is a detailed description of the contents. First, according to the regression analysis results of Hypothesis 1, the test of the relationship of cultural marketing's impact on the corporate image showed that the factors of cultural marketing were cultural promotion (p= .000) and cultural enterprise (p= .002) in order to influence the corporate image. In addition, cultural support and cultural production of cultural marketing had a significant impact on corporate image. Therefore, hypothesis 1 of this study was partially adopted. Second, according to the regression analysis results in Hypothesis 2, the relationship of cultural marketing's impact on brand attitude was tested and found that the factors of cultural marketing were cultural promotion (p= .000) and cultural enterprises (p= .003) which were the factors of cultural marketing, which had an effect of positive brand attitude. In addition, cultural support and cultural production of cultural marketing had no significant impact on brand attitude. Therefore, Hypothesis 2 of this study has been subselected.

목차

ABSTRACT
Ⅰ. 서론
Ⅱ. 이론적 배경
1. 문화마케팅
2. 기업이미지
3. 브랜드태도
Ⅲ. 연구 설계
1. 연구모형의 설정
2. 연구가설의 설정
3. 변수의 조작적 정의 및 설문지 구성
4. 자료수집
Ⅳ. 실증분석
1. 인구통계학적 특성
2. 신뢰성 및 타당성 검정
3. 가설검정
Ⅴ. 결론
참고문헌

키워드

저자

• 최백현 [ Baekhyeon Choi | 여수 엠블 호텔 식음료팀 ]
• 이희승 [ Heeseung Lee | 호남대학교 호텔경영학과 교수 ] 교신저자
• 박소이 [ Soi Park | 호남대학교 호텔관광학과 박사과정 ]

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