Earticle

초록

영어

The purpose of this study is to consider the characteristics of the aviation industry based on actual cases of the aviation industry. First, to understand the difference in the process of the severity of negative publicity according to the service and safety of the airline affects the brand image. Second, I would like to examine the differences in recognizing negative publicity between full-service carrier and low-cost carrier reflecting the characteristics of the aviation industry. As a result of the empirical analysis, negative publicity related to safety are having a stronger negative influence on the brand image than services to airlines. In particular, as a result of analyzing the differences between groups by classifying the respondents' main airlines, it was found that customers who mainly use full-service carrier perceived negative publicity on services more seriously than customers who use low-cost carrier. Through these results, this study was able to explain the difference in the process of accepting negative publicity related to airline service and safety, and presents important implications as a preliminary study for discussion of recovery plans.

목차

ABSTRACT
Ⅰ. 서론
Ⅱ. 이론적 배경
1. 항공사의 부정적 언론보도
2. 브랜드 이미지
3. 항공사의 부정적 언론보도와 브랜드 이미지와의 영향관계
Ⅲ. 연구설계
1. 시나리오 및 설문항목 개발
2. 표본 및 자료수집
3. 조작적 정의 및 측정변수의 구성
Ⅳ. 실증결과분석
1. 표본의 특성
2. 측정변수의 신뢰성 검증 및 요인분석
3. 연구가설 검증
Ⅴ. 결론
참고문헌

키워드

저자

• 정은유 [ Eunyu Jeong | 창신대학교 항공서비스학과 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