지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
초록· 키워드
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Recently, becoming the competition among hotel industry is growing, hotels have begun to use experience marketing lately as differentiated marketing means. The purpose of this research is to study about the effect of the experience of hotel guests on satisfaction and brand loyalty. For this research, the author analyzed empirically 250 copies of questionnaires as effective samples. In a sample of 250 hotel guests, the findings are consistent with the proposed mediation model of the research. The first finding of this research discovered that the experience of hotel guests make a positive influence on satisfaction and brand loyalty. The second, the satisfaction was found to relate positively to brand loyalty. And also, the satisfaction affect mediating effect on between experience and brand loyalty. The ultimate goal of this research provides the new direction that utilize the experience of guests as a hotel marketing strategy which enhance the brand loyalty of the company.
목차
등록된 정보가 없습니다.
참고문헌 (58)
참고문헌 신청
Holbrook, M. B / 1982 / The experiential aspects of consumption: Fantasies, feelings, and fun / Journal of Consumer Research 9:132~140
Hosany, S / 2009 / Dimensions of cruisers’ experiences, satisfaction and intention to recommend
Jacoby / 1971 / Model of Multi-Brand Loyalty / Journal of Marketing Research
Jurowski, C / 2009 / An examination of the four realms of tourism experience theory / Paper presented at the 2009 ICHRIE Annual Conference & Marketplace Schedule 28
Keller, K. L / 2001 / Building Customer-Based Brand Equity / Marketing Management 10(2):14~21
Hosany, S / 2009 / Dimensions of cruisers’ experiences, satisfaction and intention to recommend
Jacoby / 1971 / Model of Multi-Brand Loyalty / Journal of Marketing Research
Jurowski, C / 2009 / An examination of the four realms of tourism experience theory / Paper presented at the 2009 ICHRIE Annual Conference & Marketplace Schedule 28
Keller, K. L / 2001 / Building Customer-Based Brand Equity / Marketing Management 10(2):14~21
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