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The influence of Airline Marketing Communication on Relation Continuing Intention through Airline Image and Brand Awareness.
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항공사의 마케팅 커뮤니케이션이 항공사 이미지와 브랜드 인지도를 통해 관계지속의도에 미치는 영향

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Type
Academic journal
Author
Journal
Tourism Management Research Organization 관광경영연구 관광경영연구 제23권 제4호
Published
2019.1
Pages
153 - 175 (23page)

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The influence of Airline Marketing Communication on Relation Continuing Intention through Airline Image and Brand Awareness.
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Research history (2)

2019

The influence of Airline Marketing Communication on Relation Continuing Intention through Airline Image and Brand Awareness.
Shin Ok Joo 관광경영연구 2019.01 Academic journal

2013

주신옥 항공경영학과 2013.01 Thesis
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Abstract· Keywords

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The purpose of this study is to suggest the implication for Airline Marketing Communication based on domestic airlines. Over the past 10 years in Korea, many airlines' marketing research has been gradually increasing, also it was applied to various airlines. The study analyzed which marketing communications would work in favor of airlines amid fierce competition. This research has analyzed the influences of Airline Marketing Communication on Relation Continuing Intention through Airline Image and Brand Awareness. The study method was to conduct a online survey research targeting the various tourists. The empirical survey was conducted between March 10 and 22, 2019, and 213 valid questionnaires were analyzed. As an analysis method was conducted to verify a analysis of frequency, correlation analysis, factor analysis, linear regression analysis and study model hypotheses. The study results showed that first, Airline Marketing Communication was divided into advertising, word of mouth, sales promotion, physical environment according to the literature review. Analysis showed that Airline Marketing Communication has effect on Airline Image. Second, Airline Marketing Communication has effect on Brand Awareness. Third, Airline Image has effects Relation Continuing Intention. Forth, Brand Awareness has effects Relation Continuing Intention. The findings has significant implications for Airline Marketing Communication and academic researchers. This research has several implications such as Airline Marketing Communication requires what kind of online strategies focused on in order to predict passenger's Relation Continuing Intention.
#Airline Marketing Communication. Airline Image. Brand Awareness. Relation Continuing Intention.

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References (46)

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강동희 / 2015 / 관광마케팅 커뮤니케이션이 관광목적지 브랜드 자산에 미치는 영향: 제주방문 관광객을 대상으로 / 관광연구저널 29(2):145~157 dbpia 고경대 / 2007 / 출판사 브랜드자산의 영향요인 연구 google schola 고은경 / 2006 / 소비자의 관계효익과 공정성 지각이 패션점포와의 장기적 관계지향성에 미치는 영향 google schola 곽철우 / 2013 / 항공사 문화마케팅이 기업이미지와 관계지속의도에 미치는 영향 / 관광경영연구 17(1):1~23 google schola 김대겸 / 2007 / 마케팅 커뮤니케이션 및 서비스 요인이 서비스 브랜드자산에 미치는 영향 : 국내 자동차보험 브랜드를 중심으로 google schola

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