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.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 저널정보
- 한국조리학회 Culinary Science & Hospitality Research Culinary Science & Hospitality Research Vol.26 No.1(Wn.114)
- 발행연도
- 2020.1
- 수록면
- 186 - 194 (9page)
이용수
초록· 키워드
오류제보하기
Prior hospitality literature that has examined how environmental advertising can more effectively persuade consumers has been limited. Although consumers’ demographical differences can differ behaviors according to advertising, previous studies have not fully answered in a context of environmental advertising. Therefore, this study aims to identify salient demographical factors with cognitive attitude toward the ad by answering what consumer segments can more effectively be persuaded in increasing intention to visit the hotel. Using decision tree analysis as an analytical approach, the study considered consumers’ demographical variables with cognitive attitude toward the ad. A total of 681 respondents were used for data analysis. From the results of the decision tree, demographical segments were identified in relation to high visit intention to the advertised hotel. The results from the four splits indicate that consumers with a high level of cognitive attitude toward the ad (Aad) were identified as indicating high intention to visit the hotel. In addition, consumers with a low educational level were identified as the segment showing a high level of cognitive Aad. This study provides strategical directions for hotel marketers to effectively persuade audiences.
목차
ABSTRACT
1. INTRODUCTION
2. LITERATURE REVIEW
3. RESEARCH METHOD
4. RESULTS
5. CONCLUSION
REFERENCES
참고문헌 (51)
참고문헌 신청
Baron, S., & Phillips, D. (1994). Attitude survey data reduction using CHAID: An example in shopping centre market research. Journal of Marketing Management, 10, 75-88.
Brinol, P., Petty, R. E., & Tormala, Z. L. (2004). Self-validation of cognitive responses to advertisements. Journal of Consumer Research, 30(4), 559-573.
Chang, C. T. (2012). Are guilt appeals a panacea in green advertising? The right formula of issue proximity and environmental consciousness. International Journal of Advertising, 31(4), 741-771.
Chekima, B., Chekima, S., Syed Khalid Wafa, S. A. W., Igau, O. A., & Sondoh Jr, S. L. (2016). Sustainable consumption: the effects of knowledge, cultural values, environmental advertising, and demographics. International Journal of Sustainable Development & World Ecology, 23(2), 210-220.
Choi, W., & Lee, S. (2012). The effect of servicescape of an eco-friendly restaurant on customer perceived value, attitude and behavior intention. Culinary Science & Hospitality Research, 18(5), 45-62.
Brinol, P., Petty, R. E., & Tormala, Z. L. (2004). Self-validation of cognitive responses to advertisements. Journal of Consumer Research, 30(4), 559-573.
Chang, C. T. (2012). Are guilt appeals a panacea in green advertising? The right formula of issue proximity and environmental consciousness. International Journal of Advertising, 31(4), 741-771.
Chekima, B., Chekima, S., Syed Khalid Wafa, S. A. W., Igau, O. A., & Sondoh Jr, S. L. (2016). Sustainable consumption: the effects of knowledge, cultural values, environmental advertising, and demographics. International Journal of Sustainable Development & World Ecology, 23(2), 210-220.
Choi, W., & Lee, S. (2012). The effect of servicescape of an eco-friendly restaurant on customer perceived value, attitude and behavior intention. Culinary Science & Hospitality Research, 18(5), 45-62.
함께 읽어보면 좋을 논문
논문 유사도에 따라 DBpia 가 추천하는 논문입니다. 함께 보면 좋을 연관 논문을 확인해보세요!
-
Consumers’ Ad Responses towards Marketing Motives and Ad Appeals in Hotels’ Green Advertising
Culinary Science & Hospitality Research
2017 .09
-
Impact of Market Characteristics and Environments on Consumer Attitudes in the U.S. and Korea
상품학연구
2021 .08
-
The Effect of Ad Model Fit on Consumer Attitudes: Focusing on Korean and Chinese Consumers
한국경영학회 융합학술대회
2021 .08
-
Measuring the Effect of a Brand Communication Strategy through Consumer-Generated Content: A Case Study of Telecommunication Services
ASIA MARKETING JOURNAL
2025 .04
-
모바일 리치미디어 광고가 소비자 태도와 구매의도에 미치는 영향 : 충동구매성향의 조절효과
인터넷전자상거래연구
2015 .12
-
가상광고와 간접광고에 대한 비교 연구: 광고속성과 광고효과를 중심으로
지식경영연구
2015 .01
-
언제 여성의 아름다움은 소비자 설득에 효과적인가?: 모델 유형의 조절효과를 중심으로
마케팅논집
2021 .01
-
The Effects of Chinese Consumers’ Self-Construal and Advertising Type on Brand Attitude
Asian Journal of Business Environment
2018 .07
-
The effect of attitudes towards social media advertising and brand equity model on young consumer`s purchasing intention
대한지리학회 학술대회논문집
2016 .06
-
Mobile Advertising Acceptance and Strategy : The Moderating Role of Advertising Involvement
인터넷전자상거래연구
2015 .04
-
스마트 미디어를 활용한 광고에서의 관계망에 관한 연구
글로컬 창의 문화연구
2015 .06
-
호텔기업의 인스타그램 광고인게이지먼트가 광고 태도 및 구매의도에 미치는 영향
호텔리조트연구
2024 .06
-
먹는샘물 광고소구유형에 따른 감정반응이 광고태도와 구매의도에 미치는 영향
서비스경영학회지
2016 .11
-
호텔이용 고객의 경험가치가 태도, 신뢰 및 장기지향성에 미치는 영향
Culinary Science & Hospitality Research
2021 .01
-
Advertising and Market Structure in the US Mutual Fund Industry
International Economic Journal
2020 .01
-
트랜스젠더 광고에 대한 MZ세대 소비자 평가: 국가(중국 vs. 한국)와 성별 비교를 중심으로
Journal of China Studies
2022 .09
-
Designing effective advertising by matching advertising contents and language with tourists’ travel motivation
관광연구저널
2018 .10
-
Cross-cultural comparisons of popular YouTube ads: A content analysis of YouTube video ads in the U.S. and South Korea
Journal of Global Scholars of Marketing Science(마케팅과학연구)
2022 .03
-
소비자의 스마트폰 광고 이용동기 연구 : 대학생을 중심으로
광고PR실학연구
2015 .01
-
Advertising Distinctiveness and Consumer Memory in Competitive Ad Environments
ASIA MARKETING JOURNAL
2015 .07
이 논문의 저자 정보
최근 본 자료
댓글(0)
0