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호텔 브랜드 개성이 확장 브랜드에 미치는 영향 - 소비자 지식의 조절효과 -

A Study of Hotel's Brand Personality on the Brand Extensions - The Moderate Effect of Consumer's Knowledge -

오영찬|박종혁|전정아
한국호텔리조트학회 (Korea Hotel & Resort Association)|2011.02|호텔리조트연구 (Journal of Hotel & Resort)|제10권 제1호|pp. 27-40

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참고문헌

키워드

Brand personalityConsumer's KnowledgeBrand extensions
주제분류관광학

초록

The objective of this paper is to identify the difference relation to adoption and preventing factors according to the characteristic of hotels, types of department, and the type of outsourcings for the introduction of outsourcing in hotel industry. method of survey was applied, more specifically a questionnaire survey was used. The departmental managers and senior executives of large, medium-sized hotels in seoul were sampled as the subject,and 58 copies of questionnaire survey paper were given out to them. And as an analysis method for the collected questionnaires through the survey, SPSS for Windows version 13.0 statistical package, frequency analysis, descriptive statistics, T-test,Mann-Whitney test, and Kendall's W test were performed. The major findings were as follows:First, types(back office, house keeping) of department have nothing to do with adoption and preventing factors of hotel outsourcing. Second, it turns out that types of hotel outsourcing have a bit effect on adoption and preventing factors of hotel outsourcing.

Abstract

The objective of this paper is to identify the difference relation to adoption and preventing factors according to the characteristic of hotels, types of department, and the type of outsourcings for the introduction of outsourcing in hotel industry. method of survey was applied, more specifically a questionnaire survey was used. The departmental managers and senior executives of large, medium-sized hotels in seoul were sampled as the subject,and 58 copies of questionnaire survey paper were given out to them. And as an analysis method for the collected questionnaires through the survey, SPSS for Windows version 13.0 statistical package, frequency analysis, descriptive statistics, T-test,Mann-Whitney test, and Kendall's W test were performed. The major findings were as follows:First, types(back office, house keeping) of department have nothing to do with adoption and preventing factors of hotel outsourcing. Second, it turns out that types of hotel outsourcing have a bit effect on adoption and preventing factors of hotel outsourcing.

참고문헌 (35)

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