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와인선택속성이 브랜드 태도와 브랜드 충성도에 미치는 영향 - 부산지역 5성급 호텔을 중심으로 -

The Effect of Wine Selection Attributes on Brand Attitude and Brand Loyalty - Focusing on 5-star Hotels in Busan -

최영준|강성오
한국호텔리조트학회 (Korea Hotel & Resort Association)|2021.06|호텔리조트연구 (Journal of Hotel & Resort)|제20권 제3호|pp. 199-215

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키워드

Brand LoyaltyBrand AttitudeWine Selection Attributes
주제분류관광학

초록

This study examined the effects of wine selection attributes on brand attitude and brand loyalty. To achieve this purpose, empirical analysis using questionnaire method was performed based on the attributes derived through theoretical consideration. A survey was conducted on the customers who purchase wine at a five-star hotel in Busan. Through these results, we tried to provide useful implications for customer management and marketing strategies to hotel wine sellers. The structural equation model analysis was performed using AMOS 23.0 program. In this study, four hypotheses were set up and as a result of the study, all four hypotheses were adopted. First, the four factors of wine selection attributes, price, quality, production area and recommendation factors, all had a significant positive effect on brand attitude toward wine. Second, brand attitude toward wine had a significant positive effect on brand loyalty. In conclusion, it can be said that the importance of wine selection attributes is proved for the activation of hotel restaurants.

Abstract

This study examined the effects of wine selection attributes on brand attitude and brand loyalty. To achieve this purpose, empirical analysis using questionnaire method was performed based on the attributes derived through theoretical consideration. A survey was conducted on the customers who purchase wine at a five-star hotel in Busan. Through these results, we tried to provide useful implications for customer management and marketing strategies to hotel wine sellers. The structural equation model analysis was performed using AMOS 23.0 program. In this study, four hypotheses were set up and as a result of the study, all four hypotheses were adopted. First, the four factors of wine selection attributes, price, quality, production area and recommendation factors, all had a significant positive effect on brand attitude toward wine. Second, brand attitude toward wine had a significant positive effect on brand loyalty. In conclusion, it can be said that the importance of wine selection attributes is proved for the activation of hotel restaurants.

참고문헌 (45)

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