항공사의 마케팅 커뮤니케이션이 항공사 이미지와 브랜드 인지도를 통해 관계지속의도에 미치는 영향

Abstract

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.