호텔 조식 판매촉진 전략이 브랜드 이미지와 행동의도에 미치는 영향 연구

Abstract

This study attempted to suggest a sales promotion strategy to hotel that effects brand image and consumers' behavioral intention. For empirical analysis, exploratory factor analysis based on a total of 285 questionnaires from consumers who used breakfast at hotels. Price discounts affect both brand image and behavioral intention. The implications of this study are as follows:Price discount is an effective strategy that affects both brand image and behavioral intention and it was the most responsive. Price discount is the most important variable that determines the consumer's choice, so setting an appropriate price system is essential. Each strategy has the advantage of enabling the hotel to continue operating in the short and long term, so the appropriate strategy should be used depending on the situation. Based on the above results, it will be possible to utilize effective marketing tools by increasing the frequency of use of the brand image and behavioral intention.